Title: Exploring the possibility of change in the US utilities' market orientation towards more renewable energy

Authors: A. Yesim Sireli; Erol Ozan

Addresses: Systems Engineering and Engineering Management Program, University of North Carolina at Charlotte, 9201 University City Blvd., Charlotte, NC 28223, USA ' Department of Technology Systems, East Carolina University, Science and Technology Building #204, Greenville, North Carolina 27858, USA

Abstract: This research examines the possibility of the US electric utilities' transition from closed to open systems, while taking steps towards new market orientation. By employing an inductive approach, it observes recent developments in two fronts: first, it observes that more renewable energy sources have been added to the power generation mix, and that utilities advertise their renewable energy related efforts through their websites. Second, it looks at the business environment from the perspective of market orientation. For this, the shifts in the business environment were put under the lens of four driving factors: customer support, regulation, competition, and technology.

Keywords: renewable energy; electric utilities; market orientation; power generation; sustainable development; USA; United States; sustainabilty; business environment; customer support; regulation; competition; energy technology.

DOI: 10.1504/IJESD.2013.051732

International Journal of Environment and Sustainable Development, 2013 Vol.12 No.1, pp.60 - 71

Available online: 27 Jan 2013 *

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