STRATEGIES FOR THE SOUND USE OF WOOD:

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STRATEGIES FOR THE SOUND USE OF WOOD The
competitive climate for wood and Paper
packaging Substitution Environmental
Promotion by Jan Hagstedt
senior advisor Nordic Timber Council
Poiana, Brasov Romania 24 March 2003

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The competitative climate of wood
better than in decades
but also a Janus face in wood
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The sound use of wood?
The easy answer
Implying
Sustainable use of Resources!
Sustainable use of more wood!
will not happen unless
and that is why
wood has to be charged with Information and
Know How!
wood fulfils needs dreams!
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The sound use of wood, cont.
Because
and
price/performance in relation to others
Know How to use wood
are decisive factors
So
Competitive wood products is Sound use of wood
for the actual use of wood
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ConclusionThe sound use of wood is were well
thought out, rationally produced and marketed
wood products are competitative on an open
market, with neutral and fair rules and
regulations, in relation to competing products
made of other materials.
Because Wood is almost the only truly
sustainable material
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Energy
- and its implications
Sustainability ? Pollution ?
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from Raw material
to Products
The difference Knowledge
Know How
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End user Oriented!
Architect, Builder The little man, DIY
Deformation professionell?
Forester Miller Trader
Trade oriented!
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Know How - in the distribution chain
Distrib. Sales
Forest
Sawmill
Factory
Use
Knowledge
Now
Future ?
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The Way Forward
Increased Promotion RD Lobby
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Promotion - principle
Money Information
4 Tell how

• Education
• Tools
• Information

3 Convince
2 Create interest

• Arguments
• Logical objective
• Emotional

1 Get the attention
andIf you are not seen you do not exist
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The Nordic Timber Councils VISION

• Wood wood based products should have a leading
  position
• in Building in Europe
• We will all benefit from using more wood!

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The strategy
Sustainability Know How

• Opinion makers PR and Lobby PR
• Specifiers End users Promotion
• Producers Product Development
• Politicians Fair rules regulations
• Start doing something!

even if there is a head wind
If you are not seen you do not
exist
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• Demo buildings for all interested
• Cost evaluations/benefits for the economist
• Trendiest for the trend setters
• Publicity

Setting the example
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Conclusions

• Diverging trends in the competitive climate
• General climate attitudes improving in Europe
• Some market segments under hard pressure
• Wood competitive on the political scene
• Wood falls short in
• - product development
• - market knowledge
• - market penetration
• Fragmented industry

Total effect?
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A wood bridge in time space
A moose head 7 800 years old
The Red Sea 2 003 - The emotional and practical
qualities of Nordic Red pine
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Thank you for the attention!