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Abstract

Increased concern about the environmental and health effects of wood preservation methods motivate producers to find new wood products for outdoor use that combine durability, environmental friendliness and consumer appeal. Consequently, the industry must improve its ability to elicit key product attributes for the consumers and to transform this knowledge in popular wood products. Different approaches for attribute elicitation and marketing planning for outdoor wood are applied and discussed in this paper. The approaches are sensory analysis, free elicitation, segmentation, and conjoint analysis. The results indicate that all these methods are promising for new product development in the wood industry. The methods have different strengths and weaknesses and their application and successful use for new products also involve the development of new capabilities in the industry.

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