Market transformation is when an innovative technology or practice penetrates the market to such an extent that it is essentially irreversible. The term is most commonly applied to energy efficiency markets, which is where it originated. Examples of market transformations include: efficient refrigerators, computers with power management features, electronic ballasts in commercial lighting systems. All of these market transformations were accelerated through voluntary efforts by government and non-governmental organizations.
Effecting market transformation can be difficult, but the outcomes, if successful, are profound. A permanent change in energy performance or efficiency will yield benefits for years or decades into the future. Designing partnerships, programs, initiatives or other efforts with market transformation in mind can be a powerful way to achieve significant results. Steve Offutt has been at the cutting edge of market transformation programs such as ENERGY STAR since the mid 1990's and can help you integrate market transformation strategies into your efforts.
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