A qualitative exploration of the wood product supply chain – investigating the possibilities and desirability of an increased demand orientation

For the forest sector, it is important to produce wood in an efficient and cost-effective way, while at the same time satisfying customer needs. This requires careful management of the wood product supply chain; from the point of production (forest owners) to the intermediates who transform these into intermediate goods and final wood products (forest-based industries), and deliver these goods to the users. Several studies indicate that the wood product supply chain is mostly production-driven (push-strategy), but several scholars call for a more demand-oriented strategy (pull-strategy). It is, however, not always possible to implement a pull strategy. The objective of this paper is to explore to what extent the key actors in the wood supply chain consider developing a pull (or demandoriented) strategy feasible and desirable, drawing on the data of two qualitative research projects. The first project explored push and pull strategies of 30 forest holdings in different countries, using a web-survey. The second project analysed (part of) the Dutch wood supply chain based on interviews with 15 companies throughout this chain. The results clearly show that, although push strategies are dispersed along the supply chain, pull principles were also present in all stages of the chain. These strategies alternate throughout the supply chain, indicating multiple decoupling points. Most key actors in the wood supply chain considered an increase in demand orientation not possible and desirable; some even argued to be in favor of a more production—oriented strategy to avoid, a.o., unsustainable practices. Aspects as trust and innovation were also considered to be more important for supply chain improvement than a more pull-oriented strategy