Marketing Renewable Energy in Developing Countries: A Policy Paradigm for Mexico

Abstract

A high potential growth for renewable energy technologies is available in Mexico. However, oil consumption has hindered the transition to a green economy. This paper analyses the Mexican stage and the factors influencing the renewable energy market using PESTL technique. A research framework to market renewable energy in Mexico is proposed. Such framework involve the analysis of incentives to energy, the dissemination knowledge among market participants, the fostering of government-private-NGO partnering in projects deployment, the development of organizational capabilities, and the promotion of feasible technologies. This paper concludes that only the use of sustainable energy will allow the country to achieve the economic, social and environmental benefits of sustainable development. The resulting framework from this study will offer new insights to corporate strategists and policy makers and help them increase the share of renewable energies.