Market transformation in the "New World": what's worked, what hasn't

The term “market transformation” was first coined in 1992 and, in the subsequent decade, dozens of market transformation initiatives have been operated in the U.S., including national, regional and local initiatives. This paper looks at 28 of the major initiatives, how they have fared in the market, and the lessons each initiative teaches. We examine a range of initiatives, including ones that have prospered, ones that have had difficulties, and ones that have had mixed success. The paper concludes with a summary of lessons learned that should be kept in mind when developing and refining market transformation initiatives in the future.