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

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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 ... continued below

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46 pp.

Creation Information

Bird, L. A. & Brown, E. S. April 1, 2006.

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Description

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.

Physical Description

46 pp.

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  • Report No.: NREL/TP-620-39730
  • Grant Number: AC36-99-GO10337
  • DOI: 10.2172/882040 | External Link
  • Office of Scientific & Technical Information Report Number: 882040
  • Archival Resource Key: ark:/67531/metadc891904

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Office of Scientific & Technical Information Technical Reports

Reports, articles and other documents harvested from the Office of Scientific and Technical Information.

Office of Scientific and Technical Information (OSTI) is the Department of Energy (DOE) office that collects, preserves, and disseminates DOE-sponsored research and development (R&D) results that are the outcomes of R&D projects or other funded activities at DOE labs and facilities nationwide and grantees at universities and other institutions.

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Creation Date

  • April 1, 2006

Added to The UNT Digital Library

  • Sept. 23, 2016, 2:42 p.m.

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  • Dec. 9, 2016, 8:59 p.m.

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Bird, L. A. & Brown, E. S. Utility-Marketing Partnerships: An Effective Strategy for Marketing Green Power?, report, April 1, 2006; Golden, Colorado. (digital.library.unt.edu/ark:/67531/metadc891904/: accessed October 19, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT Libraries Government Documents Department.