Abstract
The article examines the problem of high concentration and partial monopolization of the Ukrainian energy market, which restrains the development of renewable energy (RES) and prevents the full liberalization of the market. The article examines the implementation of innovative marketing strategies and cooperative models as a way to activate small businesses and households to stimulate RES and increase the country’s energy security. The main emphasis is placed on the need to overcome monopolization through the introduction of ecological and innovative marketing, which will contribute to the sustainable development of the energy industry, reducing dependence on traditional energy sources and improving the investment climate of Ukraine. The work provides an overview of the energy market of Ukraine, its main players and models of cooperatives that can be used to increase the innovative development of renewable energy. Innovative marketing is the basis for the implementation of these models, facilitating cooperation between households, small businesses and key energy companies. The main ideas of innovative marketing for the implementation of cooperatives include: cooperative-local network, price flexibility, simplification of calculations, stimulation of RES without state support. The implementation of innovative marketing involves the use of modern digital platforms, raising environmental awareness and stimulating investments in renewable energy. The proposed approach of innovative marketing in the activities of key players in the market, while creating opportunities for new players in local networks, will strengthen the achievement of sustainable development of the country’s energy system. The purpose of the article is to reveal the organizational characteristics of innovative marketing in the mechanism of implementing cooperative models of the energy market of Ukraine. For this purpose, the use of cooperative local networks as an innovative model of energy resource management is considered, which can help not only to increase competition, but also to ensure the sustainable development of the energy industry in Ukraine due to greater integration of RES (renewable energy sources).
Published Version
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