Developing radical technology for sustainable energy markets - The role of new small firms

Electricity supply is a mature industry that is characterized by centralized generation from fossil fuels and the dominant presence of large companies. However, with the advent of liberalized energy markets and global concerns about greenhouse gas emissions, there is now an opportunity for small high technology firms to introduce products that generate electricity from renewable sources. A key technology in this context is the fuel cell, which can be configured to generate electricity and heat for an individual house or a group of buildings. This article looks at the development of fuel cells in this market space and compares the experience of two leading fuel cell companies. We highlight the potential for small firms to play a significant role as creators of ' technology specific advocacy coalitions' and promoters of a new technology in multiple experimental situations.