Selling Solar: The Diffusion of Renewable Energy in Emerging Markets

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To solve the climate crisis, the world must make a wholesale shift to renewable energy technologies. With surging growth in emerging markets, this transformation takes on even greater urgency. The challenges - and opportunities - are immense.
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Editorial Reviews

From the Publisher
'Few missions are more important than solarizing the developing world - Few people have more experience of this task than Damian Miller. This unmissable book is the story of making it happen.'
Jeremy Leggett, Founder and Executive Chairman of Solar Century, and author of Half Gone and The Carbon War

'Selling Solar sheds light on the failures, successes, lessons learned and best-practice in the history of solar innovation diffusion in emerging market economies. Its analyses and sound recommendations, deriving from the author's long practice in this field, will provide a practical guideline in the future.'
Hermann Scheer, General Chairman of the World Council for Renewable Energy and President of EUROSOLAR

'An extremely useful publication which provides a very valuable assessment of how solar energy can be harnessed on a large scale using market approaches.'
R. K. Pachauri, Director General, The Energy and Resources Institute (TERI), and Chairman, Intergovernmental Panel on Climate Change (IPCC)

'Selling Solar is for everyone in the business of solar and solar support ... the solar trip of a lifetime from an expert who has experienced it all.'
Photon International

'This book moves way beyond the headlines and explores the current and future of an exciting and dynamic industry.'
Daniel Kammen, Professor, University of California Berkeley, Founding Director, Renewable and Appropriate Energy Laboratory

'With a combination of entrepreneurial vision, persistence and policy innovation, Damian believes that the world can ignite a market for solar that always existed and was just waiting to happen.'
Judge Business School, University of Cambridge

'There are books that inform, those that instruct, and those that inspire - Selling Solar does it all, and manages to be an absorbing and entertaining read at the same time.'
Green Energy

'A report from the front line of entrepreneurial enterprise.'
International Journal of Ambient Energy

'This book should be recommended reading for any policymaker who participated at the Copenhagen summit in December 2009 and really wants to make a difference in developing countries.'
Institute of Physics Energy Group Newsletter

'The book provides an excellent argument for the need to ignite local entrepreneurs to establish infrastructure (sales, service and inventory) and to develop consumer credit in order to deliver a high capital item like solar in any market, developing or developed. I therefore support its primary conclusion, and recommend the book to interested readers.'
Energy News

'The book is a land mark.'
Renewable Energy Spectrum Magazine

'This richly-sourced overview of all the ways solar energy is operating in the lives of millions of rural and less-affluent people is quite inspiring! ...The Green Transition is clearly underway worldwide, as Damian Miller documents in this useful book.'

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Product Details

  • ISBN-13: 9781844075188
  • Publisher: Taylor & Francis
  • Publication date: 2/28/2009
  • Edition description: 1
  • Pages: 336
  • Product dimensions: 6.20 (w) x 9.30 (h) x 1.20 (d)

Meet the Author

Damian Miller is the CEO of Orb Energy, a leading provider of solar energy solutions in India. He holds a PhD from the University of Cambridge and has more than ten years of solar industry experience. Selling Solar is written from the perspective of someone who has both analysed and influenced the diffusion of solar energy in emerging markets.

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Table of Contents

List of figures and tables

List of acronyms and abbreviations

Pt. I Solar and Diffusion Theory 1

1 Solar in emerging markets 3

2 Diffusion theory and entrepreneurship 27

3 Theory applied to solar 51

Pt. II Case Studies in Entrepreneurship and Policy Formation 69

4 Solar goes commercial 71

5 Entrepreneurs as agents of change 87

6 The World Bank on a learning curve 147

Pt. III Policy and Conclusions 173

7 Policy guidance: Seeing it like an entrepreneur 175

8 Solar tomorrow: 100 million solar homes 217

9 Accelerating a renewable energy future 237

Notes 267

References 287

Index 297

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