Abstract
The electrical industry must continue to play a positive role in industrial markets irrespective of whether general economic conditions are good or bad. The most economic coal prices will need to be sought, adjustments to the changing social/economic conditions made so as to keep pace with the market, the marketing of electricity's technical benefits pursued vigorously and research and development into newly emerging areas (such as low‐energy housing) continued. Over the coming 20 years the aim should be to exploit opportunities presented by increases in the general level of economic activity, to look for openings for improved electricity sales and encourage development of sales opportunities in the new technologies.
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