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  • Environmental Issues in the Forest Industry: Are there Market Opportunities? A Teaching Case Study

    Creator:
    Hansen, Eric
    Abstract:
    In this case study, Willamette Industries, Inc. explores the potential of environmental marketing. The company conducted research to determine the views of their customer base. Based on this information and a description of the company’s external environment, students are asked to recommend a marketing strategy.
    Resource Type:
    Technical Report
    Full Text:
    this and other Forest Research Laboratory publications are available from: Forestry Communications

  • Stopping the Slide -- Market Share Shifts in Structural Floors: A Teaching Case Study

    Creator:
    Hansen, Eric and Smith, Robert
    Abstract:
    In this case study, an Oregon softwood lumber company faces deteriorating market conditions and loss of market share for its 2 x 10 and 2 x 12 floor joists in the southern California market. The evolution of the marketplace and the growth in market share of wood I-joists are explained...
    Resource Type:
    Technical Report
    Full Text:
    Professor–Exten- sion Specialist in the Department of Forest Products, College of Forestry, Or- egon State

  • Wood-based Entrepreneurs Toolkit: Pricing Your Products and Services

    Creator:
    Geisel, Julian and Hansen, Eric
    Abstract:
    The success of your business will strongly depend on what price tag you attach to your products—and whether your customers are willing to pay this price. Hence your strategic marketing planning should include considerations about how to adequately price your products/services right at the start. After reading this publication, you...
    Resource Type:
    Technical Report
    Full Text:
    oregon ForesT reseArch lAborATory The OSU College of Forestry Oregon Forest Research Laboratory (FRL

  • Wood-based Entrepreneurs Toolkit: Finding Market Information

    Creator:
    Hansen, Eric and Salim, Nizam
    Abstract:
    This document outlines types and sources of information you might use in your marketing planning. A variety of sources are cataloged on the Oregon Wood Innovation Center web site. A concrete example from the experience of a local entrepreneur is provided.
    Resource Type:
    Technical Report
    Full Text:
    Information Eric Hansen and Nizam Salim Forest Research Laboratory College of Forestry Oregon State

  • Wood-based Entrepreneurs Toolkit: New Product Development

    Creator:
    Hansen, Eric
    Abstract:
    Improving existing and developing completely new products is an important part of maintaining a healthy business. This document outlines key principles of new product development, illustrated through the activities of a small sawmilling company.
    Resource Type:
    Technical Report
    Full Text:
    Hansen Forest Research Laboratory College of Forestry Oregon State University Corvallis, Oregon Wood

  • Wood-based Entrepreneurs Toolkit: Public Relations

    Creator:
    McIsaac, John and Hansen, Eric
    Abstract:
    Public relations is a key element of any company’s communications portfolio. For entrepreneurs, PR may be especially important because it comes at no direct cost and has a low total cost. This document outlines key principles of PR, illustrated by an example of a small sawmiller.
    Resource Type:
    Technical Report
    Full Text:
    Research Laboratory College of Forestry Oregon State University Corvallis, Oregon This is a publication

  • Wood-based Entrepreneurs Toolkit: Communicating Effectively With Your Customers

    Creator:
    Hansen, Eric and McIsaac, John
    Abstract:
    Effective and consistent communication with your customers is vital and should be approached in a holistic manner driven by customer needs, your marketing strategies, and key characteristics of your operation. This document outlines important principles of marketing communication, illustrated throughout with examples from two small, hypothetical companies. A worksheet is...
    Resource Type:
    Technical Report
    Full Text:
    Hansen and John McIsaac Forest Research Laboratory College of Forestry Oregon State University