New electric power industry markets: theoretical and methods analysis

The article provides a theoretical and methods analysis of the transformation of new electric power markets, including industry, consumer and competitive segments. The study reveals the impact of digitalization and decentralization on the formation of hybrid business models, platform ecosystems and behavioral patterns. The case studies of P2P commerce, Energy-as-a-Service (EaaS) and hydrogen technologies show how market mechanisms, regulatory approaches and the role of consumers are changing. Key challenges are identified, including risks of “green inequality”, technological singularity and asymmetry of regulatory regimes, and directions for further research in the context of the global energy transition are suggested, focusing on international business and integration innovation energy solutions.