| Description |
1 online resource |
| Series |
SAGE Knowledge. Cases |
|
SAGE Knowledge. Cases
|
| Summary |
Recognizing the importance of energy in the development of individuals and the nation, the government of India promotes renewable energy (RE) in rural India, where grid-based electricity is not possible. Renewable energy is locally generated and distributed. Alternate Energy (AE) is a non-governmental organization working in underdeveloped central India in the field of livelihoods and rural entrepreneurships. In addressing the problem of unavailability of electricity in one of the villages it was working in, AE wanted to use local resources to generate energy locally and entrusted the task of electrifying the village to one of its young managers, Mr. Suraj. He faces a paradoxical situation where there is the need for energy on one hand and no buyers for energy on the other hand. He faces the dilemma of how to create a market for RE that is generated locally. The case outlines the situation faced by Mr. Suraj and offers his social marketing research. Readers are asked to assume a managerial role and assess the social marketing process to help Mr. Suraj solve his dilemma of creating a market for RE in a rural Indian village. Students are required to present the social marketing strategies with apt suggestions for information, education, and communication with the target group |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Alternate Energy
|
|
Social marketing -- India
|
|
Renewable energy sources -- India
|
|
Renewable energy sources.
|
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Social marketing.
|
|
India.
|
| Genre/Form |
Case studies.
|
|
Case studies.
|
|
Études de cas.
|
| Form |
Electronic book
|
| Author |
Jagadale, Manisha, author
|
| ISBN |
9781526444264 |
|
1526444267 |
|
