Purpose – This paper seeks to establish that the instability of niche markets, and their predisposition to catastrophic collapse, makes market flexibility a prerequisite for long‐term survival among niche marketers. It describes the two ways by which a niche marketer can acquire this market...

The speed at which many energy efficient technologies have been adopted has been very slow and the reasons why this is the case are often not well understood. An important area for New Zealand is domestic hot water which typically accounts for one-third of a household's electricity usage. We use...