On Innovation: A Theoretical Approach on the Challenges of Utilities Marketing

One of the markets not long ago closed and completely regulated is now in the growing process of liberalization and deregulation: it is the utilities market we refer to (water, sewege, gas, electricity, waste collection). The deregulation of a market is usually followed by the appearance of competition expression conditions and, unassailably, the occurrence of specific marketing strategies. This paper investigates the specific of utilities marketing as it develops now, an bourgeoning domain, although with a rather discreet presence in this field’s theoretical analysis studies. Exploratory research on the analysis type products, promotional offers and communication of this market’s players shows an effervescent players practice, but also a continuous innovation necessary in a market where consumers are unfamiliar with bein persuaded by commercial means.