INNO-FOREST 24. May 2005 Iisalmi, Finland
Prefabricated Wood Frame Components – towards A
Sustainable Competitive Advantage among SME’s in
Woodworking Industries
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Prefabricated Wood Frame Components – towards A Sustainable Competitive Advantage among SME’s in Woodworking
Industries
Contents
Wood in European Construction
Forest - Based Industries
Timber Use in European House Construction
Roadmap 2010 for the European Woodworking Industries
Residential house construction in Finland
Demand Structures in Residential House Construction in Finland
Supply of Wood Components, Modules and Elements
Competitive advantages of wood construction
Vertical Profile & Subsidiary in Architecture – New Town Planning
New Town Planning – wood pilot alternative
Competitive factors of SMEs in Woodworking Industries
Challenges to wood - forest product chain
Success factors of Finnish woodworking industry SMEs in a changing competitive environment
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Wood in European Construction
Forest Based Industries
Costs of input factors
Cost of EU raw material resources:
Labour costs and labour productivity:
Productivity, automation and modernisation:
Eastern European countries:
most important competitiveness factor among EU woodworking firms
determine the relative competitiveness among countries inside EU
key priorities to compensate high labour costs
labour cost advantages constitute a key driving force for capacity investments
in woodworking industry
Firm size and value creation integration
SMEs:
M&LEs:
Business network:
Adopted frequently the fully integrated production covering from basic raw materials (sawn-wood and
panels) to end-products
Apply flexible production model with a) pre-planned delivery schedules for components, b) assembling
and finishing of end-products as their core business
Allow efficientuse of competitive advantages among partners against low raw material and
labour cost supply
http://europa.eu.int/comm/enterprise/forest_based/forestry_en.html
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Wood in European Construction
Forest Based Industries
Small and medium-sized enterprises
engines of economic growth and employment throughout the European Union
main policy topics:
improvement of framework conditions for SMEs,
financial instruments and programmes in support of SMEs
enlargement, pre-accession and co-operation with non-member countries.
support and encouragement on SMEs:
Increased education and training for entrepreneurship,
Cheap and fast enteprise start-up
Eased 1) legislation and regulation 2) taxation and 3) other financial matters
Availability of skills and strengthening the technological capacity
Improving online access and use of e-business models
Developing top-class small business support
Strong, effective representation of SME’s interests at Union and national level
http://europa.eu.int/comm/enterprise/forest_based/forestry_en.html
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Wood in European Construction
Competitive Advantages
tangible input factors
Forest wood:
annual rate of EU wood resources used = 70% of growth
remaining 30% includes forests that are not suitable or available for industrial use.
complementing wood supplies from outside are needed
intangible input factors
R&D and innovation and skills
Mergers, clustering and knowledge sharing with other linked industries have all helped to create a high
level of R&D, innovation and skills within the Forest Based Industries in the EU
increased technological know-how has increased production efficiency and quality.
Increase by working closely with Forest cluster ie. related sectors, such as machine and equipment
suppliersprocess designers, etc
http://europa.eu.int/comm/enterprise/forest_based/forestry_en.html
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Wood in European Construction
European woodworking industries promote
policies to get demand for wood products to grow
integratoin of sustainable value chains into national and EU policies to create more favourable regulations.
repair on the current EU renewable energy policy to properly acknowledge the industry’s interest in rationally utilizing the
value-added potential of wood raw material before bio-energy use
growth opportunities for trade in engineered wood products (EWPs) in the short term.
new applications for EWPs in factory-built housing components if historical growth rates are to continue
the Conformité Européen (CE) Marking in the BJC segment to be extended to several new building products in 20052006, following the entry into force of the CE marking on plywood in 2004
Mr. Jukka Tissari, Mr. Craig Adair, and Dr. Al Schuler http://www.unece.org/trade/timber/docs/fpama/2003/fpama2003a.htm
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Roadmap 2010
Woodworking Industry Structure:
Partially consolidated, with some large groups but very many small and medium sized companies
Companies remain very small compared to steel and concrete industries
Customers are consolidating more quickly than the suppliers
Companies are smaller in Europe than in North America
Markets:
Increase the per capita consumption of wood products in a profitable and (as now) sustainable way
Develop new markets outside Europe
Wood Supply :
Balance the usage of wood raw material between various interests in the society
Barriers:
Overcome weaknesses of wood at technical/educational level
Perception:
Make wood products the leading material and preferred
Choice in structural and appearance applications, packaging and transport with the public at large
Industry Structure:
Maintain relative competitiveness of the European production capacity (SME enterprises)
Promotion :
Effectively promote the interests of the industry
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Roadmap 2010
Building with wood:
Goal 2010 - double wood based materials’ market share in construction
Main Actions:
Changes in the construction and wood supply chains
European building system and inter-changeability / modularity of building components through standardization process
Planning toolboxes, e.g. CADCAM, and web sites to share information
Industrial and non-industrial codes & standards if not available
Needs of non-housing applications (i.e. industrial, commercial, heavy structures, etc.)
Harmonized standards for Engineer Wood Products to ensure the smooth introduction of innovative wood products into
the construction chain
Removal of institutional, technical, economical and perceptional barriers & regulatory limitations on the use of wood
Use environmental credentials of wood.
Roadmap 2010 for the European Woodworking Industries. Action Program. CEI-Bois in collaboration with TIMWOOD. Stockholm,
March 2, 2004.
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Demand Structures in Residential House Construction in Finland
House construction (residential)
mrd €
new houses
9
( 60 %)
repair
6,6
( 40 %)
TYPES
(new units)
•
•
•
residential
free time & saunas
TOTAL
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
29 500
12 000
41 500
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Demand Structures in Residential House Construction in Finland
Wood frame - residential construction
WOOD FRAME
TYPE
units
%
units
%
flat (multi storey)
11500
39
115
0,8
flat (row )
5000
17
3000
21
single houses
13000
44
10920
78
RESIDENTIAL TOTAL
29500
14035
Wood frame
•
•
•
only reference construction in multi storey houses
competitive in row house construction
dominate in single house construction
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Demand Structures in Residential House Construction in Finland
Wood frame – single house construction
residential TOTAL wood frame* free time & saunas*** WOOD FRAME TOTAL
TOTAL
13000
90 %
12200
23900
pre fabr comp.
62 %
56
50 %
56
in situ
38 %
34
50 %
44
Wood frame

dominant market share - growth only through growth in total market demand

half or more based on pre- fabricated components
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Demand Structures in Residential House Construction in Finland
Demand segments
BtoC & BtoB (residential houses and free time houses)
BtoC construction
86 %
BtoB construction
14 %
pre fabricated Residential single houses
BtoC I (wood frame)
BtoC II (wood frame & in situ asembl)
BtoB I (wood frame & entr. contr.)
BtoB II (complete delivery)
%
20
55
20
5
%
47**
29
11
3
** full in situ construction included

Transfer from BtoC to BtoB do not change the share of wood frame but can increase the use of pre fabricated modules
BtoC: private person direct entrepreneur contracts
BtoB: construction entrepreneur & business network (upflow)
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Demand Structures in Residential House Construction in Finland
Markets & production & foreign trade
milj. €
HOME MARKET SALES DOM. FIRMS EXPORT
IMPORT
NET EXPORT
EXPORT % OF
DOMEST. PROD.
IMPORT % DOMEST.
MARKET
TOTAL
1106
1425
386
67
319
22,4
6,1
w ood houses
317
437
150
30
120
27,5
9,4
w indow s
339
340
8
7
1
0,2
2,1
doors
104
151
57
10
47
31,1
9,6
parqette
111
180
80
11
69
38,6
9,6

features of home market industries

competitive export production

competitive power of import low
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Demand segments in wood frame house construction - BtoC & BtoB
(Demand for pre fabricated wood modules)
Multi storey house (BtoB markets)
Demand:
Missing, CA in construction based on concrete elements
Supply:
A few product innovations available, process innovations missing
Row house (BtoB markets)
Demand:
Competitive, in situ construction preferred due to the customer oriented
differentation options. Strong competition with concrete elements in pre- fabricated
module markets
Supply:
Cost efficient process innovations missing in module production
Single house
(BtoC markets)
Demand:
Competitive, majority of production is in vertically integrated large firms
Supply:
SME’s following differentiation strategy (supply to BtoC and BtoB markets)
Single house
(BtoB markets)
Demand:
Competitive, CA in construction based on concrete elements
Supply:
SME’s following differentiation strategy
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Production of Wood Houses (TOL 20301) prefabricated wood house frames (assembling in factory or in situ)
ENTERPRISES AND EMPLOYMENT
WOOD HOUSES OTHER WOODW. PROD.
TOTAL
plants
260
750
1010
employment
5500
7000
12500
market share 80 % or
over
CONCENTRATION
WOOD HOUSES*
VINDOWS*
DOORS**
9
8
5
number of firms
* number of enterprises
** number of business units


High number of individual firms
Competition among major firms in product groups
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Classifying taxonomy
Pre- cut wood components
–
precision in dimensions
Standardized modular elements
–
learning by doing advantages
Wall elements
–
access to mass tailoring
Pre- fabricated wood frame modules
-
integrated assembling in factory
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
On site construction
o
o
unprocessed use of timber
construction with pre- cut components
Competitive advantages
precision dimensions
positive scale economics through concentrated orders
flexible to architectural solutions
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Competitive disadvantages
Construction on site
o
weather challenges
o
preservation of high quality workmanship
o
labour intensive
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Pre- fabricated wood frame modules
Competitive advantages
o
integrated assembling in factory
o
effective use of mass production
o
automatized production processes
o
low labour input need
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Pre- fabricated wood frame modules
Competitive advantages
o
highly specialized craftmanship
o degree of factory finishing and assembling can be varied
o indoor assembling – low quality variation possible
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Pre- fabricated wood frame modules
Competitive advantages
o
effective use of subcontracting
o
high applicability of specialized value networkss
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Pre- fabricated wood frame modules
Competitive disadvantages
o
profitability imply high utilization of production capacity
o
large capital investments
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Supply of Wood Components, Modules and Elements
Pre- fabricated wood frame modules
Competitive advantages
o
Syncronized delivery and site assembling
o
Precision time schedule
o
low labour input need
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Vertical Profile & Subsidiary in Architecture – New Town Planning
Process innovations for new town planning that make production network/chain competitive with concrete module
frame?
Product innovations applying wood based elasticity to make consumer specific solutions?
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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New Town Planning – wood pilot alternative: Puu-Linnanmaa Oulu (BtoB, mainly in situ construction)
Area:
12 hectares,
Total constructed space:
25 000 m2
Aggregated space:
20 000 m2.
308 apartments, 45 wood frame multi storey houses (2-3 storeys)
all buildings with wood fasade and majority wood frame
inhabitants
450-500
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Vertical Profile & Subsidiary in Architecture – New Town Planning
Mixed demand segments to pre fabricated wood frame modules
Case research: Karisto Lahti

parallel BtoC and BtoB construction

subsequent subtowns – opportunities for chains based on partnership & leaning advantages
Interview/questionnaire (2005):
BtoC:
- choice of wood frame type
- competitive advantages among suppliers
BtoB: - formation of business networks
- use of product/process innovations
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Challenges to wood - forest product chain
Competitive factors of SMEs in Woodworking Industries
Input factors/suppliers
Timber :
Labour:
Capital:
majority of firms have only some supply contractors which narrows their access to high quality timber
excess demand of qualified workforce impeding systematic intellectual capacity increase
risky capital investments are insufficient in one third of firms
Market/Competitors:
High demand elasticity among customers
implying of price competitiveness
Inferior position wrt house construction firms
implying oligopsony features in the market
High barriers to entry
implying high cost competitiveness in the market and lack of
new competitive factors to entrance
Parameters of market competition:
Dominant:
price, product quality, delivery and logistics
Minor:
R & D, marketing
mail surveys: 78 firms, 2000 (Petäjistö, Selby, Mäkinen 2001); 19 firms, 1998 (Mäntymäki 1998)
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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FINNISH FOREST RESEARCH INSTITUTE
www.metla.fi
INNO-FOREST 24. May 2005 Iisalmi, Finland
Competitive factors of SMEs in Woodworking Industries
Summary on impeding factors

Slight business management planning:
even large firms subsidize documented management
planning with systemic non documented management
planning

Low investments to R & D;

Missing strategic planning and structure analyses; However, use of MP do not explain performance

Missing generic strategies and benchmarking:
only 20 % of firms apply these tools systematically

Inferior market knowledge:
also among firms is what concerns relevant customers and
market competition
mainly oriented to product development
mail surveys: 78 firms, 2000 (Petäjistö, Selby, Mäkinen 2001); 19 firms, 1998 (Mäntymäki 1998), expert survey: Industry Outlook 2003
Woodworking (Ministry of Trade and Commerce)
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THE FOREST-WOOD VALUE CHAIN
The use of coniferous wood
Sawmilling, paper and pulp industry
Knotty furniture
quality zone
Dry knot zone
Best quality
Wood working
Weakest quality
Pulp production
Planing
Lamwood panels
Pulp production / Drying
Structural timber
Furniture
Construction components
Wooden houses
Sawntimber
Sawmilling
Nearly knotless
zone
Wood working
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
Lamwood
preforms
Source: Antero Lepojärvi, Lapin Liitto
Profile planed
products
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Challenges to wood - forest product chain
Products & processing steps in the forest-wood value chain
•Roundwood production
Degree of processing
•Roundwood harvesting and delivery
•Manufacturing of plywood, chipboard & fibreboard
•peeling, chipping, defibration, gluing, laminating, pressing
•Sawmilling
•Standard sawn timber
•Secondary & further processing of sawn or chipped timber
•Special sawn timber products
•Preforms and wood components for the carpentry, joinery and construction industry
•Engineered wood products: LVL, Glulam, I-bars
•Wood components for building construction
•Customer products
•Prefabricated wooden frame houses
•Joinery products: door and window frames, casings, parquet, flooring, staircases
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Towards A Sustainable Competitive Advantage among SME’s in Woodworking Industries - COST Action E30
Action focus:
New rural economic development through the creation of entrepreneurship
Firms with Sustainable Competitive Advantage (SCA)?
Comparative advantage of (nations, clusters, industry groups, industries, firms)
Characteristics of a firm environment wrt SCA:
(i)
factor conditions,
(ii)
demand conditions,
(iii) related and supporting industries and
(iv)
firm strategy, structure and rivalry.
Under conditions of: political and legal structures, state of technological knowledge and
macroeconomics (Porter 1990).
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
SKOGSFORSKNINGSINSTITUTET
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Success factors of Finnish woodworking industry SMEs in a changing competitive environment
Enterprises, Innovations and Public Policy Related to Forestry-wood Value Added Chain.
February 11-12 2005, Joensuu, Finland.
The purpose of the seminar:
promote knowledge formation on challenges related to new SMEs in forestry wood-product value-chains
in house and timber construction.
The special focus:
business activities, product and process innovations in forestry wood-product value- chains,
market supply and demand of wood products in house construction
public policies associated with production, supply and demand of these wood products
http://www.metla.fi/tapahtumat/2005/woodconstruction/index.htm
Pekka Ollonqvist & Thomas.Rimmler METLA.Joe /
METSÄNTUTKIMUSLAITOS
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INNO-FOREST 24. May 2005 Iisalmi, Finland
Success factors of Finnish woodworking industry SMEs in a changing competitive environment
METLA 2004-2008
Katja Packalen*
business networks and other co- operation
Thomas Rimmler**
innovations
Ashley Selby & Leena Petäjistö
knowledge management
Pekka Ollonqvist
public policy & business environment
Mikko Toropainen
macroeconomics of woodworking industries
Eero Vatanen
METLA house Joensuu (wood frame office)
Jari Kärnä (PuuOske) (assoc.)
technology programs
Pekka Mäkinen (Univ of Hel,) (assoc.)
business strategies
* STSM Nov. 2004 INEA Legnaro PD (Luca Cesaro)
** STSM spring 2005 BOKU (Ewald Rametsteiner)
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