Achieving the successful development, transfer and adoption of new agricultural technology is a popular issue in the innovation literature. Innovation diffusion and economic theory has informed this literature by emphasising the central role that technology attributes and economic rationality play in the adoption of new technology. In agricultural innovation context, research has traditionally taken a technological determinist perspective, assuming that technologies shape society and that all technological change is positive and progressive. As a result of limitations of the linear, determinist perspective of agricultural innovation to explain how new technologies are adopted and diffused, social constructivist approaches to agricultural innovation have emerged as a complement to this approach. However, a unifying framework of the social construction of new agricultural technologies has not been presented in the agricultural innovation literature. In this study Karl Weicks seven properties of sensemaking are used as the foundation for the development of a unifying conceptual framework for the examination of the social construction of agricultural technology. This thesis is a study of sensemaking in the context of agricultural innovation. It examines how participants in the Australian wool industry make sense of new technologies and how that sensemaking shapes their use of new technologies over time. The focal innovation initiative studied in this thesis is the development, transfer, adoption and abandonment of objective wool fibre testing technologies. This initiative commenced in the 1960s and has resulted in significant changes in the way that Australian wool is produced, marketed and processed. An interpretive research paradigm is adopted in this study. A theory-building case study approach, combining quantitative and qualitative data collection and analysis is used to capture the ongoing, iterative, enactive and social actions and interactions that occur throughout the agricultural innovation process. The case study is divided into three separate but interlocking empirical analyses which examine how industry participants' sensemaking shaped their use of wool testing technologies at the industry, technological system and individual farm level. The findings and implications of the three empirical studies in this thesis are discussed in relation to (1) the interpretation frameworks of agricultural industry participants and technology enactment, (2) the sensemaking process, (3) the social construction of shared technology frames, and (4) the social construction of industry belief systems. This study contributes to the debate on the social construction of agricultural technology and sensemaking in the innovation process by exploring the development, transfer, adoption and abandonment of new wool fibre testing technologies by industry participants over time. It builds on theoretical and empirical agricultural innovation and sensemaking research, and draws on a theoretical framework sensitive to the social construction of technology at the individual, group and industry levels. In doing so this study develops the concept of sensemaking in the agricultural innovation process as a way of deepening our understanding of how new agricultural technologies are transferred, adopted and diffused.

[Truncated abstract] The core objective of this thesis is summarised by its title: “Understanding the World Wool Market: Trade, Productivity and Grower Incomes”. Thus, we wish to aid understanding of the economic mechanisms by which the world wool market operates. In doing so, we analyse two issues trade and productivity and their effect on, inter alia, grower incomes. To achieve the objective, we develop a novel analytical framework, or model. The model combines two long and rich modelling traditions: the partial-equilibrium commodity-specific approach and the computable-general-equilibrium approach. The result is a model that represents the world wool market in detail, tracking the production of greasy wool through five off-farm production stages ending in the production of wool garments. Capturing the multistage nature of the wool production system is a key pillar in this part of the model . . . The estimated welfare gain for China is 0.1% of real income; this is a significant welfare gain. For three losing regions Italy, Germany and Japan the results are robust and we can be highly confident that these regions are the largest losers from the complete removal of 2005 wool tariffs. In both wool tariff liberalisation scenarios, regions whose exports are skewed towards wool textiles and garments gain the most as it is these wool products that have the highest initial tariff rates. The overall finding of this work is that a sophisticated analytical framework is necessary for analysing productivity and trade issues in the world wool market. Only a model of this kind can appropriately handle the degree of complexity of interactions between members (domestic and foreign) of the multistage wool production system. Further, including the nonwool economy in the analytical framework allows us to capture the indirect effects of changes in the world wool market and also the effects on the nonwool economy itself.

A mail survey of wood cabinet, furniture, dimension, and flooring manufacturers was undertaken across the US to assess the market potential for automated lumber grading technology in the secondary wood products industry. Two hundred and nine usable responses were received providing information related to the identification of adopters of scanning technology, the optimum benefit bundle to increase the marketable success of automated lumber grading technology, and the best methods of promotion to this industry. The results indicate that potential adopters of automated lumber grading technology will most likely be larger companies both in terms of annual sales and number of employees. In addition, adopter companies will be more likely to market their products in international markets. Results show that dimension and flooring manufacturers perceive this technology as more beneficial to their industries than cabinet and furniture manufacturers. Analysis showed that significant differences existed between the four industry sectors on various machine attributes. In addition, dimension and flooring manufacturers rated machine attributes higher than cabinet and furniture manufacturers where significant differences were detected. This indicates that dimension and flooring manufacturers place more importance on various machine attributes than cabinet and furniture manufacturers when considering the adoption of automated lumber grading technology. Optimal benefit bundles were characterized for each industry sector. While these benefit bundles differed among sectors, the differences where slight. Machine accuracy, simplicity of operation, technical support, and reduction in labor costs were important attributes to most sectors. The best methods of promotion to the secondary wood products industry included trade shows, peer discussions, and plant visits. In addition, these three methods were most effective in promotion for the individual industry sectors as well. Advertisements, meetings and symposiums, scientific journals, and unsolicited sales literature were not rated as highly effective methods of promotion to the cabinet, furniture, dimension, and flooring industries.
Master of Science

This dissertation presents export decision-making information meant to complement the array of information available to wood furniture manufacturers, relevant government agencies, and marketers. It utilizes data obtained from a literature search as well as from a national survey of 947 wood household-furniture manufacturers in the U.S. and 310 manufacturers in Malaysia. Personal interviews were also carried out to support as well as to add depth to the quantitative data. This report includes a detailed look at the global export market opportunities for wood household furniture. For U.S. manufacturers, potential markets are its NAFTA partners - Saudi Arabia, the European Union, and the Pacific Rim countries. However, U.S. companies need to focus more on exporting and not be totally dependent on the domestic markets. As for Malaysian manufacturers, the U.S. will remain as the largest market for their products. However, this may change with the competition that Malaysia faces with other Asian nations such as China, Indonesia, and Thailand. Furthermore, Malaysia, a tropical wood producing country, may lose its market share if U.S. consumers start to demand environmentally friendly wood furniture products.
Ph. D.

North American oriented strandboard/waferboard producers were surveyed to assess the corporate rationale and product policy decisions employed in formulating branding strategies. The effectiveness of their branding policies was examined from a retail perspective by surveying 1,350 building material suppliers operating in each of the 50 states. This investigation also provides a detailed analysis of retailer and manufacturer perceptions concerning target market emphasis and the impact product/distributor attributes have on the oriented strandboard/waferboard purchasing decision. A majority of the oriented strandboard/waferboard producers have introduced a unique branding strategy. While the rationale behind this strategy varied considerably, over half of the respondents asserted that the brand served to differentiate their product from that of competitors. Price was perceived by producers and retailers to be the most important attribute from a marketing standpoint. Analysis of market segmentation strategies revealed that roofdeck sheathing applications commanded the highest degree of importance among both manufacturers and retailers. Retailers' perceptions of ideal product attributes centered on maximizing strength/stiffness, while areas of retailer dissatisfaction focused on the lack of promotional support and dimensional instability. A number of retailers contended that branding assisted in promoting the sale of their products and also improved the consistency of panel quality. However, both retailers and producers suggested that the variety of different brand names confused the consumer as to the products appropriate end use. Only 35% of the retailers surveyed asserted that branding encouraged buyer preference.
M.S.

A nationwide mail survey was conducted among importers and other members of the supply chain linked to the importation of tropical hardwood products to assess the market potential for Bolivian lesser-known wood species (LKS) in the U.S. market. One hundred and eleven companies responded to the questionnaire and provided information on their interest in importing lesser-known wood species, their willingness to pay for a Bolivian wood species substitute, percentage of their imports that are environmentally certified, and important factors considered to try new wood species. The results indicate that tropical hardwoods represent 33% of the product mix of companies that purchased wood products. Typically, companies imported less than 100 MBF in 2006. Sawnwood was the product that was imported the most, followed by plywood, veneer and flooring. Six Bolivian LKS are among the top 16 new wood species purchased by respondent companies in 2006 and three Bolivian LKS are part of the top 12 common tropical wood species imported in the U.S. Sixty-seven percent of overall respondents stated that they have plans to increase the imports of tropical hardwoods in 2007. Typically, members of the supply chain tried 1 to 2 new wood species in 2006. Retailers were the sector that tried the most, on average 5 new species. Price and availability were the major reasons to try new wood species. A MS-Access database was developed that allows comparisons of 20 potentially marketable Bolivian LKS with 10 common U.S. domestic hardwoods and 20 common tropical hardwoods imported into the U.S. Finally, strategic marketing recommendations are suggested to promote Bolivian LKS in the U.S. Results indicate that there are good opportunities for Bolivian LKS in the U.S market.
Master of Science

Geographical Information Systems (GIS) is a worldwide growing technology, however it is not yet completely accepted. Of all of the business processes in an organization, marketing is perhaps one of the natural fitting-processes to apply GIS. Even though there is recent research regarding applications of GIS in the wood products industry, those applications are mostly related to biomass mapping and logistics issues. Little research has been conducted on the utilization of GIS as part of the marketing strategic plan in this industry. Thus, the main goal of this project is to understand GIS uses on marketing application in the wood products industry, specifically in the marketing mix strategic plan. The approach of this project consisted of the collection and analysis of data from secondary wood products industries in the state of Virginia. In addition, a case of study on current users of GIS applications was conducted. Once the data from the survey and the case study were collected, validated, and analyzed; applications and guidelines for the use of GIS in marketing activities were developed. The first application was the creation of a relational database to organize the information and to create an industry directory for secondary wood products industries. Secondly, clustering techniques were used to test if wood products companies cluster around certain geographical regions. Confirmation of the clustering led to the construction of an online map. Finally, guidelines were developed to describe how to use GIS in the marketing process of wood products firms. By increasing the knowledge and developing guidelines on GIS uses on marketing mix applications this study will help the wood products industry, other practitioners and the academic community, by providing insight of the industry, possible uses to simplify the strategic process and gain understanding of the environment among other.
Master of Science

Thesis (MScFor (Forest and Wood Science))--University of Stellenbosch, 2005.
This study is about marketing of Uapaca kirkiana fruit in Zambia, a fruit that has great economic value especially among the rural and urban poor. It contributes to general food security. In southern Africa, farmers and other stakeholders have identified Uapaca as a priority species for domestication. Current agroforestry initiatives are promoting integration of indigenous trees into farming systems to provide marketable products for income generation. Domestication of trees however, depends on expanding the market demand for tree products. There is considerable evidence that expanding market opportunities is critical for the success of domestication innovations but farmers have been introduced to domestication with little consideration for marketing. The existing market potential can be achieved through sound knowledge on markets and marketing. Information on the marketing of Uapaca fruit is inadequate. This study, therefore, aimed at generating information on the marketing of Uapaca kirkiana fruit, including the basic conditions of demand and supply of the fruit. The main study was conducted in Chipata and Ndola districts in the Eastern and Copperbelt provinces respectively, while fruit pricing was conducted in Lusaka district in Lusaka Province. Questionnaires and participatory research methods were used to collect the data. A total of 37 markets involving 49 collectors, 59 retailers, 189 consumers and 20 government forest workers are included in the study. The study reveals that there is demand for the fresh and secondary products of the fruit and hence substantial fruit trading exists in Zambia. However, the marketing system is characterised by underdevelopment. There is insufficient capacity to satisfy the demand for the fruit and institutional /policy support to Uapaca fruit market expansion. Currently, only basic technology for product development exists. The results suggest a need to address policy and capacity development for expansion of Uapaca kirkiana fruit industry. To improve the Uapaca trade industry, the study proposes developing and scaling up policy strategies, fruit processing sector, research-extension-trader-agribusiness linkages, infrastructure development and knowledge generation for improved understanding of the Uapaca fruit markets.

Japan is one of the world’s major importers of wood products. Most of the wood entering the country is destined to Japan’s house building industry. However, Japan has been an indifferent market regarding demand of wood products certified for sustainable forest management. Current pressures that may indicate a shift in market conditions include: the recent economic recovery, increasing Corporate Social Responsibility (CSR), and the new government’s public purchasing policies (PPP) titled Timber Procurement Policies. In order to assess the market prospect (in the next 5 years) for wood products certified as coming from sustainable and/or legal sources a study was completed focusing on Japanese home builders. Data was collected through a self administered mail survey of residential builders in Japan. Results show that there is a low level of understanding, as well as willingness to adopt, forest management certification among Japanese builders. Consequently, current market demand for certified products is low and builders expect little change in consumers’ demand for wood materials certified for sustainable management as well as those certified for legality in the next five years. Builders considered the most important potential drivers for increased demand for certified and/or legal wood products to be rigorously implemented public purchasing policies, followed by increasing final consumers’ demand and the growth in CSR. Builders also estimated that the positive impact of PPPs would be rather modest but widespread. Finally, builders indicated that PPPs would favour demand for certain product categories, such as: domestic wood, softwoods, wood from plantation and to a lesser degree wood from temperate forests.

Non-timber forest products (NTFPs) are important in rural southwest Virginia as a source of household sustenance and supplemental income. The trade in NTFPs from this region is centuries old and now helps supply growing worldwide demands. Although marketing is a vital part of optimizing the value of these products, it has been ignored in rural natural resource development. This research analyzes marketing systems for selected NTFPs in southwest Virginia by describing marketing chains, interpreting data on important marketing elements, and comparing results within and between different groups of NTFPs. Product categories selected for emphasis are crafts (grapevine wreaths, baskets, furniture, and birdhouses), medicinal and herbal products, specialty wood products (musical instruments), and edible forest products. This qualitative, exploratory study utilizes direct interviews with fifty market players at various levels in marketing chains. Results provide information on NTFP products, value addition, market outlets, pricing, promotion, distribution, and marketing chains. Hundreds of people are involved with the NTFP trade in southwest Virginia and marketing can help ameliorate negative effects of job scarcity. The greatest opportunity for local level marketing exists for market players of crafts and specialty wood products. Medicinal and herbal products are the only category which very little local value addition takes place within the region and as a result, market players have minimal control over marketing. Edible forest products are not marketed but are collected only for consumption in the household. Several opportunities for marketing include improving market access for crafts and specialty wood products, increasing production through cultivation for medicinal and herbal products, and developing capacity for edible product cultivation.
Master of Science

       Sammanfattning

 

Björk kan ge ett bra virke och med undantag för sämre fukttålighet finns endast formella restriktioner i virkets användning i relation till tall och gran. Trots detta och trots att det finns gott om björkråvara i landet är den sågade och använda björkvolymen påfallande liten. Björken utgör därför en underskattad skoglig och industriell resurs vars utnyttjande skulle kunna öka kraftigt.

 

Björken har varit ett lågprioriterat virke vilket sannolikt på grund av dålig skötsel påverkat kvalitén på våra nuvarande björkskogar och plantmaterialet. Det har också lett till att vi saknar tradition i vid mening att arbeta med björken. Forskning och utbildning fokuserar på barrvirke varför lövets, och då särskilt björkens möjligheter inte tillvaratas.

 

Björken kräver andra skötselmetoder än barrträden men utnyttjas dessa finns förutsättningar att skapa bra produktionsskogar både med avseende på volym och kvalitet. Mer forskning behövs dock i frågan om betesskador och hur dessa kan reduceras. Bra björktimmer kan pris- och lönsamhetsmässigt vara intressantare för skogsägaren än motsvarande barrtimmer. Dessa kunskaper måste nå ut till skogsägarna för att de skall förstå att det finns attraktiva alternativ till att slentrianmässigt anlägga nya tall- eller granskogar efter en föryngringsavverkning. Utöver det goda arbetet som Skogsstyrelsen gör med allmänna skötselråd gällande björkskogen borde de mer aktivt arbeta med skogsägarna för att stimulera till ett mer kommersiellt utnyttjande av björken. Denna uppmaning gäller även andra berörda parter vilket inkluderar skogsägarens alla rådgivare.

 

Den helt dominerande volymen av avverkad björk går i dagsläget till massabruken. Det finns flera skäl till detta. Ett kan vara att kvaliteten inte alltid svarar mot sågverkens krav men andra skäl är hanterings- och logistikproblem med att hantera små volymer sågtimmer och bristande kunskaper både hos skördarföraren och hos skogsägaren. Hade skogsägaren haft de goda förtjänstmöjligheterna på björktimmer klar för sig vid avverkningen hade han kunnat ge noggrannare instruktioner om hur björkvirket skulle hanteras.

 

Sågverken som hanterar björk är få och relativt små. För en verklig volymproduktion av björktimmer behövs en resurs- och teknikutbyggnad. Vissa satsningar görs men mer behövs. Dessa satsningar måste göras utifrån ett verkligt marknadsmässigt perspektiv. Vem skall svara för nödvändiga investeringar? Var finns industrin, riskkapitalisterna och investerarna som är beredda att satsa på en fabrik för svensk björkplywood eller byggsystem som inkluderar björk? Lönsamheten är inget att skryta med och branschen utövar ingen stor lockelse för nya entreprenörer. Även här kommer marknadsaspekterna in. Det behövs industriell efterfrågan på stora volymer sågad björk för att konstituera en verklig marknad. För att skapa denna räcker det inte med en satsning på snickeriindustrin utan björk måste även i Sverige användas som ett naturligt virke i byggsammanhang. Boverket har här en nyckelroll och måste anpassa svenska normer till motsvarande europeiska så att det blir möjligt att interiört bygga också med björk. Vem driver den frågan? Vem stimulerar arkitekter och byggnadskonstruktörer till att bygga med björk? På samma sätt som det sätts upp priser för bästa trähus kunde det möjligen också skapas ett pris för bästa anläggning byggd i björk. Hur kan man skapa intresse hos en kommun, ett företag eller organisation att genomföra ett profilbygge i björk? Sveriges Träbyggnadskansli är en lämplig mottagare av detta budskap men det borde finnas fler.

 

I takt med att skogens miljömål accentueras blir lövskogen än viktigare. Lika viktigt är då att alla parter samverkar för att skogsägaren som sköter sin lövskog på ett bra sätt skall få avsättning för sitt virke till acceptabla villkor. Skogsstyrelsen måste också ha en positiv syn på lövavverkningen och inte av miljöskäl i en framtid stoppa denna när den blir aktuell. Blotta misstanken hos skogsägaren att så kan bli fallet kommer att leda till ett minskat intresse för lövskogen.

 

Lövträ är inget homogent begrepp och egenskaperna skiljer sig märkbart mellan t.ex. al, alm, ask, lönn å ena sidan och björk å den andra. Det finns ingen anledning att i detta sammanhang tala om björk i allmänna ordalag som ett lövträd utan björk är björk och inget annat och skall så behandlas.

 

Sammanfattningsvis har vi gott om björk vars virke kan användas på mångahanda sätt. Att så inte sker kan inte förklaras av någon enstaka faktor. För att få en ändring till stånd krävs i första hand ett renodlat marknadsmässigt tänkesätt med ökad information och kunskap i alla led. Det talas om att skogsnäringen måste marknadsorientera sig i sin verksamhet. Detta gäller hela kedjan från skogsägaren till slutkonsumenten av skogsprodukten.

 

 

Summary in English

 

Sweden is a forest country with a standing wood balance of more than 3 000 million m³sk. Pine and spruce are dominating species but there is also a wood balance of some 420 million m³sk of birch. Birch is offering excellent timber properties and is well matching both pine and spruce with the exception of its sensitivity to moisture. Despite of this, quite small quantities of birch timber are being used in Sweden. Most birch wood being cut is used for the production of paper and pulp (95%). Although the birch tree is an old species in Sweden it was during the 2000th century until the end of the 1970s treated as a weed and was struggled with by means of herbicides. Subsequently Sweden lost knowledge and experience in how to deal with this wood which in turn leads to a poor quality of now existing clumps of birch trees. Compared to coniferous trees little research has been done of broadleaf trees but it’s anyhow known that the clearing and thinning of birch trees have to be stricter than that of softwood. Birch trees have an interesting potential with a shorter production cycle than pine and spruce. Used for timber the yield for the forest owner could be quite interesting. Broadleaf trees are also playing an important role to improve the overall environment.

 

To increase the use of birch wood more information about this specific timber has to be spread to all parties concerned. That involves owners of forest land, silviculture, sawmills, industry and distributors. Activities along the chain of actors have to be market oriented and include economic incentives for parties concerned. To be able to increase the volume of birch timber used new areas of deployment have to be found outside the traditional production of furniture etc. An interesting area is then the building industry.

Thesis (MBA)--Stellenbosch University, 2007.
ENGLISH ABSTRACT: Green consumerism is on the increase, especially in developed countries. Green labels plays a key role in informing and assuring consumers about the environmental credibility of the products that they purchase. Within the global forestry industry green label certification schemes have also had a large impact. More than 80% of the 1.3 million hectares of plantations in South Africa are certified under the Forestry Stewardship Council (FSC) green label standard. A research survey was undertaken amongst growers, processors and retailers of timber products in South Africa to assess the current FSC domestic market situation. The survey indicated that although growers and processors support FSC certification, as a way of improving the quality of forestry in South Africa, they receive very limited market benefits for FSC certified products and do not market FSC products actively. Hardware retailers were found to be unaware of FSC certification. Reports from other developing countries indicate similar trends. This raises the question if it is worth marketing FSC products to domestic consumers? The marketing of FSC certified products might not yield direct financial gains but it can help to improve the image of forestry companies and the forestry industry in general. FSC certification can be used as a way of showing corporate social responsibility towards consumers and in raising the profile of the South African forestry industry. Based on the results from the research survey a number of recommendations can be made regarding the marketing of FSC as a green label certification system in South Africa. A marketing campaign for FSC certified timber products should ideally focus on the social benefits of buying high quality timber products. This marketing message should be targeted at individual and corporate consumers. Individual consumers could be educated about the benefits of buying green label products while corporate consumers could be encouraged to use and sell FSC certified products as part of their corporate social responsibility. The promotion of FSC certification could also be boosted if it can be included in activities related to the 2010 Soccer World Cup. The different role players in the domestic timber value chain can each playa role in marketing FSC certified products. These roles differ from creating a promotional push in the timber value chain by growers, processors and retailers to a promotional pull amongst consumers by the FSC, NGO's, certification bodies, industry representatives and government. A marketing campaign for FSC products should ideally be coordinated and driven by the South African FSC National Initiative
AFRIKAANSE OPSOMMING: Groen verbruikersdruk is aan die toeneem, veral in ontwikkelde lande. Groen etikette speel 'n sleutelrol in die verskaffing van inligting en 'n versekering aan verbruikers oor die omgewingsgeloofwaardigheid van die produkte wat hulle koop. Groen sertifiseringskemas het ook 'n groot impak op die globale bosbou-industrie gehad. Meer as 80% van die 1.3 miljoen hektaar plantasies in Suid Afrika is gesertifiseer volgens die "Forestry Stewardship Council" (FSC) groen etiket standaard. 'n Navorsingsopname is onderneem onder kwekers, verwerkers en kleinhandelaars van houtprodukte in Suid Afrika. Die doel was om die huidige binnelandse marksituasie van FSC gesertifiseerde houtprodukte te ontleed. Die opname het getoon dat, alhoewel kwekers en verwerkers FSC sertifisering ondersteun as 'n manier om bosbou se kwaliteit in Suid Afrika te verbeter, hulle baie min markvoordeel uit FSC gesertifiseerde produkte kry en dat hulle nie FSC produkte aktief bemark nie. Daar is bevind dat hardeware kleinhandelaars onbewus is van FSC sertifisering. Verslae vanaf ander ontwikkelende lande dui op soortgelyke tendense. Dit laat ontstaan die vraag of dit die moeite werd is om FSC produkte aan binnelandse verbruikers te bemark? Die bemarking van FSC gesertifiseerde produkte mag dalk nie direkte finansieHe voordele inhou nie, maar kan help om die beeld van bosboumaatskappye en die bosboubedryf in die algemeen te verbeter. FSC sertifisering kan gebruik word om korporatiewe sosiale verantwoordelikheid aan verbuikers te demonstreer en om die profiel van die Suid-Afrikaanse bosbou industrie te verbeter. 'n Aantal aanbevelings, gebaseer op die resultate van die navorsingsopname, kan gemaak word oor die bemarking van FSC as 'n groen etiket sertifiseringstelsel in Suid Afrika. 'n Bemarkingsveldtog vir FSC gesertifiseerde houtprodukte behoort te fokus op die sosiale voordele van die koop van hoe kwaliteit houtprodukte. Individuele en korporatiewe verbruikers behoort geteiken te word met die bemarkingsboodskap. Individuele verbruikers kan opgelei word in die voordele van die koop van groen etiket produkte, terwyl korporatiewe verbruikers aangemoedig kan word om FSC produkte te gebruik en te verkoop as deel van hulle korporatiewe sosiale verantwoordelikheid. Die promosie van FSC sertifisering kan ook aangehelp word deur dit in te sluit by aktiwiteite wat betrekking het op die 2010 Sokker Wereldbeker. Die verskillende rolspelers in die binnelandse hout waardeketting kan elk 'n rol speel in die bemarking van FSC gesertifiseerde produkte. Hierdie rolle kan wissel vanaf die skepping van 'n promosie stootkrag in die hout waardeketting deur kwekers, verwerkers en kleinhandelaars tot die skepping van 'n promosie trekkrag onder verbruikers deur die FSC, nie-regeringsorganisasies, industriele verteenwoordigers en die regering. 'n Bemarkinsgveldtog behoort deur die Suid-Afrikaanse FSC Nasionale Inisiatief gedryf en geko6rdineer te word

Företaget TräEnergi Teknik AB säljer pelletskaminer. Försäljningen av produkten går inte så bra, men ägaren Carl-Axel Fagerström tycker att produkten borde vara efterfrågad av kunderna eftersom den är både miljövänlig och prisvärd. I denna rapport undersöks hur företaget kan ändra sina marknadsföringsstrategier för att nå ut till potentiella köpare. En enkätundersökning har gjorts hos återförsäljare för att ta reda på slutkundernas behov och önskemål. Ur undersökningen framgick att även om kunden är miljömedveten går priset alltid före. Det visade sig dessutom att kunderna de senaste åren börjat leta efter nya alternativ på grund av de kalla vintrarna och högre elpriserna. Vad gäller marknadsföring tyckte återförsäljarna att mässor, webbsidor, TV-reklam och annons i facktidningar är de bästa kanalerna. Kundernas kännedom om pelletskaminer varierar, att de väljs bort till fördel för värmepumpar handlar ofta om okunskap om produkten. Samtliga av respondenterna anser att det finns en potential i framtiden inom marknaden. För att Träenergi Teknik ska lyckas nå ut till den tilltänkta målgruppen krävs utvecklad marknadsföringsstrategi, detta kan göras genom att mer ingående arbeta mer med kanalstrategi.
The company TräEnergi Teknik AB sells wood/pellet stoves. Sales is not to good however, the owner Carl-Axel Fagerström thinks that the product ought to be more in demand since it is both environmental friendly and worth its price. This study will show how the company can change its market strategies to better reach the market and the potential customers. A survey was conducted among retailers to find out about the customers’ demands and requirements. The results of the survey showed that even though the customer is environmentally conscious, the price is always the decisive factor. The survey also showed that customers in recent years have started to look for new heating solutions due to the hard winters and higher electricity prices. Regarding how to market the product the retailers suggested fairs, web pages, TV commercials and advertizing as the best channels to do so. The customers’ knowledge of pellet stoves varies and the fact that heat pumps are chosen over pellet stoves most likely has to do with the lack of knowledge regarding pellet stoves. All the respondents think there is potential for a future market and to be able to reach their target group, TräEnergi Teknik needs a defined market strategy. This thesis will show that the best strategy is channel differentiation through retailers.

I en värld som präglas av ny teknik, ökad konkurrens och skiftande behov är det viktigt att kunna attrahera sina kunder. Relationsmarknadsföringen fick sitt genomslag på 1970-talet och är idag ett mer frekvent använt begrepp än tidigare. Vår studie har undersökt hur ett företag inom den svenska träindustrin arbetar med relationsmarknadsföring och kundrelationer på sin B2B-marknad. Studien önskar bredda kunskapen inom ämnet och bidra med ny forskning till branschen. Syfte Syftet är att öka förståelsen för de faktorer som påverkar hur kundrelationer utvecklas och vad som kännetecknar dem. Metod Vi har använt oss av en kvalitativ metod i form av en fallstudie där vi genom fyra semistrukturerade intervjuer erhållit empiri från AB Plankan. Slutsats Studien visar att AB Plankan likt tidigare forskning i ämnet, värdesätter kundrelationer och processen runt dem. AB Plankan har genom sin medverkan visat att de aktivt arbetar med att starta och utveckla kundrelationer med vad som för dem är rätt kunder. Kundrelationerna utvecklas genom ett samspel mellan företag och kund, och kännetecknas av samarbete, fokus på lönsamhet och kommunikation.
Background In a world characterized by new technology, increased competition and changing needs, it is important to be able to attract its customers. Relationship marketing had its impact in the 1970s and is today a more frequently used term than before. Our study has examined how a company in the Swedish wood industry works with relationship marketing and customer relationships in its B2B market. The study wishes to broaden the knowledge in the subject and contribute new research to the industry. Purpose The purpose is to increase the understanding of the factors that affect how customer relationships develop and what characterizes them. Method We have used a qualitative method in the form of a case study where obtained/collected/received empirical data from the selected company through four semi-structured interviews. Conclusion The study shows that AB Plankan, like previous research in the subject, values customer relationships and the process around them. Through their participation, AB Plankan has shown that they actively work to start and develop customer relationships with what are the right customers for them. Customer relationships are developed through an interaction between company and customer, and are characterized by cooperation, focus on profitability and communication.

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Evaluation of erros from non-destructive volumetric estimates takes fundamental importance, as well the establishment of trusted relations between solid volume and mass units, whereas the wood quantification is directly linked to eficiente planning in forestry companies. This way, the aim of this study was to evaluate the accuracy of volumetric estimates by the non-destructive method comprinsing diferente ages and horizontal distance measurement (HD) and, establish relations between solid volume and mass units considering diferente ages, assortments and storage time in stands of Pinus taeda l.. the experiments were conducted in themunicipality of Ponte Alta do Norte SC. The non-destructive measurements were performed using dendrometer Criterion RD1000, and they were compared to the destrucrtive and xylometer methods. The method used both volumetric estimates was Hohenadl with 10 sections, in stands of 13 and21 years old, considereing three HD s (10; 14 and 18 m). the results were assessed at the level of mean absolute and relative erros, taking as reference the xylometer values. In the study of relations between solid volume and mass units were considered stands of nine and 21 years old, where in the first age had assortments in fine point of 8 18 cm (S1) and 18 24 cm (S2), while in the second, in addition of these, there were two more assortments, 25 35 cm (S3) andaboce 35 cm (S4). Theexperiment was conducted in a randomized block expedrimental design, considering the a factorial scheme with three replications, each of these being composed of five logs. The logs had their estimated volume (Smalian method) and heavy, at 0; 7; 14; 21; 28; 60 and 90 days of storage in the open. Statistical diferences were evaluated according to analysis of variance followed of Scott-Knott test for factors age and assortment and regression analysis to storage time. The volumetric estimates through non-destructive volumetric estimates demonstrate satisfactoey results in all HD s studied at age 21 years. While in the age of 13 years it s observed that only the HD 0f 18 m showed similar results with destructive volumetric estimate, demonstrating overestimation mean erros of 1.32% aboce the same. Relations between solid volume and mass presented statistical diferences when considering assortments and ages, and there is, intersction between these factors. For the storage time, there were diferences in the case of S1 and S2 at both ages, whereas for S3 and S4 at the age of 21 years significant changes weren t observed. Thus, it can be concluded that the non-destructive estimates proved promising, reaching acceptable erros, especially in the HD 0f 18 m at both ages and, the adoption of mean conversion s factors of solid volume and mass units by the forestry companies, can lead to large erros in estimates, when they showed diferences in age, assortment and storage time
A avaliação de erros oriundos de cubagens não-destrutivas assume fundamental importância, assim como o estabelecimento de relações confiáveis entre unidades de volume sólido e massa, considerando que a quantificação de madeira tem ligação direta a planejamentos eficientes nas empresas florestais. Desta forma, o objetivo do presente trabalho foi avaliar a exatidão de estimativas volumétricas pelo método não-destrutivo englobando diferentes idades e distâncias horizontais de medição (DH) e, estabelecer relações entre unidades de volume sólido e massa analisando diferentes idades, sortimentos e tempos de estocagem em povoamentos de Pinus taeda L.. Os experimentos foram conduzidos no município de Ponte Alta do Norte SC. As cubagens não-destrutivas foram realizadas utilizando o dendrômetro Criterion RD1000, sendo que as mesmas foram comparadas ao método destrutivo e xilometria dos fustes. O método empregado em ambas às cubagens foi o de Hohenadl 10 seções, em povoamentos de 13 e 21 anos de idade, considerando três DH s (10; 14 e 18 m). Os resultados foram avaliados ao nível de erros absolutos e relativos médios, tomando-se como referência os valores da xilometria. No estudo das relações entre unidades de volume sólido e massa foram considerados povoamentos de nove e 21 anos de idade, sendo que na primeira idade tinham-se sortimentos na ponta fina de 8 18 cm (S1) e 18 24 cm (S2), já na segunda, além desses, existiam mais dois sortimentos, 24 35 cm (S3) e acima de 35 cm (S4). O experimento foi analisado no delineamento em blocos ao acaso, considerando o esquema fatorial, com três repetições, sendo cada uma dessas, composta por cinco toras. As mesmas foram cubadas (método de Smalian) e pesadas, aos 0; 7; 14; 21; 28; 60 e 90 dias de estocagem a céu aberto. As diferenças estatísticas foram avaliadas segundo análise de variância seguidas do teste de Scott-Knott para idade e sortimento e, análise de regressão para tempo de estocagem. As estimativas volumétricas por meio das cubagens não-destrutivas demonstram resultados satisfatórios em todas as DH s estudadas na idade 21 anos. Enquanto na idade de 13 anos observa-se que apenas a DH de 18 m apresentou resultados similares à cubagem destrutiva, demonstrando erros médios de superestimativa de 1,32% superior à mesma. As relações entre volume sólido e massa apresentaram-se diferentes estatisticamente quando se consideraram sortimentos e idades, existindo ainda, interação entre esses fatores. Para o tempo de estocagem, observaram-se diferenças nos caso dos S1 e S2 em ambas as idades, enquanto para S3 e S4 na idade de 21 anos não foram observadas variações significativas. Desta forma, pode-se concluir que as estimativas não-destrutivas se mostraram promissoras, atingindo erros aceitáveis, principalmente na DH de 18 m em ambas as idades e, a adoção de fatores de conversão médios entre unidades de volume sólido e massa por parte das empresas florestais, pode acarretar em erros nas estimativas, sendo que os mesmos apresentaram diferenças a nível de idade, sortimento e tempo de estocagem

The Diploma theses is about business plan. I talk about functions, types and common mistakes that are made during the plan writing. Next section is about joint venture, elevator pitch and plan structure itself. In the practical part I write about strategy of Russian company, that wants to expand to the Czech republic with the wood houses. I analyze demand, competition and describe our marketing strategy and how to succeed in Czech real estate market.

This study analyses the international timber trade between Malaysia and Europe with respect to the importance of environmental issues on trade and the role of Malaysia as a major timber exporter to Europe. It also evaluates the comparative advantage of Malaysian wood products and the willingness of French consumers (to represent European communities) to pay for sustainable forest management. The first part gives an overview the clashes of perception between developed and developing countries on the environmental concerns over trade. It was observed that environmental standards may act as non-tariff barriers to exporting countries. In addition, the stringent requirements posed by importing countries on technical, marking and labelling to some extent provide unnecessary barriers to trade. The second part deals with the role of Malaysia as a key player in the tropical timber trade. This part evaluates the main export market for Malaysian wood products to the world. For the purpose of this thesis, the analysis focuses on the European market. From the observations, it was found that the export of wooden furniture surpassed major timber exports in 2004. However, to penetrate the European market, Malaysia has to compete with the Chinese with their lower cost tropical wood products, and Brazil with their advantage in certification and labelling of tropical wood products. In tandem with that, the commitment towards sustainable forest management at national level causes shortage of raw materials in Malaysia. To a certain extent, the internal and external factors create necessary challenges to enter the European market. In the third part, the Balassa approach was used to classify the comparative advantage of Malaysia's twenty one types of wood products in Europe. It was estimated that Malaysia had high comparative advantage only in five products which were mechanized and intermediary industrial products. The products identified were sawn wood, wooden mouldings, plywood, veneer and builders' joinery and carpentry. The remaining products had lower comparative advantage and disadvantage to export to the European market based on the Balassa index. In the last part, the estimation on the willingness to pay for sustainable forest management attributes was conducted. Besides that, additional attributes such as fair trade and wood origin were included. A questionnaire was set up using all the attributes reflected in the hypothetical wood flooring product in the market. Based on the result, consumers were willing to pay the highest for the presence of fair trade and wood origin (in this study referring to French origin); nevertheless they were still willing to pay for sustainable aspects of forest. However, the willingness to pay for all the attributes was altered depending on the respondents' knowledge of forest labelling, their attitudes towards environmental preservation, living area, education level, type of job and income level. In the overall finding of the thesis, all the results from each part were synthesized in a systemic approach simultaneously deliberating on the macro and microeconomic perspectives as well as the dimensions on demand and supply. Overall, the findings suggest that the challenges and constraints facing the Malaysian timber industry indirectly shaped the export of Malaysian wooden products. Malaysia has adapted by going into value-added products to lessen the impact of environment-related trade barriers and to circumvent the shortage of raw materials supply. Malaysia has successfully customized the wooden products to the sustainability and legality requirements of the European market by pursuing the national certification (Malaysian Timber Certification) and being committed to sustainable forest management objectives.

Denna studie utreder vilka funktioner och roller som byggvaruhuskedjor efterfrågar att deras leverantörer från träindustrin bör ha i marknadskanalen. Vidare förklaras hur dessa leverantörer bör agera för att möta dessa krav och förväntningar. Sålunda skapas gynnsamma utvecklingsmöjligheter av nya produktlösningar för att svara upp till nya krav på teknik och produktutveckling för att öka försäljningen av trävaror till de viktiga GDS (Gör-Det-Själv)- och byggmaterialmarknaderna i både Sverige och Europa. Byggvaruhuskedjorna anser att träindustrin har ett alldeles för stort produktions- och volymfokus och inriktar sig för mycket på export av trävaror. Byggvaruhuskedjor efterfrågar alltmer en leverantör från träindustrin med en hög anpassningsförmåga som kan medverka i kedjans utvecklingsarbete och som samtidigt har stor lyhördhet gentemot marknadens behov och har möjlighet att göra anpassningar till lokala GDS- och byggmaterialmarknader. Leverantörer från träindustrin måste sålunda gå ifrån produktions- och volymfokusering till kundutveckling och kundfokus. Deras produktivitetsutveckling och samarbetsvillighet har en stor betydelse för att generera en välfungerande interaktion med sina kunder. Sålunda kan en koppling mellan deras egen produktion och deras kunders behov utvecklas. Det kommer sannolikt att bli mycket kostsamt och svårt för träindustrin att försöka bearbeta den svenska och europeiska marknaderna utan att använda byggvaruhuskedjorna som marknadskanal. Byggvaruhuskedjornas ökade konsumentfokus och riktade marknadsföring medför enligt dem själva en expansion av marknaden samtidigt som prismedvetenheten och kraven från GDS- och byggmaterialmarknaderna ökar. Byggvaruhuskedjorna verkar alltmer fungera som systemintegratör och anser själva att de känner av en större makt gentemot sina leverantörer. Byggvaruhuskedjorna förefaller dock svårare att definiera som antigen mega-retailers eller category-killers. Branschgränserna blir alltmer oklara och det blir sålunda svårare att avgöra vilka företag som specifikt kan klassificeras att tillhöra bygghandeln Den nationella bygghandeln blir samtidigt alltmer internationell och sammanfattningsvis verkar en marknadskanal med nya funktioner och strukturer att utvecklas.

Small-scale wool production at Xume is marked by diversity in technical features and marketing aspects. This study presents the typology case study conducted at Xume, a rural area of Tsomo in the Intsika Yethu Local Municipality. The objective of the study is to identify traits of the diverse wool production and marketing conditions and to make recommendations regarding development support in areas that need it. The overall goal of the study, as part of the LandCare Programme, is to generate knowledge on wool production by the people of Xume, their practices and conditions that might increase their sources of income. A household classification tree was constructed to differentiate wool producers into those that reared sheep with the purpose of generating income (significant and non-significant) and those that kept sheep with no purpose of generating income. From the classification tree a typology was generated. The typology yielded three types of wool producers namely, sheep keepers, wool growers and commercial woolgrowers. Descriptive statistics were used to explain each type and to see the extent of variability among types. Gross margins indicated that the enterprises had a potential and success was possible for the commercial woolgrowers. Results indicate the following: • sustainability of resource use is the key to successful wool production at Xume. • community involvement is vital in sustaining resource use. • veterinary control is also important in wool production. • wool quality accompanied by skills training is also an important aspect that needs to be given attention after the sustainability of resource use is established. • development initiatives should consider complexity, dynamism, and diversity of farming situation at Xume by continuously reviewing rules and regulations set by the community as part of social capital. • wool production and marketing can create financial stability at Xume through creating jobs. • lastly, it is very important that typology be reviewed regularly in order to commodate changes and developments that take place over time.
Dissertation (MInstAgrar (Agricultural Economics))--University of Pretoria, 2008.
Agricultural Economics, Extension and Rural Development
unrestricted

O presente relatório de estágio tem como objetivo a obtenção do grau de Mestre em Comunicação Estratégica: Publicidade e Relações Públicas, da Universidade da Beira Interior, de forma a se colocar em prática todos os conhecimentos adquiridos ao longo do primeiro ano de mestrado nas áreas de comunicação, publicidade e relações públicas. Desta forma, durante o decorrer do período de estágio, a estagiária esteve envolvida em várias tarefas das mais diversas áreas, nomeadamente tarefas de relações públicas, atendimento ao público, preparação de eventos e pesquisa de conteúdos. Foram, portanto, desempenhadas tarefas relacionadas com a área de estudos no qual a estagiária estava inserida. O estudo apresenta como objetivo central a apresentação de forma crítica das atividades que foram desenvolvidas ao longo dos quatro meses de estágio no Puralã Wool Valley Hotel & Spa. Por outro lado, será apresentada uma parte empírica que consistirá na Análise do Impacto das Campanhas de Marketing com vista à Captação de Clientes face à Pandemia do Covid-19. De forma a levar a cabo esta última parte, a estagiária reuniu um conjunto considerável de documentos e de informações, ao longo dos quatro meses de estágio, no qual foram imprescindíveis para a sua concretização. Os resultados obtidos com a realização do estudo empírico serviram para consolidar diversas competências que se mostraram essenciais para a estagiária na hora da elaboração deste mesmo relatório de estágio, e que sem dúvida, serão essenciais para o seu futuro profissional nesta área de estudos.
This internship report aims to obtain the Master's degree in Strategic Communication: Advertising and Public Relations, from the University of Beira Interior, in order to put into practice all the knowledge acquired during the first year of the Master's in the areas of communication, advertising and public relations. In this way, during the internship period, the intern was involved in various tasks in the most diverse areas, namely public relations, public service, event preparation and content research. Therefore, tasks related to the area of study in which the intern was inserted were performed. The main objective of the study is to present a critical presentation of the activities that were developed over the four months of internship at Puralã Wool Valley Hotel & Spa. On the other hand, an empirical part will be presented, which will consist of the Analysis of the Impact of Marketing Campaigns with a view to attracting customers in the face of the Covid-19 Pandemic. In order to carry out this last part, the intern gathered a considerable set of documents and information, over the four months of the internship, in which they were essential for its implementation. The results obtained from the empirical study served to consolidate several skills that proved to be essential for the intern at the time of preparing this internship report, and that without a doubt will be essential for her professional future in this field of studies.

碩士
輔仁大學
織品服裝學系
93
Operating concept of Domestic textile industry is totally changed with global textile industry transformation recently. To make production and design distinguished, to develop products in accordance with fashion trends, to strengthen competitive strength — these are what Taiwan textile industry needs to face and solve in the fierce circumstance. The new finding is all new products from idea to concrete, being accepted even admired by consumers, and further to be a trend of fashion. This procedure is affected by numerous factors. Wool stretch fabric, it’s a milestone of Woolen textile industry. It changes not only design and technique of woolen but also evoke a new fashion trend. The most significant achievements are its re-modeling the taste of woolen, pursuing of high quality of customers, and building up a whole new mode of consumption. Trying to make wool stretch fabric is the core of research to investigate the design, marketing and social civilization through product development. It provides textile industry reference and recommendation during developing procedure. Therefore, it must be considered the entire factors before to promote the products. Although the current marketing influences every aspect mention above but it can’t underestimate the mutual interaction caused by the initial design and culture. From the present aspect of Taiwan textile industry growing, wool stretch fabric development marketing analysis to civilization examination, only by going through comprehensive investigation, the truth behind can be realized. Taiwan based textile industry is encountering the challenge from rivals all over the world caused by industrial globalization. The whole new development perspective must involve and link to design, marketing and culture. Product diversities, alterations and uncertainties are also interacted by the whole new development perspective. Furthermore, interaction among design marketing, culture, diversities, alterations and uncertainties of products are the most challenge during product developing. Product researching and developing staffs must think over in comprehensive way to find the most precisely directions match fashion trend in product researching and developing.

1.0 EXECUTIVE SUMMARY The following is a summary of the key points that are discussed in each section of the report. 1.1 JAPANESE MARKET TRENDS The Japanese market is currently heavily affected by the demographic factors that control both the current shift in home construction style and the future demand with respect to green movements. Currently the CASBEE-Sumai and the Woodmile Forum is gaining recognition with their Woodmile index. 1.2 REGULATION TRENDS The homes in Japan have seen heavy building code revamps with respect to earthquake resistance engineering and are opening marketing opportunity for home renovation and home improvement industries. 1.3 RESIDENTIAL TRENDS The residential markets are seeing an increased awareness of green movements and are showing major shifts in the desire to have environmentally friendly homes. Many, however, show misunderstandings of wood and shun the use of it, calling it a tropical rainforest destroyer. 1.4 MARKETING OPPORTUNITIES The engineered wood products markets are looking very promising in the Japanese housing markets, since the need for larger homes have made demands that are impossible with the current lumber usage. Also the chance for 2x4 markets to gain market share has been on the rise. Finally the regulatory bodies in Japan should reconsider the use of the Woodmile to decide on the environmental friendliness of wood before cannibalization occurs in the wood markets between domestic and imported wood. This essay is directed for those who seek marketing opportunities in Japan or are seeking for knowledge regarding current green movement in the forestry sector in Japan. It is assumed that the readers of this paper have some knowledge of engineered wood products, green regulations, and general knowledge of the forestry industry.

碩士
國立臺灣大學
森林學研究所
83
The total consumption of wood in Taiwan is about 10 millon cubic meter. Because of rising environment protection conception, the forest management tend to forest conservation management instend of cutting natural forest. In addition to lack of Labor, the forest opportunity cost attracts the owner of communal and private forest. It make them without willing to manage their own forest, and the supply of domestic timber decrease year by year. The domestic timber supplied by communal and private man-made forest is 46924 cubic metet. In 1993, the wood self-sufficiency rate is only 0.9%. The more insufficient of domestic resource, the more dependence of foreign resource is. It made wood-based industry developement as the type of importing wood material and exporting process wood in Taiwan. 　　After 1980, the major wood supply countries, Indonesia and Malaysia, retricted or decreased the log export and deceloped their own wood-based industry. Being superior in labor and material, these countries put down the comptition ability of Taiwan. It make the wood-based industry of Taiwan import saw-wood directly or unfinished plywood to process (compare to 1992, the amount of log import decreased 2.08 mllion cubic meter, the saw-wood increased 5200 thousand cubic meter. 　　Because it is difficult to get material for wood-based industry in Taiwan, the distribution channel must be efficient control, decrease cost, increase the competition ability of product. About getting material, the industry must expand new wood supply countries and use new species of wood to confirm the material supply. 　　This paper is according to forestry statistics and Custom House import and export statistics, analyzed the supply sourse amount and level change of process wood, investigated the whole Taiwan wood market, built the flow chart of wood-based material distribution channel. It also analyzed the supply ability and policy tendency of wood import countries.

碩士
國立雲林科技大學
企業管理系碩士班
94
The true purpose of artistic marketing is to create a valuable and wonderful consuming experience. The consumers of artware are very emphasis on the experience because of that the value of artware is from its feeling, affecting and full of percipience, as well as the vitality is awoke by it. The consuming experience of the integral art and life is purchasing by consumers, one of the most important things is that the consumers create more added value. The value experience of consumers is from the uniqueness of artware, the style of author, the specialty of artistic marketer, the perfect promotion and physical facilities as well as the interaction of artistic group etc., all of these need use the language of consumers to describe, marketing form“heart”. Most of the research in the past is explored at marketing model of general consumer goods, purchasing behavior of consumer, or the experience marketing of expense environment. There are few to explore in depth of the marketing model of art collection’s value or the value experience of the collector. This paper took the wood sculpture of Chang Ching for instance, explored the concept of value marketing for art collection, namely created source and transmission through the value of art collection, let the collector experience different value under each kind of situation, generated the following behavior intention. In other words, the main purpose of this paper is to explore the influence of the value creation source and transmission mediator of art collection to the value experience of consumer, as well as the influence of the value experience of consumer to the behavior intention of consumer. Based on the data of the depth interview with twelve collectors in this paper, after the collection and analysis of the data, formed the concept of value marketing for art collection. The result of this paper found that the value creation source and transmission of the art collection, as well as the value of the experience and behavior intention of consumer, indeed, there are some different from general consumer goods and the past literature. The result of this paper described as the follows: 1. Transmission through the“artware”let the collector experienced the “emotional value”,“aesthetic value”,“social value”,“healthy value”,“symbolical value”, and“value of inheritance”. 2. Participation and transmission through the “author”let the collector experienced the value of“emotion”,“aesthetic”,“social”,and “symbolic”. 3. Participation and transmission through the “artistic marketer”let the collector experienced the value of“emotion”,“aesthetic”, and“social”. 4. Transmission through the“physical facilities”and“publicity”let the collector experienced the“emotional value ”and the“aesthetic value”. 5. Participation and transmission through the“group of artistic activity”let the collector experienced the“social value”. 6. After the collector experienced every kind of value, they would generate the positive behavior intention.

碩士
國立雲林科技大學
工業設計系碩士班
93
Abstract Since Human Environment Convention of UN held in 1972 in Sweden, the tendency of environment protection is more global-wise than district-wise. Recycling and reusing the materials becomes a consensus of people. In the process of product development, environment-friendly design or concept not only has taken place of the mainstream in any consumption activity, but also built up a great interactive platform between enterprises and consumers. By planning the development of products, setting a life time for products, designing for ever-lasting use of materials and re-organizing the processes of product development, products should be developed carefully, incorporated with sale strategies, accompanied with the concepts of ever-lasting design and reuse of materials, from the very beginning stage of product development. This research is focused on the issue of ever-lasting use and design of materials and products. We are process through the case study, data collecting and analyzing from the sample manufacturer recommended by some specialists. They are based on the accumulated data and information gained on site, concludes with influences and endeavors from the following three levels. The first we got the four result from government unit of view as (1) Coped with government policies, to ensure a consistent material supply; (2) An overall plan on recycled material line; (3) Reproduced products are mostly cheaper, so they are less exquisite in designing and styling ; (4) Maintenance of the products becomes the main factor while designed. The second we got the four results from enterprises unit of view as (1) Limited recycled material sources; (2) Good quality, exquisite handcrafts and style; (3) Lack of brand image; (4) More international contacts and latest information help creativity of products. The third we got the four result from Independent studio unit of view as (1) Less-production and uniqueness makes a higher price ; (2) Products are usually presented with more personalized character and a bigger variety ; (3) Sale channel is not well-established ; (4) A brand or image is not likely to be built up. Such information can be of reference value to related industries.

碩士
國立聯合大學
經營管理學系碩士班
106
The cultural and creative industries are the development trend of the advanced countries in the world in recent years. Taiwan is in line with the trend for developing the industries. Many local governments in Taiwan promote policies for developing local cultural and creative industries. One of the most important issues is how to create the economic value of local cultural and creative brands through marketing techniques. Accordingly, the purpose of this study is to explore the feasibility of building a brand image of Miaoli wood-fired ceramic through experiential marketing, and to verify the impact of experiential marketing on consumption intention. Two phases were conducted in the study. In the phase one, 33 participants experienced the process of DIY pottery and tea ceremony by using the wood-fired ceramics in a gardened workshop, then a survey on the experience, brand image, and purchase intention was conducted. In the phase two, a convenience sample of 49 respondents who didn’t participate in the experiential marketing was investigated on their opinion on the brand image, and purchase intention of Miaoli Wood-fired Ceramic. The results showed that experiential marketing significantly increases the brand image. There is a positive relationship between the brand image and purchase intention. Furthermore, the comparison between the experiential group and non-experiential group showed that for the brand image perception and purchase intention, the experiential group is significantly higher than the non-experiential group. The study suggests that local governments could build the native wood-fired ceramic brand image by experiential marketing.

碩士
國立暨南國際大學
成人與繼續教育研究所
94
Along with the social ideological trend changing, the cultural policy implementing and the relationship between the museum and the people reinspecting , the traditional museums break through the stereotypical impression. The traditional museum also becomes a interaction place that connects to people's daily life. Especially, those museums with local culture are formed rapidly, because the impact of the new conception and policy is developing among those local museums. In America, the museums have been using marketing strategy widely for more than twenty years. In Taiwan, the museums start to notice this new concept, however, considering the commercialization image of “marketing, ” they don’t adopt it right away. In fact, they only consider marketing as a tool of increasing income, but they neglect the development of culture sharing. This research expects to go through the combination between local museum and local cultural industry. Under the conception of local museum existence, this research discusses the marketing plan of the local museum. According to the results of the relevant documents, making non-structural interview outlines, and studying the case of Miaoli Wood Sculpture Museum, this paper analyzes the content of marketing and points out the facing problems during the process of marketing. Finally, this paper generalizes the conclusions and suggestions which provide the reference to Miaoli Wood Sculpture Museum and other relevant museums. According to the results of the research, the conclusions are generalized as followings： 1、The factors persuade the marketing of Miaoli Wood Sculpture Museum （1）The marketing factors of Miaoli Wood Sculpture Museum base on the achievement of tasks and the demand of the local activities. （2）The destroyed industry relationship with the function of education may make it revive again. 2、How to connect the culture marketing of Miaoli Wood Sculpture Museum to the local cultural industry （1）Miaoli Wood Sculpture Museum and “Sculpture Village” construct the community of wood culture together. （2）The situation of the museum combining the tradition and modernity provides people to know the variety of wood carving culture. （3）Sculpturers volunteer to hold the activities of live wood sculpture, and the museum also schedules the activities for local organizations. （4）The wood sculpture competition provides sculpturers a “stage”, and the awarded creation would be collected and displayed by the museum. （5）Focusing on the different dimensions between Miaoli Wood Sculpture Museum and local industry, and for the common goal of local development, the wood carving industry and culture keep operating with the different forms. 3、The marketing plan of Miaoli Wood Sculpture Museum （1）The strength of Miaoli Wood Sculpture Museum is having the variety of exhibitions. However, the weakness of Miaoli Wood Sculpture Museum is having not enough professional workers. （2）Among the varying marketing strategy, which the Miaoli Wood Sculpture Museum uses, the most efficient way is combining with the local activities. 4、The problems of Miaoli Wood Sculpture Museum during the marketing procession （1）The museum may not support local industry completely as what it is expected. （2）Because of the misunderstanding of the meaning of the marketing, the Miaoli Wood Sculpture Museum is limited on the role of marketing. （3）The culture marketing is not a title for beautifying activities, but delivering the meaning of the culture. （4）About the evaluation of the museum marketing quality, it is very difficult to evaluate the content of the culture. According to the document and results of this research, the researcher proposes the following several suggestions: 1、The suggestions for Miaoli Wood Sculpture Museum and other local museums. （1）The museum is the gathering place for the local community, which makes the long term cooperation programs with the museum. （2）For the problem of the shortage of human resources in the museum, the local community could provide the assistance. （3）The first step of the museum marketing is to make people become interested in the museum. （4）To distinguish the “marketing” and “sale” sets up the ideal of the museum marketing. （5）Combining the strategy of the museum marketing creates the opportunities. （6）Seeking the supports from the enterprises increases the resources for the museum use. （7）Stacking the local industry with the creativity sets up the new image. （8）The cultural product combined with life could develop the marketability of the museum. （9）Setting up an index of the museum marketing assessment presents an equally important content between its “quality” and “quantity”. 2、Suggestions for follow-up research （1）Study relevant research of the local museum. （2）Choose many local museums to carry out reach analysis by using different research approaches. （3）Probe into museum marketing from a consumer viewpoint. （4）Study the relevant research of cultural creativity instead of the local crafts industry.

The present project, seeks to put on the market a bicycle totally different from the one that we know of our daily life. OTZ intends to completely reformulate the concept of the bicycle, aiming to make this vehicle a unique leisure object. The great part of the use of the bicycle in our society is evident in the daily use of this vehicle as a means of transport, however OTZ tries to differentiate its product from the conventional concept of bicycle. This product distinguishes itself mainly by the standards of quality and exclusivity that it presents, giving it a character highly differentiating of all the other bicycles. OTZ is a bicycle entirely produced by hand, that uses in its construction only products whose quality standards they present are very high. The brand, given the characteristics that this bicycle presents, has as main objective to make this product entirely geared for specific routes. This project has an extraordinarily innovative character since it focuses on totally different product. The main objective of the business plan is reflected in the economic and financial evaluation of the project, taking into account its product and its potential barriers to its feasibility taking into account its nature.
O presente projeto, procura colocar no mercado uma bicicleta totalmente diferente daquela que conhecemos do nosso quotidiano. A OTZ pretende reformular totalmente o conceito da bicicleta, procurando tornar este veículo num objeto de lazer único. A grande parte do uso da bicicleta na nossa sociedade depreende-se na utilização diária deste veículo como meio de transporte, no entanto a OTZ procura diferenciar o seu produto do conceito convencional de bicicleta. Este artigo distingue-se maioritariamente pelos padrões de qualidade e de exclusividade que apresenta, conferindo-lhe um carácter altamente diferenciador de todas as outras bicicletas. A OTZ é uma bicicleta inteiramente produzida à mão, que utiliza na sua construção apenas produtos cujos padrões de qualidade que apresentam são elevadíssimos. A marca, dadas as características que esta bicicleta apresenta, tem como principal objetivo tornar este artigo num produto inteiramente vocacionado para percursos específicos. O presente projeto, apresenta um carácter extramente inovador uma vez que visa sobre produto totalmente diferente. O principal objetivo do plano de negócios depreende-se na avaliação económica e financeira do projeto, tendo em consideração o seu produto e os seus potenciais entraves quanto à sua viabilidade tendo em conta a sua natureza.

碩士
玄奘大學
國際企業學系碩士班
97
The studies use people of those, whom is on the Wood Sculpture Enterprise in Shen-I, of Taiwan Local Cultural Industry, using variance as destination Image, customer quality, and loyalty behavior intentions to develop research framework.The purpose of this study focused is: Using the Wood Sculpture Enterprise in Shen-I as research object, to discuss the relativeship between destination Image, service quality, customer satisfaction and customer loyalty. and confer the effect of demographic attribute variables on the research framework , and sugguest the business improvement idea to the Wood Sculpture Enterprise in Shen-I to formulate marketing segment strategy The studies using questionnaire and discover relativeship between different variances and research propostion by statistical analyse method. The result show: 1.There is a significant difference refer to the customers with service quality on the customer satisfaction and loyalty behavior intentions. 2.There is a significant difference refer to the customers with destination Image on the service quality. 3.There is a significant difference refer to the customers with destination Image on the customer satisfaction and loyalty behavior intentions.

碩士
龍華科技大學
商學與管理研究所
98
In recent years, the government strongly impelled industrial transformat to the tourism factory is very vigorously. Therefore, caused transformation of traditional manufacture factory becomes posseses has the manufacturing, historical cultural areas, and the sightseeing value leisure parkgarden area. Presently, the experiential marketing becomes a new academic research issue and a brand-new marketing strategy concept, is same with the tourism factory. Therefore, the main purposes of this research are to take the domestic tourism factory as the industrial background, to investigate the relationships among experiential marketing, customer satisfaction, and loyalty in the industry of tourism factory. The research findings improve a performance of marketing strategy to pomote its customer satisfaction and loylty. In this research, we use a SEM model to analzeysis to realize what the relationship among the variables of experiential marketing, customer satisfaction and loyalty of tourism factory’s customer. Also, use the Dual importance mapping (DIM) analysis to identify the experiential marketing item’s characteristics. Then, we concludes the research results as followes: (1) Satisfaction is positivly related to experiential marketing、loyalty is positivly related to experiential marketing, and he satisfaction has a mediating effect between the experiential marketing to the loyalty. (2) We found that these experiential elements reveal two-dimensionals characteristics; most of them are one-dimension and identify characteristics. (3) We found customers’ viewpoint on experiences agreement and the experiential marketing characteristics are different on influence “how they coming to the tourism factory”. Based on findings, the researcher suggests that managers of the Tourism Factory implement the experiential marketing to increase the satisfaction and loyalty.

The wood-based building products industry has experienced significant turbulence over the past several decades as a function of multiple forces including among others globalization, product and process innovation, and shifting customer and consumer interest and demands. Collectively, these changes have challenged the historical tenets which have defined industry strategy and competition in the realm of basic products and contributed to consolidation and labor reductions. Consequently, an onus has been placed on industry participants to better understand and adapt to the new competitive landscape or risk loss of competitive advantages built on the practices suited to historical tradition. However, a limited range of work that considers the machinations of turbulence and resulting strategic implications has been directed toward the industry particularly where differentiation of products is limited. A contributing factor for this deficiency is the relative stability that has defined the industry for generations due in part to limited strategic variation beyond cost and production, limited cycles of technological and product innovation, commodity nature of many products, and passive manner of consumption. Accordingly, there is value in work that takes a critical and empirical view of industry changes in the context of both strategic and competitive implications, how participating firms address challenges, and what factors influence consumer purchase decisions. This work addresses this need through examination of each element, industry, firm, and consumer, in the context of turbulence, competition, and strategy and delineates previously unidentified considerations for competing in the new landscape. At the industry level, drivers of industry turbulence and subsequent strategic challenges, adaptations, and opportunities are identified and reviewed. Analysis suggests that improved strategy which considers organizational and product differentiation beyond cost and production efficiencies permits greater stability and increased leverage in the turbulent competitive environment. Recognizing a need for improved strategy, the firm level analysis employs a primary qualitative approach to isolate previously unidentified firm qualities analogous to successful deployment of a market orientation strategy using the resource based view of the firm as a framework for analysis. Connecting strategy to the consumer and product, theoretical consumer behavior constructs (consumption, behavior, and involvement) were connected to conceptualize dimensions of product differentiation capable of holding consumer appeal and acting as behavioral drivers in the passively consumed arena of primary wood-based building products. Taken together this work provides a view of strategic considerations within the wood-based building product industry that extends beyond previous work in several ways. First, by considering industry environment, firm strategy, and consumer behavior and product differentiation collectively in the manner described, this work provides a more vertically complete strategic perspective for industry participants. Second, within each chapter, findings and case based examples relevant to each element are presented.
Graduation date: 2012

The wood products industry is influenced heavily by family ownership along the entire value chain. Although family ownership affects each link of the wood products value chain, there has been little research into the importance of products originating from family forestland. Specific attributes of products, such as origin or environmental certification, have been considered part of a business���s marketing strategies. This study evaluates the relevance of family forest wood product origin and environmental certification for Oregon consumers who participated in this study and Oregon specifiers and industrial customers. Data was collected from consumers, and specifiers and industrial customers in Oregon. Conjoint analysis was employed with softwood lumber as the product and price, wood origin, and environmental certification as the features. Results from this analysis for consumers show that wood origin is the most important factor followed by price and environmental certification. However, for specifiers and industrial customers, price is the most important factor followed by environmental certification and wood origin. "Family" is seen as the most preferred wood origin level for both buyer groups in the study.
Graduation date: 2013

This research had an objective of exploring the role of MSEs in LED through analysis of wood-work MSE value chain. The basic research questions underscore what the domestic wood-work value chain looks like; what major weaknesses and challenges confront the operation of MSEs; what major areas of upgrading and inter-firm relations are evident in the sector; and what MSE value chains contribute to LED. The research exercise was based on review of related literature and a field survey, involving MSE operators drawn from the study area (Addis Ababa). Mixed method of analysis (quantitative and qualitative) was employed to deal with the data collected through questionnaires and interviews. Porter’s model of VC (1985) and UNIDO’s description of wood-work VC (2005) were used to provide conceptual framework. The wood-work sub-sector in Ethiopia has a domestic value chain since main inputs are from local sources, designs are by local producers, and products are for domestic markets. Domestic actors govern the allocation of resources and the distribution of benefits. Public enterprises control plantations hence primary inputs. Wholesalers in turn control inputs, which finally reach MSEs through retailers. Design, production and marketing decisions are made by MSE operators. Middlemen are minor as most of the products reach consumers directly. The value-chain’s downstream is thus described by a short distribution-channel. Horizontal, non-market, linkages characterize inter-firm relations; whereas, arm’s length market linkages dominate the supplier-MSE-buyer relations. In the absence of “lead firms”, wood-work MSE value chains fail to qualify for the mainstream “buyer-driven” model. Without buyer-dominated quasi-hierarchical relationship, MSEs exercise “incremental upgrading” through learning-by-doing. Measures taken to upgrade the production process are considerably inclined to the physical (hardware) aspects of the firm. The MSE value-chain is restrained by internal and external problems. The current state of design marks underdeveloped links in the chain and delays entry into competitive markets. Despite the drawbacks, MSEs enable localities mobilize fragmented resources and create employment. MSEs contribute to LED through the value chain, right from input-sourcing to production and marketing. Inter-firm relations and upgrading efforts uphold the contributions.
Development Studies
Ph. D. (Development Studies)

O caso português da indústria dos pellets, uma referência não só europeia, mas mundial, em função do seu papel de carácter exportador e do consumo nacional pouco expressivo, é reconhecido pelo incremento da valorização generalizada da bioenergia. Por conseguinte, os juízos ao setor, pondo em causa a sua sustentabilidade, a par das ocorrências de devastação florestal em Portugal, como os incêndios, que comprometem a disponibilidade de matériaprima, tornam relevante a definição de uma estratégia sustentada nestas diretrizes ambientais. Neste contexto, caraterizado pela competitividade do setor energético e carência pela eficiência na utilização de recursos considerados escassos, a conceptualização de uma ferramenta de gestão, como o Balanced Scorecard, é uma mais-valia para as empresas inseridas neste setor. Assim, o presente estudo, através da elaboração de um Balanced Scorecard, surge a fim de proporcionar às empresas produtoras de pellets, um recurso que prime pela criação de valor e ajustado à realidade global da indústria. Para tal, a investigação segue uma metodologia qualitativa com recurso ao método de estudo de caso, de carácter intervencionista, através da realização de entrevistas semiestruturadas a profissionais da área e recolha e análise documental. Face à lacuna existente na literatura sobre o tema em estudo, o maior contributo teórico prende-se com a abordagem a um setor pouco explorado na área da contabilidade e da gestão. Por sua vez, tem-se que o contributo prático será, num estágio futuro, a implementação desta ferramenta de gestão, naquele que é um setor com potencialidade de valorização na estratégia nacional de energia.
The Portuguese case of the wood pellets industry, a reference, not only in Europe, but also worldwide, due to its role as an exporter and low national consumption, is recognized by the wide increase of bioenergy appreciation. Consequently, judgments within the sector, questioning its sustainability, alongside with the forest devastation in Portugal, such as fires, that compromise the availability of raw material, make the definition of a strategy based on these environmental guidelines relevant. In this context, characterized by the competitiveness of the energy sector and lack of efficiency in the use of scarce resources, the conceptualization of a management tool, such as the Balanced Scorecard, is an asset for companies in this sector. Thus, through the elaboration of a Balanced Scorecard, this study appears in order to provide companies that produce wood pellets, a resource that excels in creating value and adjusted to the industry global reality. To this end, the investigation follows a qualitative methodology using the case study method, of an interventionist nature, through semi-structured interviews conducted to specialists in the area and collection and document analysis. Taking into account the gap in the literature regarding the subject under study, the major theoretical contribution is related to the approach to a little explored sector within accounting and management areas. In turn, the practical contribution will be, at a future stage, the implementation of this management tool, in a sector with the potential to enhance the national energy strategy.