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Title: Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power?

Abstract

This paper explores whether partnerships between utilities and independent marketers are an effective strategy for marketing green power. We present case studies of voluntary and mandatory partnerships covering green power program design and implementation in both regulated and restructured electricity markets. We also include perspectives (based on interviews) from utilities, marketers, and regulators involved in developing and implementing these partnerships. From these case studies and interviews, we describe lessons learned about developing effective partnerships, including such issues as respective roles in marketing and administration, product branding, and contract and incentive structures. Based on experience to date, strategic partnerships between utilities and marketers can be an effective approach to marketing green power. Partnerships leverage the sales and resource procurement experience of marketers and the utility’s reputation and access to customers. Further, partnerships can create greater incentives for success because marketers have a vested financial interest in maximizing customer participation and green power sales.

Authors:
 [1];  [1]
  1. National Renewable Energy Lab. (NREL), Golden, CO (United States)
Publication Date:
Research Org.:
National Renewable Energy Laboratory (NREL), Golden, CO (United States)
Sponsoring Org.:
USDOE Office of Energy Efficiency and Renewable Energy (EERE), Energy Analysis (EI-30) (Energy Analysis Corporate)
OSTI Identifier:
1219305
Report Number(s):
NREL/TP-620-39730
5278
DOE Contract Number:  
AC36-99-GO10337
Resource Type:
Technical Report
Country of Publication:
United States
Language:
English
Subject:
green power; marketing green power; product branding; utilities; public utility commission; green power incentives; green power sales

Citation Formats

Bird, L. A., and Brown, E. S. Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power?. United States: N. p., 2006. Web. doi:10.2172/1219305.
Bird, L. A., & Brown, E. S. Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power?. United States. https://doi.org/10.2172/1219305
Bird, L. A., and Brown, E. S. 2006. "Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power?". United States. https://doi.org/10.2172/1219305. https://www.osti.gov/servlets/purl/1219305.
@article{osti_1219305,
title = {Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power?},
author = {Bird, L. A. and Brown, E. S.},
abstractNote = {This paper explores whether partnerships between utilities and independent marketers are an effective strategy for marketing green power. We present case studies of voluntary and mandatory partnerships covering green power program design and implementation in both regulated and restructured electricity markets. We also include perspectives (based on interviews) from utilities, marketers, and regulators involved in developing and implementing these partnerships. From these case studies and interviews, we describe lessons learned about developing effective partnerships, including such issues as respective roles in marketing and administration, product branding, and contract and incentive structures. Based on experience to date, strategic partnerships between utilities and marketers can be an effective approach to marketing green power. Partnerships leverage the sales and resource procurement experience of marketers and the utility’s reputation and access to customers. Further, partnerships can create greater incentives for success because marketers have a vested financial interest in maximizing customer participation and green power sales.},
doi = {10.2172/1219305},
url = {https://www.osti.gov/biblio/1219305}, journal = {},
number = ,
volume = ,
place = {United States},
year = {Sat Apr 01 00:00:00 EST 2006},
month = {Sat Apr 01 00:00:00 EST 2006}
}