Builders were surveyed to explore perceptions regarding small-diameter roundwood (SDR). The study empirically tests a model of builders’ attitudes and opinions about using SDR as a building material in recreational buildings. Findings suggest that, of the 130 builders surveyed, most are likely to use SDR in recreational buildings when it meets the following criteria: 1) a pleasing aesthetic that blends in with the environment; 2) easy and convenient to work with; 3) readily available and long lasting; and 4) when they are empowered to make SDR purchase decisions. Additionally, builders are segmented into propensity-to- innovate groups, and marketing strategies are discussed. Ready Builders should be given SDR information through technical reports or building or purchasing trade journals. Interested Builders should be targeted through SDR salespeople, who receive in-depth SDR sales training. Cautious Builders can be reached through selling complete solutions for SDR recreational buildings, such as a bundled product that offers all needed features, functions, and technical support, as well as an attractive price. The importance of this research is that it enhances our understanding of what augments or detracts from the decision to use SDR in recreational buildings and as such may offer entrepreneurs insights into profitable SDR opportunities.
Cantrell, Randall. 2004. An empirical analysis of an innovative application for an underutilized resource: small-diameter roundwood in recreational buildings. Forest products journal. Vol. 54, no. 9 (Sept. 2004): Pages 28-35