20 Dec '11, 2pm

Guest Post: Why the Solar Industry Lacks Pricing Power:

Guest Post: Why the Solar Industry Lacks Pricing Power:

The solar industry has a public relations problem. Despite broad public support for renewable energy and growing utility interest in purchasing solar-generated power, few seem aware of the economic benefits that solar provides. To some extent, political posturing and vacillating regulatory goals have obfuscated the economic value of solar power. However, we believe that the solar industry has focused too much on the environmentally “green” benefits of solar power and too little on the economic “green” benefits. By educating consumers about solar’s role within electricity markets and emphasizing solar economics relative to conventional power -- specifically natural gas -- the solar industry can attain some pricing power and be a non-trivial part of the energy market.

Full article: http://www.greentechmedia.com/articles/read/Guest-Post-Wh...

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