REC solar: Strategising on a solar coaster

• Main Authors: GENG, Xuesong, BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Strategy Management; Strategic Positioning; Crisis Management; Differentiation Strategy; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/249; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH [PDF-Pic]/SMU-19-0006 [REC]/SMU-19-0006 [REC].pdf
• Institution: Singapore Management University

In 2017, the solar panel industry was in choppy seas due to a sudden drop in panel prices, and many large companies started to report bankruptcy. Steve O’Neil, the CEO of Renewable Energy Corporation (REC), was worried about the future of the solar industry and began reassessing REC’s market strateg...