Factors influencing the success of wood product innovations in Australia and New Zealand

Abstract

The most obvious benefit of product innovation for the wood products sector is the potential for additional profits through more efficient utilization of wood fibre. The competitive advantages that successful product innovation can bring to the Australian and New Zealand wood product industries are increasingly being recognized. Private and government owned firms have developed new wood products in Australia and New Zealand - some of these attempts have been successful while others have not. In an effort to understand why these products had differing results in the marketplace, research was carried out on the commercialisation of nine wood product innovations in the region. The research used a qualitative, case study method. The study applied the concept of core competencies as a means of understanding why some firms have been able to successfully commercialize a wood product innovation while others have not. The study illustrated that the core capabilities of the firm can influence the outcome for a wood product innovation. The presence of an appropriate technology governance structure and firm wide learning culture will increase the likelihood that the product will achieve success. The paper presents a preliminary framework for commercialisation of wood product innovations.