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A Cross-National Investigation of Softwood Sawmill Marketing Strategies

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The concept of marketing strategy at the interface between a company and its environment (customers, competitors, and stakeholders) has been a topic of lively discussion since the late 1970s. The marketing strategy concept has evolved from the fundamental marketing management questions regarding elements of the marketing mix to a more extensive concept whereby the ultimate objective is to gain competitive advantage. This paper provides primary data collected from 102 companies in 3 nations/5 regions: Finland, Western Coast USA, Western Inland USA, Coastal British Columbia, Canada, and Interior, British Columbia, Canada. Empirical testing was conducted by measuring a firm's marketing strategy, determined by making strategic decisions concerning products, customers, market areas, and marketing competences. Factor analysis discovered five underlying dimensions of market strategy which were subsequently measured and plotted graphically by the five producing regions included in the study. Comparisons and contrasts of the marketing strategies of the various regions are examined and discussed. For. Sci. 42(3):290-299.
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Keywords: Marketing strategy; marketing competence; strategic dimensions

Document Type: Journal Article

Affiliations: Associate Professor, Penn State University, 308 Forest Resources Laboratory, University Park, PA 16802-4705

Publication date: 1996-08-01

More about this publication?
  • Forest Science is a peer-reviewed journal publishing fundamental and applied research that explores all aspects of natural and social sciences as they apply to the function and management of the forested ecosystems of the world. Topics include silviculture, forest management, biometrics, economics, entomology & pathology, fire & fuels management, forest ecology, genetics & tree improvement, geospatial technologies, harvesting & utilization, landscape ecology, operations research, forest policy, physiology, recreation, social sciences, soils & hydrology, and wildlife management.
    Forest Science is published bimonthly in February, April, June, August, October, and December.

    2016 Impact Factor: 1.782 (Rank 17/64 in forestry)

    Average time from submission to first decision: 62.5 days*
    June 1, 2016 to Feb. 28, 2017

    Also published by SAF:
    Journal of Forestry
    Other SAF Publications
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