Category Selling Solar

Prologue

The windows were down and I was travelling along a single-lane road between the small towns of Bible and Ampara on the eastern side of Sri Lanka. It was a sunny day and the breeze felt good. This was March 2005, three months after the tsunami had laid waste to much of the country’s southern and eastern coasts, and it was the first time I had been back in Sri Lanka since the tsunami had struck.

I was then working for Shell – the oil and gas company – which at the time was engaged in the global solar business. As part of this work, I had helped set up, and was now responsible for managing, several subsidiary solar businesses in Asia, including Sri Lanka...

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Selling Solar

The Diffusion of Renewable Energy
in Emerging Markets

Damian Miller

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Damian Miller is a leading expert on solar energy in emerging markets. He was born and raised in New York City, before moving to Britain where he completed his schooling. He holds a PhD from the University of Cambridge (Trinity College), where he was based at the Judge Business School, and his dissertation addressed the role of entrepreneurs in the diffusion of solar photo­voltaic technology in Asia. After finishing his PhD in 1998 he put his research findings into practice, becoming Shell Solar’s Director of Rural Operations and establishing solar subsidiaries in India, Sri Lanka, the Philippines and Indonesia...

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