IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Strategic Decisions for Green Electricity Marketing: Learning from Past Experience

Strategic Decisions for Green Electricity Marketing: Learning from Past Experience
View Sample PDF
Author(s): Marta Pérez-Plaza (Universidad Pontificia Comillas, Spain)and Pedro Linares (Universidad Pontificia Comillas, Spain)
Copyright: 2010
Pages: 17
Source title: Strategic Information Systems: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): M. Gordon Hunter (University of Lethbridge, Canada)
DOI: 10.4018/978-1-60566-677-8.ch161

Purchase

View Strategic Decisions for Green Electricity Marketing: Learning from Past Experience on the publisher's website for pricing and purchasing information.

Abstract

Green electricity (GE) has emerged as one of the most interesting instruments for promoting renewable electricity in liberalized markets, at least in theory. Indeed, some experiences have already been carried out, mostly in the U.S. and Europe. However, most of them have been largely unsuccessful. In this chapter, we look at previous surveys and studies carried out on customer response, and provide a review of the most relevant results achieved by GE experiences, in order to learn from them. As a result, we provide what we believe are the key strategic recommendations for green electricity retailers to launch a successful GE program. Although the green electricity market remains a difficult one, several improvements can be achieved by learning from past mistakes and carefully analysing the alternatives and the boundary conditions.

Related Content

Michael A. Erskine, Will Pepper. © 2019. 25 pages.
Camilla Metelmann, Bibiana Metelmann. © 2019. 25 pages.
Lars Haahr. © 2019. 21 pages.
Hans J. Scholl. © 2019. 35 pages.
Mohamed Mahmood. © 2019. 16 pages.
Amizan Omar, Craig Johnson, Vishanth Weerakkody. © 2019. 22 pages.
Bruna Diirr, Renata Araujo, Claudia Cappelli. © 2019. 31 pages.
Body Bottom