Thesis (Ph.D.) - Cairo University -Faculty of Commerce - Department of Business Administration

This study sets out to investigate the effect of marketing strategies which may be used in the adoption of renewable energy (RE) within businesses in Emerging markets, drawing on two marketing strategies, namely customer knowledge management (CKM) and social marketing. It focuses on the Egyptian market as one of the Emerging markets, which has fewer fossil fuels relative to oil-rich countries while at the same time is rich in RE sources. According to the Arabic Egyptian electricity holding Company (2016) electrical energy is mainly consumed by the industrial, agricultural and commercial sectors with roughly 41.1% of total electrical energy consumption.This study depends on the diffusion of innovation theory to explain how RE can be spread in different organizations as a new issue in the Egyptian society. Quantitative methods are used in this investigation; therefore, data for this study is collected using questionnaires from investors and decision makers' who are using RE sources in their businesses in Egypt over and above utilizing the Structural Equation Modelling (SEM) for data analysis. This is the first empirical study of its kind that investigates the role of customer knowledge management (CKM) and social marketing in the growth of RE investment in the Egyptian market. The overall contribution of this study is that it develops marketing strategies in order to support the diffusion of RE within business through government and RE companies

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