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Establishing New Markets for CLT – Lessons Learned

July 31, 2017 @ 10:30 am

CLT is becoming global. New countries and regions increasingly realize the potential of what can be done with CLT. As a result, new markets are forming and new companies are entering the industry. Every new region or country that opens its doors to CLT has its own challenges and opportunities. However, there is the unique opportunity to learn from the existing Original Market in Europe and the companies that have been successful there for many years. Especially the German-speaking alpine region was, and still is, the cradle of CLT innovation. Therefore, this research, using qualitative methods, analyzed market characteristics and business models of this region. Lessons that were learned over the years were found, including topics like timber education, building services, tall wood buildings and design processes. Also, the new North American market was analyzed upon what threats and challenges CLT is currently facing there. The combined findings give an enhanced understanding of how the implementation of CLT in North America, as an example of a new global market, can be fostered.

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Gabriel has done his undergrad in Wood Construction in Kuchl, Austria and just graduated from his master’s degree at OSU in Wood Science with a strong focus on Forest Products Marketing. His research was conducted in German language in Europe and in English in North America.