When different stakeholders work together, they can implement a strategy to improve the performance of the electricity industry. This chapter shows how the cooperation and reputation influence on the electricity industry. A simulation model was developed to illustrate how related variables such as altruism, reputation, and strategic alliances contribute to promote the renewable energy industry. To do this, the chapter illustrates a case study for the electricity market in Colombia. The results show a novel perspective that contributes to marketers and engineers in the analysis of the relationship between cooperation and reputation in electricity firms.