Steven A. Sinclair

Effectiveness of branding a commodity product

Abstract North American producers of commodity-like wood products such as softwood dimension lumber and plywood face a considerable challenge in attempting to differentiate their product lines. Their main market, residential construction, accepts a system of standardized product grades recognized throughout North America, making product differentiation difficult. Some producers have vertically integrated into wholesale distribution to differentiate their products by better service and delivery [3]. Brand naming as a tool for differentiation has received only limited use, however, with a new family of reconstituted structural wood panels, most producers are now pursuing a branding strategy for these new products. Our goal in this study was to examine this change of strategy and its effectiveness.

Changing Strategies in Mature Industries: a Case Study

States that while mature industries are a major part of the US economy, little empirical information is available on competitive strategies appropriate in the mature environment. Discusses, via a case study of the US hardwood lumber industry, the idea that cost‐based strategies based on Overall Cost Leadership are not sufficient for mature basic industries. Concludes that the results offer understanding of the strategic changes which can occur during the maturity stage of the industry life cycle and recommends possible ways of competing in this environment.

How to identify differences between market segments with attribute analysis

Abstract Determinant attribute analysis, a technique that isolates critical product attributes, can be a useful managerial tool in old line industries hoping to penetrate new markets with commodity-like products. This article uses residential siding materials as an example. A nationwide mail survey was used to collect primary data from professional end users of siding products. The dual question method was used to calculate determinance scores for 23 siding attributes and multiple discriminant analysis was used to highlight differences between four builder type market segments.

Perceptual Mapping: a Tool for Industrial Marketing: a Case study

Describes the uses and advantages of perceptual mapping, a consumer‐based modelling technique having both diagnostic and strategic applications, particularly in determining the threat posed by substitute products and in developing competitive strategies. Uses a case study approach of analysing companies in traditional manufacturing industries who are attempting to move from basic commodities to faster growing “value‐added” products. Concludes that perceptual maps are effective in developing new products and product positioning and can be easily used by managers in developing actions.

Adoption of continuous processing technologies: Its strategic importance in standardized industrial product-markets

Abstract The adoption of continuous, new, processing technologies has frequently been discussed in business theory; however, its impact on firm performance has rarely been empirically examined. This study examines its importance for manufacturers of standard industrial products by using the wood building products industry as a representative industry. Firms are grouped, based on their level of adoption, using a hierarchical clustering technique. These groups are then profiled using descriptive statistics. Results provided a measure of empirical evidence that increased adoption of new, continuous, processing technologies was linked to superior performance as measured by profitability and changes in relative market share. Firm size, investment intensity, and degree of forward vertical integration had little bearing on whether a firm adopted these processing technologies. These results suggest that firms operating in standardized industrial product-markets should consider the adoption of new, continuous, processing technologies as part of their business strategy.