Marketing energy services in a competitive environment
For nearly six decades electrical utilities have operated in a regulated environment established by the Public Utilities Holding Company Act (PUHCA) of 1935. This legislation granted generators exclusive franchise to market electrical power in a given geographical area in return for the company`s commitment to provide safe, reliable and fairly-priced electrical power to all customers within the region. For close to 40 years, this system of regulated monopoly functioned reasonably well to maintain a balance among the varied, and at times competing, interests in the industry. During the 1970s, however, the public argument in favor of competition within the electrical services industry gained momentum. Spiraling energy costs focused the consumer`s attention on the need for conservation and inspired a variety of technological developments as well as experiments in cogeneration. Today, the electrical utility industry is poised for great change. Soon, this industry will follow the natural gas, telecommunications, and transportation industries into the uncharted waters of deregulation. The most pressing consequence of moving from a regulated environment to one that is deregulated - in other words, a competitive environment - is the need to design and implement a completely new form of marketing program. The response among industry marketing managers ranges from confusion and concern to excitement and eager anticipation. Where you fall along this continuum depends on how well you understand competitive marketing practices and the degree to which your company`s management group is willing to initiate competitive strategies and tactics now in preparation for the coming competitive marketplace.
- OSTI ID:
- 227063
- Report Number(s):
- CONF-951173--
- Country of Publication:
- United States
- Language:
- English
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