Marketing Solar Energy in Ghana: A Relational Perspective

John Ernest Kuada, Esther Mensah, Andreea Ioana Bujac, Jeanne Sørensen Bentzen

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review


The study reports the results of an exploratory qualitative investigation into the marketing ecosystem that firms selling solar-energy products are in the process of creating in Ghana and how this system influences the growth of the sector. The results reveal that industry has a promising future. Demand is increasing and the number of firms operating within the industry is growing. But the current capacity is far below the national expectations. The study also draws attention to factors that influence the growth of the industry, including institutional arrangements as well as firm level and market characteristics.
Original languageEnglish
Title of host publicationExploring the Dynamics of Consumerism in Developing Nations
EditorsAyantunji Gbadamosi
PublisherIGI global
Publication date2019
ISBN (Print)9781522579069
ISBN (Electronic)9781522579076|
Publication statusPublished - 2019
SeriesAdvances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

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