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<br /> <br /> <br />Water Marketing: <br />Obstacles and <br />Opportunities <br /> <br />New market-based management strategies may prompt conservation and <br /> <br />lead to higher-value uses of water resources. <br /> <br />BY KENNETH D. FREDERICK <br /> <br /> <br />reshwater is a scarce and often threatened re- <br />source throughout much of the United States, but <br />particularly in the arid West. Supplies are being <br />depleted or degraded by unsustainable rates of ground- <br />water use, contamination, and damage to aquatic eco- <br />systems. Meanwhile, demands for water are rising with <br />an expanding population, higher incomes, and a <br />growing appreciation for the services and amenities provided by streams, <br />lakes, and other aquatic resources. But the options for increasing sup- <br />plies are expensive relative to current water prices and are often envi- <br />ronmentally damaging. <br />Providing for increasing water demands requires changes in how water <br /> <br />has traditionally been managed <br />and allocated among competing <br />uses. There is a growing consensus <br />that greater reliance on economic <br />principles in managing and allo- <br />cating water is critical for more ef- <br />ficient and sustainable use. <br />More than a quarter century <br /> <br />ago, the U.S. National Water <br />Commission's Final Report to the <br />President and to the Congress made <br />a strong case for facilitating volun- <br />tary water transfers to promote a <br />more-efficient allocation of scarce <br />water resources and to curb the <br />perceived need for additional wa- <br /> <br />54 . FORUM for Applitd RtStarch and Public Policy <br /> <br />ter supply projects. I In 1992, the <br />International Conference on Wa- <br />ter and the EnViro~ment in <br />Dublin and the Earth ummit in <br />Rio both endorsed vie ing water <br />as an economic good. I troducing <br />economic incentives wa also one <br />of the core recommen ations of <br />the World Bank policy paper on <br />water Resource Manage ent pre- <br />pared that same year. 2 <br />In 2000, the World om mis- <br />sion on Water for the [1 st Cen- <br />tury concluded that we are on a <br />path toward a water crisi and that <br />business as usual is unsus ainable.3 <br />The commission's prop sals for <br />changing course include ecogniz- <br />ing that water is a scarce resource <br />and that we need to man ge it ac- <br />cordingly. <br />