Developing markets for certified forest products : A case study of Collins Pine Company
Developing markets for certified forest products : A case study of Collins Pine Company
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开发经过认证的林产品市场：柯林斯松树公司案例研究
作者：
E. Hansen;J. Punches
虽然森林产品销售课程在林业课程中很常见，但可供教员使用的教材非常有限。对于那些希望使用案例方法的人来说，很少有最新的销售案例研究是专门针对森林产品工业的。本文以俄勒冈州波特兰的柯林斯派恩公司为例进行了案例研究。1990年代初，该公司致力于对其森林进行第三方认证，并开始销售经认证的森林产品。该案例考察了公司及其在开发认证产品市场方面所做的努力，并要求学生制定自己的计划，以加强公司的市场开发。一套教学笔记，以方便使用的情况下，可从作者。
Although forest products marketing courses are common in forestry curricula, the set of teaching materials available to support instructors is very limited. For those wishing to use the case method, very few up-to-date marketing case studies are specific to the forest products industry. This article provides an example of a case study based on Collins Pine Company of Portland, Oreg. In the early 1990s, the company committed itself to third-party certification of its forests and began marketing certified forest products. The case examines the company and its efforts in developing markets for certified products, and asks students to formulate their own plan for enhanced market development for the company. A set of teaching notes to facilitate the use of the case is available from the authors.