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Moving towards market transformation

Panel: Panel 1. Policy, Programs and Program Evaluation

Authors:
H. Gil Peach, H. Gil Peach & Associates, USA
Ralph Prahl, Public Service Commision, State of Wisconsin, USA
Jeff Schlegel, Wisconsin Energy Conservation Corporation, USA
Rick Fleming, Ontario Hydro, Canada

Abstract

Drawing from the work of Ralph Prahl and others (Schlegel, et al, 1993), a systematic deftition of market transformation is offered. The contrast between market transformation efforts and traditional utility programs is briefly developed. Market transformation is then contrasted to marketing. The result is to show that market transformation is a conceptually distinct area for organixational effort. Four true market transformation programs (NUTEIC, SERP, NWPPC New Housing Construction, and Ontario Hydro's motor program) are reviewed to indicate their basic similarities and operating principles. The poor fit of current DSM evaluation approaches to market transformation is then discussed. The paper presents the strategic importance of market transformation, and suggests that this will be one of the key emerging efforts to accomplish energy efficiency in the 1990's and the first decades of the 2000's.

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