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Publication: Journal of Forest Products Business Research
Authors: 0
Reference ID: Volume 9, Article No. 2
Publish Year: 2012
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Title: The Evolution of Decking Advertising in the Western U.S.: 1996-2006
The 10 years between 1996 and 2006 brought considerable change to the decking industry, including the introduction of many new products. Principal among these was wood plastic composite (WPC) decking. This study investigates how traditional wood decking companies in the western U.S. responded to competitive threats by way of communication, particularly through print advertising. Beyond ascertaining basic effects of a new product entry, there is interest in evaluating the sophistication and innovativeness of new product ads relative to traditional product ads in the context of a business-oriented periodical. Given that the forest products industry is dominated by business-to-business exchange, there is an assumption that the majority of industry driven communications and marketing will be directed to other channel members. However, casual observation suggests that the
combination of increased competition and maintaining a greater customer and competitor orientation has resulted in decking ads from companies that tend to be more market oriented. This observation is examined through the use of Porter’s five forces model and the behavioral components of market orientation of businesses in the industry. Overall, this research seeks to identify changes over time in decking advertising by companies across deck products and product types with the entry of substitutes into the marketplace in physical terms (number and nature), as well as content (sophistication and innovativeness) of advertisements.
Study results show that advertising in the western U.S. decking sector has changed with the entry of WPCs in terms of increases in number of advertisements produced, the focus on product characteristics, and advertising sophistication among producers.

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