Cape Wind has proposed using a 170-tower wind farm with each tower more than 400 feet high, in Nantucket Sound. Not surprisingly, the public reaction is mixed. Some see the wind farm as a clean, renewable energy. Others see it as an eyesore and a desecration of a valued public resource. Other attempts at wind farms in the United States have run into similar resistance. Although the public may agree that wind power is a good idea, no one wants a wind farm in their community. How can companies overcome … Read more »

Cape Wind has proposed using a 170-tower wind farm with each tower more than 400 feet high, in Nantucket Sound. Not surprisingly, the public reaction is mixed. Some see the wind farm as a clean, renewable energy. Others see it as an eyesore and a desecration of a valued public resource. Other attempts at wind farms in the United States have run into similar resistance. Although the public may agree that wind power is a good idea, no one wants a wind farm in their community. How can companies overcome this type of resistance to change?
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from
John T. Gourville,
Kerry Herman
Source: Harvard Business School
16 pages.
Publication Date: Oct 30, 2003. Prod #: 504055-HCB-ENG
Cape Wind HBR case solution