Browsing by Author "Lyon, Scott"

Now showing 1 - 4 of 4
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    Breaking down barriers: Market opportunities for Appalachian forest products in Central America
    Lyon, Scott (Virginia Tech, 2011-07-08)
    The research purpose was to determine strengths and weaknesses of Appalachian wood products sales in Central America. In the future, there may be a greater need for international forest products in Central America due to increasing population size, tourism, and deforestation. Potential market opportunities for Appalachian forest product companies in Central America were evaluated and strategies were developed to increase exports from Appalachian wood product companies. Interviews of Central American wood products wholesalers and government and non-government officials were conducted to determine the current situation of the forest, the demand for local wood production, and potential for future production of wood products. A survey of wood products retailers and manufacturers was conducted to determine drivers and barriers of the sale of Appalachian wood products in Central America. Models were developed to describe relationships between company performance and suppliers and a series of independent variables (e.g, supplier promotion, product attributes). Results suggested that U.S. wood products companies have not put enough effort into marketing forest products in Central America. Central American wood products consumers lack knowledge of Appalachian wood products and their advantages over wood products currently used. Inconsistencies between Appalachian and Central American wood products industries (e.g., dimensions, species terminology) act as a barrier to efficient exchange of wood products. Models suggest that companies may need to focus on barriers to increase company performance. The best market strategies for Appalachian forest products companies to increase sales into Central America are: partner with local wholesalers, offer higher value-added products, maintain similar pricing with competition, and offer sales and product discounts.
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    A Case Study to Determine Drivers and Barriers of Appalachian Forest Products in Central America
    Quesada, Henry Jose; Lyon, Scott; Smith, Robert (Instituto Tecnologico De Costa Rica, 2012-06-04)
    The purpose of this research was to determine drivers and barriers of Appalachian wood product competitors in Central America. Potential market opportunities for Appalachian forest product companies in Central America were evaluated and strategies were developed to increase exports of Appalachian wood products to Central America. The findings support the claim that United States forest product companies have not put enough effort into marketing forest products to Central America. Forests in El Salvador, Panama, and Costa Rica are limiting harvests and the industry lacks support from the government, reducing the amount of raw material and production. Inconsistencies between Appalachian and Central American wood products industries (e.g., dimensions) act as a barrier to the efficient exchange of wood products. The best market strategies for Appalachian forest products companies to increase sales into Central America are: partner with local wholesalers, offer higher value-added products, and maintain similar pricing with competition. An outside source of wood is needed to meet the needs of growing regional infrastructure.
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    Exports of U.S. Hardwood Products: Increasing Performance in Asia and Western Europe
    Arias, Edgar; Lyon, Scott; Quesada, Henry Jose; Smith, Robert (Virginia Tech, 2013-11)
    The identification and understanding of factors impacting international markets for primary hardwood products (i.e. lumber) in key US overseas markets is essential for US hardwood producers to shape successful marketing strategies. Previous research (Parhizkar, et al. 2009, Buehlmann, et al. 2007, and Luppold 2006) indicates that exporting activities are vital for the US hardwood industry to survive. Exports haven’t risen to match 2007 records, but they have certainly become a key market for present and short term US hardwood production. In 2011, exports represented 17.3% of the volume of all Eastern US hardwood production (1.2 BBF), which translated into a 46.5% of all grade lumber markets and 58.0% of the volume of mid-to upper-grade markets (HMR, 2012). From 2009 to the end of 2012, the volume of exports of hardwood lumber increased by 60% (USDA FAS GATS, 2013). The key hardwood species exported to international markets include: Red Oak, White Oak, Ash, Walnut and Yellow poplar (HMR, 2012). International markets are growing in importance and have become a marketing research priority.
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    Fostering Relationships Among Central American and Appalachian Forest Products Companies
    Lyon, Scott; Quesada, Henry Jose; Smith, Robert (Virginia Tech. Center for Forest Products Business, 2011-11)
    Exporting wood products offers many advantages for firms entering the global market, such as increased profits and credit, market growth, and economic strength (Parhizkar 2008; McMahon and Gottko 1989). In the past few years, parts of the U.S., such as the Appalachian region, have suffered from the economic crisis resulting in forest products mill closures and loss of employment due to an increase in competition. An increase in global competition has caused the decrease of domestic markets for U.S. furniture. This increase in competition has taken a toll on the Appalachian hardwood lumber industry (Bowe et al. 2001). Forest products companies in the Appalachian region must be innovative in their marketing strategies to find potential markets for their products (Naka et al. 2009). Therefore, Appalachian wood products companies may need to increase product competiveness by expanding export markets and improving product promotion (Wang et al. 2010). International marketing of wood products is essential for the Appalachian region to strengthen its economy (Hammett 1996). Studies in the forest products industry have found several factors that affect successful product export. The research of Ifju and Bush (1993) suggests that small, domestic companies view themselves as non-exporters, but they still have potential to export. Non-exporting companies attempting to enter a global market state that the primary reason they have not done so is lack of market information regarding product specifications and distribution channels (Ifju and Bush 1993). A study of Appalachian hardwood lumber exports showed that production limitations and a small number of employees did not significantly affect exporting, but the need for marketing information was a major hurdle for companies (Parsons 2002). Overall, the lack of market information is believed to be the main barrier for potential exports of forest products overseas (Ifju and Bush 1993; Naka et al 2009). Wood products companies in the Appalachian region must gain a better understanding of the trade barriers in an overlooked market, such as in Central America in order to market products and trade successfully (Salamone 2000; Figure 1). The objective of this study was to identify market drivers and barriers for the sale of Appalachian wood products to the Central American market through a survey of wood products firms.