Market transformation

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Market transformation describes both a policy objective and a program strategy [1] to promote the value and self-sustaining presence of energy-efficient technologies in the marketplace. It is a strategic process of market intervention which aims to alter market behavior by removing identified barriers and leveraging opportunities to further the internalization of cost-effective energy efficiency as a matter of standard practice. [2] [3] [4] Market transformation has rapidly become the objective of many privately and publicly supported energy efficiency programs in the United States and other countries.

Contents

Background

First coined in a paper presented at the ACEEE Summer Study in 1992, [5] the term "market transformation" is underpinned by the classic microeconomic model of markets, which describes a downward-sloping demand curve and an upward-sloping, presumably short-run supply curve. [6] In the energy efficiency market, however, standard price and quantity equilibria are often rendered inefficient because of structural market barriers like split incentives, asymmetric information, distorted market power, and hassle costs. [5] [6] Market transformation targets these barriers to optimal efficiency with strategies to shift entire market sectors into a more efficient product mix.

While it recognizes and harnesses the power of market forces and players, market transformation has also been conceptualized as a holistic, market-based marketing strategy, building on the diffusion of innovations theory through a strategic framework for justifying market intervention. [1]

Implementation

Contrary to traditional energy efficiency strategies, which often focus on small-scale procurement and installation of efficient products, the goal of market transformation is to produce new patterns of "business as usual" for all actors in the marketplace. [7] Programs act on market inefficiencies by removing quantity or price constraints, or by lowering transaction and uncertainty costs. [6] Market transformation program strategies can resemble demand side management (DSM) as well as supplier innovation interventions, but with the added goal of long-term energy savings and changing standard business practices.

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Efficient energy use Energy efficiency

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Energy efficiency gap refers to the improvement potential of energy efficiency or the difference between the cost-minimizing level of energy efficiency and the level of energy efficiency actually realized. It has attracted considerable attention among energy policy analysts, because its existence suggests that society has forgone cost-effective investments in energy efficiency, even though they could significantly reduce energy consumption at low cost. This term was first "coined" by Eric Hirst and Marilyn Brown in a paper entitled "Closing the Efficiency Gap: Barriers to the Efficient Use of Energy" in 1990.

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References

  1. 1 2 York, D. A Discussion and Critique of Market Transformation Archived 2010-05-24 at the Wayback Machine , Review 186-1. Energy Center of Wisconsin, June 1999
  2. "ACEEE | Market Transformation". www.aceee.org. Archived from the original on 2010-08-12.
  3. "Archived copy". Archived from the original on 2012-03-28. Retrieved 2012-03-12.{{cite web}}: CS1 maint: archived copy as title (link)
  4. Northwest Energy Efficiency Alliance, NEEA's Definition of Market Transformation.
  5. 1 2 Nadel, Thorne, Sacks, Prindle, Elliott. Market Transformation: Substantial Progress from a Decade of Work American Council for an Energy-Efficient Economy, April 2003.
  6. 1 2 3 California Energy Commission
  7. "Archived copy". Archived from the original on 2011-07-24. Retrieved 2010-10-21.{{cite web}}: CS1 maint: archived copy as title (link)

See also