Abstract
In 1993 the DOE Office of Energy Efficiency and Renewable Energy (EE) initiated a program called Quality Metrics. Quality Metrics was developed to measure the costs and benefits of technologies being developed by EE R&D programs. The impact of any new technology is directly related to its adoption by the market. The techniques employed to project market adoption are critical to measuring a new technology`s impact. Our purpose was to review current market penetration theories and models and develop a recommended approach for evaluating the market penetration of DOE technologies. The following commonly cited innovation diffusion theories were reviewed to identify analytical approaches relevant to new energy technologies: (1) the normal noncumulative adopter distribution method, (2) the Bass Model, (3) the Mansfield-Blackman Model, (4) the Fisher-Pry Model, (5) a meta-analysis of innovation diffusion studies. Of the theories reviewed, the Bass and Mansfield-Blackman models were found most applicable to forecasting the market penetration of electricity supply technologies. Their algorithms require input estimates which characterize the technology adoption behavior of the electricity supply industry. But, inadequate work has been done to quantify the technology adoption characteristics of this industry. The following energy technology market penetration models were also reviewed: (1) DOE`s Renewable Energy Penetration (REP) Model, (2) DOE`s Electricity Capacity Planning Submodule of the National Energy Modeling System (NEMS), (3) the Assessment of Energy Technologies (ASSET) model by Regional Economic Research, Inc., (4) the Market TREK model by the Electric Power Research Institute (EPRI). The two DOE models were developed for electricity generation technologies whereas the Regional Economic Research and EPRI models were designed for demand- side energy technology markets. Therefore, the review and evaluation focused on the DOE models.
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