Effectiveness of branding a commodity product

Article Abstract:

North American producers of commodity-like wood products such as softwood dimension lumber and plywood face a considerable challenge in attempting to differentiate their product lines. Their main market, residential construction, accepts a system of standardized product grades recognized throughout North America, making product differentiation difficult. Some producers have vertically integrated into wholesale distribution to differentiate their products by better service and delivery. Brand naming as a tool for differentiation has received only limited use, however, with a new family of reconstituted structural wood panels, most producers are now pursuing a branding strategy for these new products. Our goal in this study was to examine this change of strategy and its effectiveness. (Reprinted by permission of the publisher.)

Analysis, Lumber industry, Brand name products, Brand names, Commodities

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Gift-giving and gift-taking in industrial companies

Article Abstract:

Practicing purchasing managers representing 344 manufacturing firms were asked about their firms' policies on buyers accepting gifts from vendors. These questions were asked in face-to-face group meetings held throughout the United States. The purchasing managers were also quizzed on their attitudes about gift-giving and gift-taking in the industrial setting. The results of this study clearly indicate that most manufacturing firms with over 200 employees have made a formal attempt to address the vexing problems of gift-giving. However, evidence was found that company-wide enforcement of gift policies is a strong irritant to purchasing managers. (Reprinted by permission of the publisher.)

Gifts, Vendors and purchasers (Law)

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How to identify differences between market segments with attribute analysis

Article Abstract:

Determinant attribute analysis, a technique that isolates critical product attributes, can be a useful managerial tool in old line industries hoping to penetrate new markets with commodity-like products. A nationwide mail survey was used to collect primary data from professional end users of siding products. The dual question method was used to calculate determinance scores for 23 siding attributes and multiple discriminant analysis was used to highlight differences between four builder type market segments. (Reprinted by permission of the publisher.)

Building materials industry, Products, Market share

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