although most of the ee opportunities are in the rapidly industrializing countries it is estimated that almost per cent of the ee potential can be exploited in other developing countries mckinsey global institute demandside ee measures may be particularly costeffective yet there are many welldocumented obstacles to ee improvements some of these obstacles are greater in developing countries such as lack of awareness of and information on benefits of ee lack of capital proliferation of inefficient equipment including through imports of used andor inefficient equipment the desire to minimize initial costs and energysupply constraints eg limited availability of commercial fuels in rural areas which often impedes switching to more energyefficient equipment