Third, EE improvements may help to increase a firm’s competitiveness, as they often go hand-in-hand with improved quality of products and processes, and thus may help it gain recognition as a “green” company. The international drive to greater EE may provide market opportunities for companies that are in a position to respond to growing demand for energy-efficient products, technologies and services.37 Many of the EE measures analysed in the previous sections apply to both domestically produced and internationally traded products. International trade offers opportunities to enhance the effectiveness of MEPS and other product-related EE measures by increasing scale and facilitating market transformation.