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Identifying market mobility barriers for wooden single-family house producers to enter the multifamily segment
Linnaeus University, Faculty of Technology, Department of Mechanical Engineering. (Industriell ekonomi, Industrial Engineering)
Linnaeus University, Faculty of Technology, Department of Mechanical Engineering.
Linnaeus University, Faculty of Technology, Department of Forestry and Wood Technology.ORCID iD: 0000-0003-0130-3356
2018 (English)In: Social Influences, Forest Products Society, 2018Conference paper, Published paper (Refereed)
Abstract [en]

In the past decades, the housing shortage in Sweden accumulated to a level that led to acute problems for many people combined with continuously rising housing prices. The market for single-family houses, where wood dominates with 85 – 90 % of market share, is highly competitive with many companies offering relatively similar products or services. To serve the demand on that market, only 38 % of the existing companies were needed. One way to tackle the existing housing shortage, and to develop new business opportunities, could be to get more companies from the single-family house industry to produce multi-family houses. Current competence in prefabricated house production could be utilised, yet, other areas could act as barriers for these companies. The aim of this study is to identify potential market mobility barriers for Swedish companies currently producing wooden single-family houses to develop towards the construction of multi-family houses. This will be conducted by initial interviews with decision makers in those companies, combined with a survey-study covering companies within the industry. The results show that the main market mobility barriers are related to the strong market presence of traditional building materials, lack of knowledge by the market of wood as a suitable building material and the importance of governmental guidance and actions.

Place, publisher, year, edition, pages
Forest Products Society, 2018.
Keywords [en]
Wooden single-family houses, Market mobility barrier, Wooden multi-family houses, Industry analysis, Market development strategies.
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:lnu:diva-76230OAI: oai:DiVA.org:lnu-76230DiVA, id: diva2:1221529
Conference
Forest Products Society 72nd International Convention - Forest Products: Key To A Sustainable Future,June 11-14, 2018, Madison, USA.
Note

Ej belagd 180903

Available from: 2018-06-20 Created: 2018-06-20 Last updated: 2019-06-03Bibliographically approved
In thesis
1. Identifying drivers and barriers for market growth within the industry producing wooden multi-family houses: Land allocation process for future growth
Open this publication in new window or tab >>Identifying drivers and barriers for market growth within the industry producing wooden multi-family houses: Land allocation process for future growth
2019 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

At present, Sweden is experiencing a housing shortage, which Swedish authorities expect to continue until at least 2025. Producers of wooden multi-family houses have a relatively small market share compared to those who use traditional building materials. Limited ability to meet the increased building demand restricts possibilities for development regarding innovation, bio-economy and sustainability.

 

Swedish municipalities are responsible for planning the building development in their regions based on their projected requirements and strategies. Combining this with a desire to develop sustainable building solutions based on wood increases complexity in the public procurement process. Currently, public building developments are achieved through the Public Procurement Act or land-allocation activity, depending on the development strategy. This normally involves developing local strategies regarding, e.g. design, material choice and geographical development. Identifying drivers and barriers in the industry and market enables improved market entry activities related to public building initiatives using wood-based solutions. Hence, improving transparency in land-allocation activity generates possibilities for companies to respond successfully to requests from municipalities. This knowledge is used to better understand the required strategic development for companies, the government and municipalities to increase use of sustainable building materials such as wood in Swedish multi-family housing projects.

 

Results show that the industry experiences barriers associated with municipalities' actions and knowledge related to wood as a building solution. Further, concrete’s strength as a building material is an issue, since municipalities tend to opt for familiar solutions. Furthermore, the way in which municipalities manage land-allocation activity is perceived as insufficient, with limited information, a subjective evaluation process, and uncertainties regarding their roles in the process. These factors contribute to ambiguity and sub-optimisation for developers proposing wood-based building solutions.

Abstract [sv]

Sverige är just nu inne i en bostadskris som enligt de svenska myndigheterna förväntas fortsätta fram till 2025. Tillverkare av flerfamiljshus i trä har en relativt liten marknadsandel jämfört med de traditionella byggnadsmaterialen. Den begränsade byggkapaciteten av träbyggnation hindrar även möjligheterna till innovation, bioekonomi och hållbarhet med fokus på miljömässiga och hållbara byggnadsmetoder.

 

Svenska kommuner ansvarar för att planera en lämplig bostadsutveckling som bygger på krav och strategier i relation till bostadsförsörjningsplanen. Komplexiteten ökar när man kombinerar den ökade efterfrågan med en önskan att utveckla hållbara byggnadslösningar baserade på trä, vilket för närvarande uppnås genom offentlig upphandling eller markanvisning beroende på kommunens utvecklingsstrategi. Detta kan även inkludera lokala strategier beträffande t.ex. design, materialval och geografisk utveckling. Genom att analysera industrins drivkrafter och barriärer kan förbättringsfaktorer identifieras och kunskap om dessa kan bidra till en marknadsutveckling av träbyggnation relaterat till kommunernas behov av bostadsförsörjning. En ökad tydlighet medför förbättrade möjligheter för företag att framgångsrikt svara på kommunernas förfrågan gällande bostadsutvecklingsprojekt. Denna kunskap kan även användas av företagen, regeringen och kommunerna för att bättre förstå det strategiska utvecklingsbehovet relaterat till hållbart byggande av flerfamiljshus med trästomme.

 

Resultaten i denna avhandling visar att industrin upplever hinder som hör samman med kommunernas agerande och dess kunskapsnivå avseende till träbyggnadslösningar. Den nuvarande marknadsdominans för betong som byggmaterial är ett problem då kommunerna ofta tenderar att välja välkända lösningar. Industrin upplever att kunskapsnivån bland de kommuner som hanterarar markanvisningar är otillräcklig, med subjektiva bedömningar av de presenterade byggnadslösningarna, samt kombinerat med otydliga roller inom markanvisningsprocessen. Dessa faktorer bidrar till osäkerhet och suboptimering för de byggherrar som föreslår en bygglösning baserat på trä.

Place, publisher, year, edition, pages
Växjö: Linnaeus University Press, 2019. p. 187
Series
Linnaeus University Dissertations ; 345
Keywords
Wooden multi-family houses, Industry structure, Land allocation activity, Public procurement process, Company drivers, Market barriers.
National Category
Other Mechanical Engineering
Research subject
Technology (byts ev till Engineering), Forestry and Wood Technology
Identifiers
urn:nbn:se:lnu:diva-84503 (URN)978-91-88898-42-5 (ISBN)978-91-88898-43-2 (ISBN)
Public defence
2019-08-28, N1017, Växjö, 10:00 (English)
Opponent
Supervisors
Available from: 2019-06-04 Created: 2019-06-03 Last updated: 2019-12-06Bibliographically approved

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Identifying market mobility barriers for wooden single-family house producers to enter the multi–family segment.(241 kB)57 downloads
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Lindblad, FredrikSchauerte, TobiasJohansson, Jimmy

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