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Given the tremendous energy challenges Morocco faces, and its potential role as an exporter of green electricity to Europe, the country has been particularly targeted by Germany's efforts to promote the uptake of renewable energies abroad. This paper explores whether ideas and policies in the field of renewable energy effectively traveled through transfer channels established between Germany and Morocco. In particular, the question of how Morocco's policy objectives shaped the result of transfer processes is discussed, shedding light on a currently under-researched determinant for policy transfer. Drawing upon forty-five semi-structured interviews with Moroccan, German, and international stakeholders, as well as card-ranking exercises, the article provides first-hand insights into the dynamics and drivers of Morocco's "energy transition". Findings presented in the article show that differing policy objectives did not preclude the transfer of ideas between Germany and Morocco, but shaped its outcome with regard to policy instrument selection. While basic policy orientations in favour of renewable energies were facilitated by transferred knowledge, a perceived incompatibility between domestic policy objectives and the policy instruments used in the foreign model led to selective lesson-drawing from the German example. This finding underlines the importance for "senders" who wish to actively promote sustainable energy policies abroad to adapt outreach strategies to the policy objectives of potential followers.

The German energy transition—or Energiewende—stands out globally as one of the most prominent and widely discussed plans to transform an energy system. However, the ways in which Germany can and does promote the diffusion of its model remain to be systematically reviewed. Aiming at closing this gap, this article develops an analytical framework for “leadership by diffusion” and applies it to the Energiewende. We find that, while Germany’s aim of gaining followers has led to it becoming a highly active leader, a comprehensive strategy for effective leadership is still to emerge. Tapping the full potential of Energiewende leadership will require bundling existing initiatives and strengthening the availability of information on this transformation in the making. At the domestic level, the implementation of the Energiewende in Germany will need to consider the policy model’s abilities to trigger innovation and generate knowledge and lessons that can facilitate policy action elsewhere.

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