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Competitive Electricity Markets in the U.S. and the EU: Can They Learn from Each Other?

2000; Haworth Press; Volume: 9; Issue: 1 Linguagem: Inglês

10.1300/j037v09n01_03

1528-6967

Heiko de B. Wijnholds,

Innovation Diffusion and Forecasting

ABSTRACT The deregulation of electricity markets in the U.S. and the EU are proceeding along different routes and not always to the same destination. In this study the different types of markets and the related competitive models are categorized and analyzed. Major issues posed by the changing markets are evaluated, e.g., the treatment of stranded costs and access to the power grid. The impact of this process on consumers is assessed, for instance impact on prices and reliability of service. The fluidity and thus uncertainty of the situation is emphasized and comparisons are made between the U.S. and the EU. A selection of marketing strategies are suggested for European and American electricity marketers; they range from “green” strategies to institutional image branding. It is concluded that the market parties of the EU and the U.S. can both learn from each other. Some propositions are presented for further empirical study.