Value-added Decking and Cladding - A Case Study of the Swedish Market


  • Jonas Johansson Mid Sweden University


Decking products, Swedish market, Porter’s Five Forces, PESTEL, Value-added


The range of value added decking and cladding products currently available on the Swedish market is probably greater than ever. Although, there are also both opportunities and threats for further development in this industry sector, the extant research has not addressed this topic. The present paper fills this gap through conducting a qualitative exploratory case study undertaken to describe the structure and macro factors influencing the industry. The study integrates PESTEL (Political, Economic, Social, Technological, Environmental and Legal) framework with Porter’s Five Forces of Competitive Position. Data for the PESTEL analysis were collected from industry experts and triangulated through secondary sources. Data for the Five Forces analysis were collected through qualitative interviews. The findings indicate that PESTEL factors have neutral or positive influences on the industry, while the Five Forces analysis indicates that the strength of buyers’ power and threats from substitutes may pose future challenges. Furthermore, the findings indicate that the industry has potential for further growth and warrants attention from various players that are not yet involved.


Ala-Viikari, J. (2007). The Activities of Finnish ThermoWood Association to Commercialize ThermoWood. Paper presented at the European Conference on Wood Modification, Bangor.

Atkinson, R., & Flint, J. (2001). Accessing hidden and hard-to-reach populations: Snowball research strategies. Social research update, 33(1), 1-4.

Bovaird, T., & Löffler, E. (2009). Public management and governance (2. ed.. ed.): Abingdon : Routledge.

Brynildsen, P., & Myhre, E. (2007). Commercial Development of VisorWood and Kebony Furfurylated Wood. Paper presented at the European Conference on Wood Modification, Bangor.

Cao, X. J., Morrell, J. J., & Hansen, E. N. (2011). The Chinese treated wood market: Current status and future perspectives. Forest Products Journal, 61(8), 644.

Commission. (2016). Reference documents under the IPPC Directive and the IED. Retrieved 1402, 2016, from

Commission Directive. (2003). Commission directive 2003/2/EC. 9.1.2003. Official Journal of the European Communities. 1402,2016, Retrieved from

Creswell, J. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods (4th ed.): Sage

Denscombe, M. (2014). The good research guide : for small-scale social research projects (5. ed.. ed.): Maidenhead : McGraw-Hill/Open University Press.

Dobbs, M. (2014). Guidelines for applying Porter’s five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), 32-45. doi: 10.1108/cr-06-2013-0059

Donovan, G., & Hesseln, H. (2004). Consumer willingness to pay for a naturally decay-resistant wood product. Western Journal of Applied Forestry, 19(3), 160-164.

Eastin, I., Ganguly, I., Shook, S., & Brackley, A. (2005). Material use in the US deck market: an assessment of the market potential for Alaska yellow cedar: CINTRAFOR.

Esteves, B., Carmo, J., & Nunes, L. (2014). Commercialisation and production of modified wood in Portugal. Paper presented at the European Conference on Wood Modification.

Eurobarometer. (2011). Attitudes of European citizens towards the environment. Retrieved 0518, 2015, from

Franich, R. (2007). The indurite Process- a Review from Concept to Busniess. Paper presented at the European Conference on Wood Modification, Bangor.

Fuchs, W. (1928). Zur Kenntnis des genuinen Lignins, I.: Die Acetylierung des Fichtenholzes. Berichte der deutschen chemischen Gesellschaft (A and B Series), 61(5), 948-951. doi: 10.1002/cber.19280610512

Ganguly, I., Eastin, I., Crespell, P., & Gaston, C. (2010). Positioning and Market Analysis of the US Decking Materials Market: A Perceptual Mapping Approach: CINTRAFOR.

Ganguly, I., Eastin, I., & MacLachlan, D. (2011). An analysis of the US decking materials market: perceptual mapping approach. Canadian journal of forest research, 41(4), 669-681.

Ganguly, I., & Eastin, I. L. (2009). Trends in the US decking market: A national survey of deck and home builders. The Forestry Chronicle, 85(1), 82-90. doi: 10.5558/tfc85082-1

Gold, M., Godsey, L., & Cernusca, M. (2005). Competetive market analysis of eastern red ceder. Forest Products Journal, 55(12).

Grant, R. M. (2008). Contemporary strategy analysis (6. ed.. ed.). Oxford: Oxford : Blackwell.

Grundy, T. (2006). Rethinking and reinventing Michael Porter’s five forces model. Strategic Change, 15(5), 213-229. doi: 10.1002/jsc.764

Hamner, R. A., Tokarczyk, J., & Hansen, E. (2012). The Evolution of Decking Advertising in the Western U.S.: 1996-2006. Journal of Forest Products Business Reserach, 9(2).

Hansen, E., & Juslin, H. (2005). Marketing of forest products in a changing world. NZJ For. Sci, 35, 190-204.

Hansen, E., Nybakk, E., & Panwar, R. (2014). Innovation Insights from North American Forest Sector Research: A Literature Review. Forests, 5(6), 1341.

Hill, C. (2006). Wood Modification: Chemical, Thermal and Other Processes. Chichester: John Wiley & Sons, Ltd.

Hill, C. (2011). Wood modification: an update. BioResources, 6(2), 918-919.

Holopainen, J. M., Häyrinen, L., & Toppinen, A. (2014). Consumer value dimensions for sustainable wood products: results from the Finnish retail sector. Scandinavian Journal of Forest Research, 29(4), 378-385.

Homan, W. J., & Jorissen, A. J. M. (2004). Wood modification developments. Heron, 49(4), 362-386.

Horn, O. (1928). Zur Acetylierung des Buchenholzes. Berichte der deutschen chemischen Gesellschaft (A and B Series), 61(11), 2542-2545. doi: 10.1002/cber.19280611122

Hugosson, M., & McCluskey, D. (2009). Marketing competencies of Swedish sawmills firms. Forest Products Journal, 16(5).

Husso, M., & Nybakk, E. (2010). Importance of internal and external factors when adapting to environmental changes in SME sawmills in Norway and Finland: The manager’s view. Journal of Forest Products Business Research, 7(1), 14.

Jones, D. (2007). The Commercialisation of Wood Modification - Past, Present and Future. Paper presented at the European Conference on Wood Modification, Cardiff, UK.

Kattenbroek, B. (2007). The Commercialization of Wood Acetylation Technology on a Large Scale. Paper presented at the European Conference on Wood Modification, Bangor.

Killerby, S., Maplesden, F., Jack, M., McDonald, G., & Rolland, D. (2007a). Chemical modification of timber decking: assessing the parameters of acceptability. New Zealand journal of forestry science, 37(3), 412.

Killerby, S., Maplesden, F., Jack, M., McDonald, G., & Rolland, D. (2007b). Chemical modification of timber decking: Looking to the future. New Zealand journal of forestry science, 37(2), 197.

Kiseleva, V., Möttönen, V., Heräjärvi, H., Riala, M., & Toppinen, A. (2015). Production and markets of modified wood in Russia. Wood Material Science & Engineering, 1-10. doi: 10.1080/17480272.2015.1024736

Larsson-Brelid, P., Jermer, J., & Johansson, J. (2011). Fältförsök med träskyddsmedel för klass AB. Resultat efter 15 års exponering.

[Field trials with wood preservatives classified in accordance with AB. Results after 15 years in service]: SP Trätek.

Lundmark, T., Bergh, J., Hofer, P., Lundström, A., Nordin, A., Poudel, B. C., . . . Werner, F. (2014). Potential Roles of Swedish Forestry in the Context of Climate Change Mitigation. Forests(5), 557-578. doi: 10.3390/f5040557

McGraw, D. F., Smith, P. M., & Chen, M. (2015). Content Analysis of Decking Material Business-To-Business Advertisements: 2002-2014. Wood and Fiber Science, 47(1), 84-95.

Militz, H., & Lande, S. (2009). Challenges in wood modification technology on the way to practical applications. Wood Material Science & Engineering, 4(1-2), 23-29. doi: 10.1080/17480270903275578

NTR. (2015). Nordiska träskyddsrådet [Nordic Wood Preservation Council]. Retrieved 2005, 2015, from

Nyrud, A., & HöIbö, O. (2008). Evaluating customer preference for wooden deck materials with age effects. Scandinavian Society of Forest Economics(42).

Nyrud, A., Roos, A., & Rodbotten, M. (2008). Product attributes affecting consumer preference for residential deck materials.(Report). Canadian journal of forest research, 38(6), 1385.

Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press

Porter, M. E. (2008). The five competetive forces that shape strategy. Harvard Business Review, 79-93.

Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1), 79-90.

Preston, A. F. (2000). Wood Preservation. (cover story). Forest Products Journal, 50(9), 12.

Riala, M., Kettunen, L., & Toppinen, A. (2013). Consumer preferences for wooden garden products and related requirements for new products. Journal of Forest Products Business Research, 10(1).

Roos, A., Flinkman, M., Jäppinen, A., Lönner, G., & Warensjö, M. (2002). Identification of Value-adding Strategies in the Swedish Sawn Wood Industry. Scandinavian Journal of Forest Research, 17(1), 90-96. doi: 10.1080/028275802317221127

Roos, A., & Nyrud, A. (2008a). Description of green versus environmentally indifferent consumers of wood products in Scandinavia: flooring and decking. Official Journal of the Japan Wood Research Society, 54(5), 402-407. doi: 10.1007/s10086-008-0957-5

Roos, A., & Nyrud, A. (2008c). Preferences for pressure-treated wooden deck materials. Wood and fiber science: journal of the Society of Wood Science and Technology.

Rowell, R. M. (2006a). Acetylation of wood: journey from analytical technique to commercial reality. Forest Products Journal, 56(9).

Rowell, R. M. (2006c). Chemical modification of wood: A short review. Wood Material Science and Engineering, 1(1), 29-33. doi: 10.1080/17480270600670923

Rowell, R. M. (2013). Handbook of Wood Chemistry and Wood Composites (2nd ed.). Boca Raton: Taylor & Francis Group, LLC.

Saarman, E. (1992). Träkunskap [Wood Science]. Markaryd: Sveriges Skogsindustriförbund.

Salminen, E., Valo, R., Korhonen, M., & Jernlås, R. (2014). Wood preservation woth chemicals - Best Available Technique (BAT). Copenhagen: Nordic Council of Ministers 2014.

Shook, S. R., & Eastin, I. L. (2001). A characterization of the U.S. residential deck material market. (Statistical Data Included). Forest Products Journal, 51(4), 28.

Stendahl, M., Roos, A., & Hugosson, M. (2006). Product Development in the sawmilling industry - drivers, obstacles and key success factors. Paper presented at the Scandinavian Forest Economics: Proceedings of the Biennial Meeting of the Scandinavian Society of Forest Economics Uppsala.

Suida, H., & Titsch, H. (1928). Zur Chemie des Buchenholzes: Acetylierung des Buchenholzes und Spaltung des Acetyl-buchenholzes. Berichte der deutschen chemischen Gesellschaft (A and B Series), 61(8), 1599-1604. doi: 10.1002/cber.19280610802

Sundbyberg. (2015). Giftfri skola [Schools free from toxic]. Retrieved 1207, 2015, from

Tiemann, H. D. (1915). The effect of different methods of drying on the strength of wood. Lumber World Review, 28, 19-20.

UNESCO. (2010). Teaching and learning from a sustainable planet. Retrieved 1103, 2015, from

Vlosky, R. P., & Shupe, T. F. (2002). Homeowner attitudes and preferences for building materials with an emphasis on treated wood products. Forest Products Journal, 52(7/8), 90.

Vlosky, R. P., & Shupe, T. F. (2004a). Buyer perceptions and purchasing patterns related to treated wood use in children’s playground equipment. Forest Products Journal, 54(12), 307.

Vlosky, R. P., & Shupe, T. F. (2004c). US homebuilder perceptions about treated wood. Forest Products Journal, 54(10), 41.

Vlosky, R. P., & Shupe, T. F. (2005). Manufacturers’ perceptions about using treated wood in children’s playground equipment. Manufacturers’ perceptions about using treated wood in children’s playground equipment, 55(12), 190-193.

Worldbank. (2015). Indicators. Retrieved 20151102, from The Worldbank group

Yin, R. k. (2009). Case Study Research: Design and Methods. Thousand Oaks: SAGE.






Empirical Manuscripts