Although there are continuous efforts aimed at increasing gender diversity, the forest sector is still largely perceived as a male dominated field, indicated by a persistent masculine image. As a result, women are still underrepresented. Utilizing interviews, we found that greater representation of women in the forest sector is considered...
A fast-growing global population, increasing urbanization, and an increasing flow of people with different building cultural backgrounds bring material use in the housing sector into focus. The aim of this study is to identify material preferences in the building environment in cities and to determine if the building cultural background...
The North American forest sector is well-known for its lack of diversity. In most operations, middle-aged white males are the majority of employees. Given this setting, we investigate the experiences of female executives working in North American forest sector firms. We take a qualitative approach with in-person and Skype interviews...
The forest sector and the global financial crisis (GFC) provide a unique setting for investigating the relationships among market orientation, innovativeness and firm performance. While most of the extant literature suggests that market orientation helps a firm build its innovativeness, we suggest that in the production oriented forest sector, especially...
As societies urbanize, a growing proportion of the global population, and an increasing number of housing units will be needed in urban areas. High-rise buildings and environmentally friendly, renewable materials must play important roles in sustainable urban development. To achieve this, it is imperative that policy makers, planners, architects, and...
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...
This is an author's peer-reviewed final manuscript, as accepted by the publisher. The published article is copyrighted by Springer and can be found at: https://doi.org/10.1007/s10551-015-2835-6
The extant forest sector strategy research rests on Porter’s classic dictum that successful firms pursue a singular strategy. A growing research stream on organizational ambidexterity, however, challenges this traditional view and recommends the pursuit of hybrid strategies, a phenomenon that we note existing among forest sector firms. In this study,...
How firms behave under conditions of decline and resource constraints has not been considered in the corporate sustainability literature. This leaves unanswered the question how much we should rely on firms’ sustainability-oriented voluntary initiatives at a time when the global economy continues to be weak and firms face persistent threats...
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.