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This chapter from a brief review of the relevant literature on the energy markets points out the changes in the relationships between energy companies and customers through the Web. The objective is to highlight the changes of the energy markets thanks to the web demonstrating that it is able to ensure the raising of the switching rates and hence the competition, goal of the liberalization of public services. To this end, the authors will use secondary data from Accenture researches about the perceptions of customers and energy companies around the relations established via the web, and the CUAC for the switching mode performed in the State of Victoria in Australia.

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using social mobile technologies businesses exchange product and service experiences online amongst peers not just vendor organisations. A key aspect of this chapter shares rationale for selection of a marketing versus research community, community objectives, online techniques to gain major account insights using big data, resourcing, integration with existing marketing systems and budgeting for ongoing maintenance of marketing communities supporting B2B sales and marketing initiatives. This chapter focuses on the emerging area of B2B sales activities for creation and management of online communities for Major Account management of energy supply customers. A case-based research strategy specifically honed towards sensemaking of major account activities through using B2B online communities in conjunction with emerging research methods is outlined and critiqued.

Purpose – This chapter develops the case for a global Greenscape. It introduces the green global marketplace (Greenscape) to better understand the global green market.Design/methodology/approach – The chapter introduces current green market practices and adopts case study methodology to present three distinct green cases related to renewable energy, process technology and wastewater recycling and their international market activities. The chapter offers discussion on findings and incorporates the novel technique of discourse analysis using Leximancer 3.0.Findings – The case shows how the Greendex Report (2012) positions Brazil, India, China and Russia at the top of the markets for green product penetration. The developed nations of USA, France and Canada make up the bottom rankings. The chapter finds essential elements for creating the global Greenscape and marketing of green technologies.Research limitations/implications (if applicable) – Empirical research testing success pathways and destination opportunities is desirable.Practical implications (if applicable) – The ‘success and failure criteria’ identify how planning, patent and partnerships are essential for successful entry. Specific market research on G(reen) markets, market information, marketing functions for market entry and market diffusion for renewable products and process technologies such as supply chain elements, and how these interrelate with achieving sustainability goals is essential for successful entry.Originality/value of chapter – The chapter offers a novel and original approach to international green market penetration and offers analysis related to the new world BRIC countries that have been little explored.

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.

The chapter aims to examine the number, type, and international presence of European companies (Italian, Spanish, French, German, Dutch, Rumanian, Bulgarian, and English) operating in the renewable energy industries, as well as Chinese companies. Through the analysis of two businesses that have established partnerships and a wholly foreign owned enterprise (WFOE) in China, the chapter identifies the main elements of their management strategies that led to successful operation in China.

To analyze the main characteristics and the internationalization of the European firms operating in the renewable energy industry, we collected information from secondary data. To identify the successful business models to operate successfully in China, we adopted a qualitative case study approach, based on direct interviews and information published on the company websites and articles found on the web.

European enterprises encounter difficulties in approaching the Chinese market, which is rapidly developing as a result of the latest five-year plan setting energy and climate change targets and policies. Indeed, the number of European firms investing in China is low. Through the analysis of two business cases (Asja and Caleffi) that have established partnerships and a WFOE in China, the chapter identifies the main elements of their management strategies that led to successful operation in China.

The relatively small number of cases (two) limits the generalizability of our findings. However, we are convinced that the size of our case companies and their experience in China mean our results are well grounded, although more research is needed.

To the best of our knowledge, this is the first study that has explored the business models adopted by European firms operating in the renewable energy industry in China.

This chapter seeks to place the Paris agreement on anthropogenic greenhouse gases (COP21) in a wider picture on how the global solar photovoltaic (PV) market has been created and shaped over decades. The chapter discusses the role of solar PV actors, as well as other actors in the market-shaping process. The aim is to show how the COP21 can be interpreted in a wider historical perspective.

The chapter builds on expert interviews conducted after the COP21, as well as secondary data on historical studies on evolution of solar energy markets in various countries.

Although scientists and entrepreneurs have been important in creating and shaping the global solar PV market, it is noted that other actors have also had an influence on the market development. Particularly, politicians are seen as playing a crucial role through legislation and funding. Unfortunately for the solar PV market, support has fluctuated over time. The COP21 provides a clear pathway for positive support, and it is expected to bind governments for pro-solar politics even during low prices of fossil fuels and economic downturn.

The chapter provides an overview of what has happened in the history of global solar PV market. It gives reasoning as to why the COP21 is important in securing support for the solar PV market. Thus, it can provide reasoning as to why the COP21 can make a difference.

This is the first academic study that portrays the COP21 against historical evolution of the global solar PV market.