A multiple perspectives view of the market case for green energy

Abstract This paper presents an exploratory evaluation of the market case for green energy. These energy sources are widely considered to have less of an ecological impact than conventional energy sources. The case for green energy is viewed from the multiple perspectives TOP (technical, organizational, personal) framework. The green energy technologies will need to meet certain technical, organizational and personal criteria and resolve key issues in order to address the barriers to market adoption. The multiple perspectives approach facilitates the evaluation of green-energy alternatives as potential new products which would enable organizations and individuals to meet both economic and green criteria that impact customer value creation. Given the present trends of increasing energy use and requirements to minimize environmental impact, green energy adoption may become a key element of strategies to ensure long-term economic growth.

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