Date of Conferral

2021

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Marilyn K. Simon

Abstract

Some solar energy companies in Nigeria are not profitable because of ineffective marketing and sales strategies on the part of the business leaders and challenging operating environments. The ability to craft strategies that ensure the adoption of solar energy solutions by households is pertinent to the profitability of the solar energy business. Grounded in Rogers’s diffusion of innovation theory, the purpose of this qualitative multiple case study was to explore strategies solar energy business leaders in Lagos, Nigeria, use to maintain a profitable business. The participants included six solar energy business leaders in two companies from Lagos, Nigeria. Data were collected from semistructured interviews and company document reviews. Data were analyzed using Yin’s 5-phase cycle, which guided the coding process, where 4 major themes emerged: create awareness for solar using personal selling, social media, and online channels; offer attractive financing options; participate in rural electrification projects; and partner with distributors and agents. The implications for positive social change include the potential reduction of energy generation and consumption on climate as more households adopt solar energy solutions. A profitable business can increase the ability of companies to financially address social issues such as electrification in rural areas, electricity instability in urban areas, job creation, and poverty reduction.

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