... planning and better implementation of strategies are important ingredients to enhanced competitiveness and improved marketing of softwood lumber. Marketing is becoming an increasingly important factor influencing the competitiveness of the sawmill industry and may be one answer to the challenges facing the industry. However, a move toward a more marketing-oriented philosophy and an ability to adapt to the fast-paced changes in the operating environment requires changes in strategy and strategic thinking (24). Accordingly, this article explores the marketing strategies employed by softwood sawmills in western North America. By better understanding current strategies, it is possible to identify gaps and areas for improvement. THE STRATEGY CONCEPT AND STRATEGIC PLANNING Strategy is a nebulous concept with multiple definitions and little consensus regarding its makeup (8,24). One reason for this difficulty is that the term "strategy" often refers to different hierarchical levels such as the corporation, the strategic business unit, and marketing. The ...

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