Title: Marketing of new technologies: the case of renewable energies in the UK

Authors: Alexander Brem; Frank Muehlmann; Ted Sarmiento

Addresses: Friedrich-Alexander University of Erlangen-Nuremberg, Lange Gasse 20, 90403 Nuremberg, Germany; VEND Consulting GmbH, Burgschmietstr. 2-4, 90419 Nuremberg, Germany. ' VEND Consulting GmbH, Burgschmietstr. 2-4, 90419 Nuremberg, Germany. ' Leeds Metropolitan University, The Rose Bowl, Leeds, LS1 3HE, UK

Abstract: The market in the UK for renewable energy is arguably at a very critical phase in its development. Key drivers for current policy include energy security, climate change and energy prices, added to which the UK has agreed specific targets with other EU countries to help meet these challenges. The paper includes a general overview of worldwide energy demand and a comprehensive overview of renewable energy alternatives. Based on that, it describes the development of the UK renewables marketplace with a market overview including a summary of selected key organisations currently operating. Finally, this paper recapitulates the key findings of our quantitative research, based on a survey of 65 organisations operating in the market, into the state of the UK market, including a view on the trends and outlook for the future. Finally, the paper offers some concluding remarks which state, among others, that the UK market is still in its early stages compared to the EU and in general the renewable energies markets are growing internationally.

Keywords: innovation; energy market; renewable energy; UK; United Kingdom; technology marketing; new technologies; energy demand; energy technology.

DOI: 10.1504/IJTMKT.2011.043452

International Journal of Technology Marketing, 2011 Vol.6 No.2, pp.162 - 177

Received: 20 May 2011
Accepted: 14 Jul 2011
Published online: 30 Sep 2014 *

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