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Marketing Renewable Energy in Japan

In: Marketing Renewable Energy

Author

Listed:
  • Jörg Raupach-Sumiya

    (College of Business Administration, Ritsumeikan University)

Abstract

This chapter provides a comprehensive analysis of Japan’s policy framework and regulatory context for marketers of renewable energy (RE) and describes recent developments in Japan’s market for RE, its competitive landscape, and emerging RE-based business models. Fundamental regulatory reform of Japan’s energy system, the complete liberalization of its electricity and gas markets, and policies to promote the deployment of RE have expanded consumer choice and created new business opportunities for RE in Japan. In the aftermath of the Fukushima nuclear disaster, the interest of Japanese consumers in RE is growing. However, market transparency and disclosure rules regarding power sources are still wanting, and constraints in the supply capacity for RE still limit the sourcing opportunities for RE marketers. Furthermore, uncertainties regarding the outcome of the market liberalization process and the future course of RE-related policies remain high, while the commercial viability of differentiation strategies based on environmental value added must still be tested.

Suggested Citation

  • Jörg Raupach-Sumiya, 2017. "Marketing Renewable Energy in Japan," Management for Professionals, in: Carsten Herbes & Christian Friege (ed.), Marketing Renewable Energy, pages 375-397, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-46427-5_19
    DOI: 10.1007/978-3-319-46427-5_19
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