To achieve focus and pace, the programme comprises a number of short projects:
- Architects and building engineers perceptions of timber framed housing
- Customer portfolio management
- Consumer preferences when purchasing wood flooring
- Perceptions of wood
- Business relationships between suppliers and their industrial customers
Related projects at the department include:
- Marketing of Swedish wood in Spain
- New product development
Architects and building engineers’ perceptions of timber framed construction
Since the reregulation of the Swedish construction laws in the mid 1990s, timber framed multi-story housing construction has been a hot topic for government and researchers alike. Much work in this field has studied pilot multi-story building projects, mainly from a technical perspective. This research distinguishes its approach by assessing architects and building engineers’ perceptions of timber framed construction. The intent is to capture their rationale for choosing or rejecting timber framed construction - and, the factors that influence their thinking.
Customer Portfolio Management
Earlier research in the MIK programme found that cooperative relationships with innovative customers had played a significant role in the development of the largest twenty firms in the Swedish sawmilling sector. To deepen our understanding of the strategic significance of cooperative relationships, this project aims to assess manager rationale in developing and sustaining cooperative relationships with key customers. And, how they identify key customers. To extend the scope of our work to cover the population of around 150 firms in the Swedish sawmilling sector, we are also surveying firms about the types of relationships they have with a number of their customers.
Customer preferences in the DIY-sector
Consumer interest in home renovation and maintenance is increasing in Sweden, generating growth in the Builders’ merchants and DIY-sectors. Since consumers’ aspirations and tastes are increasing and diversifying, fashions change, and competition within this retail sector intensifies, wood flooring producers need to know more about different customer segments to develop their business with retailers. The project therefore analysed DIY-customers’ preferences in selecting wood and non-wood flooring for their homes. A number of attributes of DIY flooring offering were examined to ascertain influences on consumers’ purchasing behaviors. These attributes included floor material, service and advice, as well as environmental labelling.
Perceptions of wood
People often select wood as a material for interior design and home furnishings based on its look and feel. However, it is a challenge to describe what people mean by ‘look and feel’ systematically. This explorative project therefore seeks to identify the principal connotations and attributes people have and attach to wood as a material. Sensory analysis methods are deployed to test the impact of senses, vision, touch, sound and smell. The research is carried out in collaboration with Innventia. The project will also include dissertation work on preferences for wood and wood-based hybrid products.
Business relationships between suppliers and their industrial customers
In many industries, suppliers and their customers have developed cooperative relationships to ensure mutually beneficial business development. An assessment of whether the Swedish sawmilling sector has similarly evolved relationship business practices was therefore made. By examining business practices and developments from 1990 to date, the research aimed to ascertain what types of relationships sawmilling firms have had with their customers. And, whether relationships have played a role in business development and growth.
New product development
The Nordic wood industry has long been characterized as production-oriented. Today, changes in the market challenges the industry to increase its speed of innovation. However, research on innovation in the wood industry is scarce - the topic is ‘a wide open field’ for research. The purpose for the project, which is partly coordinated with a Finnish-Swedish collaboration, is to explore strategic innovation in the Nordic wood industry, e.g. antecedents and success factors.
Diffusion of innovations in wood construction
Enhanced understanding of the diffusion of innovations can influence innovative design and the potential viability of the innovation. Yet, successful diffusions of sawmill innovations to the construction industry have not been formally studied. The research project investigates the diffusion of innovation process and the factors promoting successful innovation implementation.
Knowledge management in innovation
The purpose is to develop and assess methods for a customer focused product development. Hence we investigate the opportunities for implementing enhanced methods for need assessment and product development. The research will also develop formalised procedures for handling customer related information that will enhance the efficiency of daily operation as well as of increasing innovativeness and product development within the firms.