Erlend Nybakk, Pablo Crespell, Eric Hansen. (2011). Climate for innovation and innovation strategy as drivers for success in the wood industry: moderation effects of firm size, industry sector, and country of operation. Silva Fennica vol. 45 no. 3 article id 110. https://doi.org/10.14214/sf.110

Keywords: comparative management; innovations; organisational culture; strategy; wood industry; working climate

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This study examines the relationships between firm financial performance and a) the climate for innovation and b) innovation strategy in the wood products industry. The focus is on the moderator effects of firm size, country of operation, and industry sector. Using a sample of 460 responses from chief executive officers and top managers of Norwegian and US firms, we conducted a regression analysis to probe for interaction effects. The sample included primary and secondary manufacturers of various sizes. Consistent with previous studies, we found a positive impact for both a climate for innovation and an innovation strategy on firm performance. In terms of moderation, only one interaction was found to be significant, representing a moderator effect of industry size on the climate-performance relationship. Further testing showed that secondary, large manufacturers exhibited a weaker, yet still positive, relationship between climate for innovation and performance. This low level of significant interactions suggests stability of the relationship among the main factors depicted in the model, with important implications for managers and future research. These findings indicate that a positive climate for innovation and a management committed to innovation through an innovation strategy have a positive effect on the bottom line of wood products firms. This effect holds true regardless of industry, size, or country, so most firms can benefit from the implementation of these pro-innovation practices.

Nybakk, Norwegian Forest and Landscape Institute, P.O. Box 115, N-1431 Ås, Norway E-mail: nye@skogoglandskap.no
Crespell, FPInnovations (Forintek Division), Vancouver, BC, Canada E-mail: pc@nn.fi
Hansen, Oregon State University, College of Forestry, OR, USA E-mail: eh@nn.us

article id 389, category Research article

Ritva Toivonen, Eric Hansen, Erno Järvinen, Raija-Riitta Enroth. (2005). The competitive position of the Nordic wood industry in Germany – intangible quality dimensions. Silva Fennica vol. 39 no. 2 article id 389. https://doi.org/10.14214/sf.389

Keywords: wood products; quality; the intangible product component; performance

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This study examines the importance of various intangible product quality dimensions as perceived by wood-trading retailer and wholesaler companies in Germany. Using perceived importance and perceived performance, the study first examines the dimensionality of intangible product quality and then compares Nordic wood product suppliers with suppliers from other major supply regions. Data was collected from 76 German companies during 2000–2001. Results indicate that intangible product quality can be described in three dimensions, “Behaviour and Image”, “Serviceability and Environment”, and “Reliability”. Results also show that Nordic suppliers do not have a strong competitive position in Germany in terms of intangible product quality dimensions. Thus, Nordic suppliers could improve their competitive position by enhancing their service, logistics and other dimensions of the intangible product offering.

Toivonen, Pellervo Economic Research Institute PTT, Eerikinkatu 28 A, FI-00180, Helsinki, Finland E-mail: ritva.toivonen@dnainternet.net
Hansen, Oregon State University, Dept. of Wood Science & Engineering, Richardson Hall 108, 97331-5751 Corvallis, OR, USA E-mail: eh@nn.us
Järvinen, Pellervo Economic Research Institute PTT, Eerikinkatu 28 A, FI-00180, Helsinki, Finland E-mail: ej@nn.fi
Enroth, Finnish Forest Research Institute, Unioninkatu 40 A, FI-00170 Helsinki, Finland E-mail: rre@nn.fi

article id 505, category Research article

Jari Kärnä, Eric Hansen, Heikki Juslin. (2003). Environmental activity and forest certification in marketing of forest products – a case study in Europe. Silva Fennica vol. 37 no. 2 article id 505. https://doi.org/10.14214/sf.505

Keywords: environmental marketing; green marketing; European forest industry

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Forest industries and their industrial customers from four European countries were surveyed by interviews to study the environmental emphasis and the role of timber certification in their marketing planning. Most of the Finnish, Swedish, German and British companies have begun to integrate environmental issues in their strategic, structural and functional level marketing decisions. They see forest certification as a necessary tool for marketing forest products. The level of environmental activity (greenness) of the companies was studied by creating a one dimensional factor score rating. The logic of marketing planning was tested by using one functional level marketing tool – forest certification – as an example to examine how well the level of greenness explains the importance of forest certification for the company. The results show that in the surveyed companies the level of greenness has more explanatory power than background factors such as country or industry sector. The integration of environmental issues into marketing planning and the interest in forest certification by these companies can provide meaningful insights for the forest industries worldwide as they confront similar issues.

Kärnä, Finnish Forest Research Institute, Vantaa Research Centre, P.O. Box 18, FIN-01301 Vantaa, Finland E-mail: jari.karna@metla.fi
Hansen, Oregon State University, Department of Wood Science and Engineering, Richardson Hall 108, 97331-5751 Corvallis, OR, USA E-mail: eh@nn.us
Juslin, University of Helsinki, Department of Forest Economics, P.O. Box 27, FIN-00014 University of Helsinki, Finland E-mail: hj@nn.fi

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