Methods to integrate market orientation in technological development: The case of new technologies to produce bioactive substances from wood

Tobias Stern (Corresponding Author), Caroline Ledl, Annemarie Haydn, Sebastian Koch, Juha Hakala, Eemeli Hytönen, Peter Schwarzbauer

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)

Abstract

Technical research projects often target innovative high-value products. These products may serve dynamic and fast-growing markets. However, while the general demand for such products may be very high and a lot of technical research is carried out in developing the respective processes, only very few new technologies and products are commercially realized and placed on the market. In order to widen the market focus toward a more comprehensive understanding of technical development, this study presents a mix of methods, including production cost analysis, business-to-business survey, and market impact assessment. When it comes to exploring a new technology that produces bioactive substances from wood, this article shows how the previously mentioned methods can be adapted, applied, and integrated for its successful commercialization.
Original languageEnglish
Pages (from-to)139-147
JournalForest Products Journal
Volume65
Issue number3-4
DOIs
Publication statusPublished - 2015
MoE publication typeA1 Journal article-refereed

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