Selling Solar considers how such a shift might happen. Focusing on the case of solar photovoltaics, it shows how, at the start of the 21st century, this promising technology began to diffuse rapidly in select emerging markets, after years of struggling to take off. What were the initial barriers to diffusion? How were they overcome? Who did it? And how can this success be replicated?

Drawing on literature on innovation diffusion and entrepreneurship, the author answers these questions, showing how entrepreneurs affected profound technological change not just through the solar systems they sold, but through the example they set to both new market entrants and policymakers. In analysing how this happened, this book offers important lessons for the diffusion of a range of renewable energy technologies in emerging markets, and for the advancement of the sector as a whole. Selling Solar is essential reading for anyone who believes in a renewable energy future and wants it sooner rather than later.

Part I: Solar and Diffusion Theory
1. Solar in emerging markets
2. Diffusion theory and entrepreneurship
3. Theory applied to solar

Part II: Case Studies in Entrepreneurship and Policy Formation
4. Solar goes commercial
5. Entrepreneurs as agents of change
6. The World Bank on a learning curve

Part III: Policy and Conclusions
7. Policy guidance: Seeing it like an entrepreneur
8. Solar tomorrow: 100 million solar homes
9. Accelerating a renewable energy future

Index