Zwarteveen, Jan WillemZawwar, ImranAngus, Andrew2021-11-182021-11-182021-10-13Zwarteveen JW, Zawwar I, Angus A. (2022) Market entry for wind energy: strategic approaches for the original equipment manufacturer. Business Strategy and Development, Volume 5, Issue 3, September 2022, pp. 165-1862572-3170https://doi.org/10.1002/bsd2.188http://dspace.lib.cranfield.ac.uk/handle/1826/17276Wind energy is a valuable resource, but many developing and emerging economies(DEEs) are not utilizing the tremendous wind capacity available to them. This meansthere is a potential for wind turbine original equipment manufacturers (OEMs) topenetrate new markets to increase profits, and to contribute to Sustainable Develop-ment Goals. This article explores the potential triggers for wind energy diffusion andprovides the basis for inclusive market entry strategies for wind power OEMs. Indica-tions are that early wind energy path creation is driven by climate adaptation, vestedinterests in fossil fuels and hydropower, and the business case potential. A negativebusiness case potential in many DEEs formed a substantial barrier. A shift toincreased local value creation, collaboration with traditional power producers, andpromoting wind for climate adaptation are key novel inclusive market entry strategiesto open and develop new markets.enAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/wind energyinclusivemarket entrystrategyoriginal equipment manufacturerdeveloping and emerging economiesdiffusionArticle