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Market transformation in the “New World”: what’s worked, what hasn’t
Panel: Panel 4. Building the bridge from lab to customer
Authors:
Jennifer Thorne, American Council for an Energy-Efficient Economy
Steven Nadel, American Council for an Energy-Efficient Economy
Harvey Sachs, American Council for an Energy-Efficient Economy
Bill Prindle, American Council for an Energy-Efficient Economy
Neal Elliott, American Council for an Energy-Efficient Economy
Abstract
The term “market transformation” was first coined in 1992 and, in the subsequent decade, dozens of market transformation initiatives have been operated in the U.S., including national, regional and local initiatives. This paper looks at 28 of the major initiatives, how they have fared in the market, and the lessons each initiative teaches. We examine a range of initiatives, including ones that have prospered, ones that have had difficulties, and ones that have had mixed success. The paper concludes with a summary of lessons learned that should be kept in mind when developing and refining market transformation initiatives in the future.
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