Title:
Marketing Decision-Making of Actors within the European Forest Biomass Market
Author(s):
Halaj, D., Brodrechtova, Y.
Document(s):
Paper
Poster
Abstract:
The research project’s focus had been on qualitative assessment of marketing decision-making of various actors within the European forest biomass market. The decision-making concerning marketing tools had been analyzed from producers’ and purchasers’ view. Specifically, Slovakia had been compared to the top users of forest biomass, specifically of forest chips in the EU: Austria and Finland. Within exploratory case study design, in each country three various actors were selected and personally interviewed: heating plan, contractor and forest enterprise. With help of MAXqda software all interviews were analyzed using qualitative content analysis. Regardless of country background or actors’ experience, only few differences in marketing decisions making concerning forest biomass among Slovakia, Austria and Finland had been isolated. Being precisely, the main variations in producer’s decisions had concerned price, place and physical evidence. In contrast, product, promotion, people and process decisions were similar by all producers. On the other hand, by purchasers no major differences were identified.
Keywords:
biomass, energy, forestry, heat, wood chips, marketing
Topic:
Biomass Policies, Markets and Sustainability
Subtopic:
Markets, Investments & Financing
Event:
23rd European Biomass Conference and Exhibition
Session:
4AV.1.33
Pages:
1503 - 1510
ISBN:
978-88-89407-516
Paper DOI:
10.5071/23rdEUBCE2015-4AV.1.33
Price:
FREE
