A number of key players take part in the movement of a technology product from theory to market acceptance. Key players include:

Spenders are building owners, facility managers, real estate speculators and developers. They make the ultimate buying decision but are influenced by the other types of key players and what they read and see in different types of communication outlets.

Users are the ultimate users of the technologies such as building tenants and occupants. They must be satisfied with the technology's performance and its ability to deliver its benefits.

Doers are the architects, consulting engineers, specifiers and installers of the technology. They have great influence over the spenders. When doers recommend or install a technology, they risk their reputation on whether the product will perform as advertised.

Producers are the people who make and distribute the technology and their respective associations/organizations. They must have a reliable and marketable technology that will earn profits for the company. In addition to the key role of manufacturing the technology, they act as marketers.

Enablers are the organizations that write laws, regulations, codes and/or standards such as state and federal governments and industry-related associations. Also included are organizations who influence law, regulation, code and/or standard writers such as energy-efficiency advocacy groups. Enablers are also represented by organizations who have relationships and partnerships with all of the key players within an industry. They are able to bring these dissimilar types of players together in collaborative and mutually beneficial efforts to successfully perform technology transfer.