The Market Case for Green Energy: A Multiple Perspectives Approach

This research is an examination of the business case for various "alternative energy" sources, known in the industry as "green energy." These energy sources are considered more environmentally-friendly or to have less ecological impact than many conventional energy sources. Green energy is discussed as a form of new product development, which would enable organizations to meet specific goals, including both economic metrics and any "green metrics" which they may choose to establish. Given present energy trends, it could form the basis of strategy which may lead to long-term competitive advantage. The paper will assume a target audience of business managers and policy makers who need common sense, plain-spoken recommendations on the energy choices they should make in the near future.