Promoting sustainable market development : a case study of wooden multi-story buildings

Sammanfattning: Our planet and societies are about to radically change in becoming increasingly dynamic and complex. Particular drivers for change can be identified as massive environmental and social challenges, such as climate changes, poverty and financial crises. Consequently, this have led to loss of natural resources, violated human rights, and reduced trust, which has enforced an urgent demand for a more extensive corporate responsibility. The construction industry is not an exception when it comes to industries that are expected to proactively contribute to the accomplishment of the global sustainability goals due to its major environmental impact. Despite a long domestic tradition of wooden build single-family houses and a very promising domestic access to relevant natural resources, the current use of wood as construction material for wooden multi-story constructions [WMC] can be perceived as inert, compared with other construction materials as concrete and steel. This project presents a comparative case study of WMC in Sweden. The aim of the research focused on investigating the potential for market development of five Swedish small and medium-sized enterprises [SMEs] within industrial wooden construction. The methodological approach of this project had a qualitative flexible research design. Data was collected through semi-structured interviews via telephone and Zoom meetings. A discourse analysis was carried out to identify potential themes in the empirical data, supported by an own-developed theoretical conceptual framework. The framework consists of theories such as Regional innovation systems [RISs], Quintuple helix innovation systems, and Ansoff’s matrix. The result of the project shows strategies for market transition, partnerships, research and development, market competitiveness, future goals and sustainable development of the case-companies. Some of the investigated SMEs rely on the current markets by optimising the routines, production, business as usual, and closer relationships to partners, while others of them seek expansion to new markets. Attached to each of the strategies, promotion of environmentally and socially sustainable value can be created in different ways due to the industrial processes and development of societies. The main findings of the project are that SMEs in industrial WMC create competitive strategies in various ways to promote market development and sustainable development of the industry. To access necessary R&D-competence, some SMEs have connected themselves to both regional and external universities and high research institutes [HEIs]. Those companies who have not, intends to make such connections in the future. Until then, internal R&D is the main activity to access to relevant knowledge. Compared to large companies, SMEs can also possess unique opportunities that could generate competitiveness and increased market growth via flexibility and quickness. Awareness also of competitive weaknesses, such as economic boundaries and uncertainty, make it possible to manage these via relational proximity in regional clustering together with other companies and knowledge providers. This project provides a contribution to innovation studies as well as an increased attention towards the importance and eventual competitive potential within SMEs. Through this research, links that goes beyond disciplinary boundaries to regional science studies, market studies, and sustainable research, was created.