• Gabriel Schwarzmann Oregon State University
  • Eric Hansen Oregon State University
  • Gunter Berger Salzburg University of Applied Sciences


Digitalization, digital transformation, wood products industry, customer value, service logic


Cross-laminated timber (CLT) is becoming global. New countries and regions increasingly realize its potential.
As an example of a new market, this study analyses the current characteristics of the North American market,
as well as its resident companies. Additionally, the historic development of the product is studied. 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. The German-speaking alpine region of Europe is the cradle of CLT innovation.
Using qualitative methods, specific lessons learned are identified. The combined findings give an enhanced
understanding of what can be done to effectively foster and fast-track implementation of CLT in North America.
This study also aims to provide interested parties, such as architects, engineers, owners, developers and academics
with insights regarding the development of CLT in North America, while also providing a foundation for future
academic research.


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Empirical Manuscripts