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The bio-based building and living of the future

Published: 30 November 2016

Project – Market situation and business models

The Swedish joinery industry is facing challenges which probably differ from those seen in previous phases of the industry’s development.  Technology has previously been able to provide solutions to the changes taking place on the market. The development of automation led, for example, to an increase in both productivity and competitiveness.  The future challenges for the joinery industry are, however, the global development with respect to both market and competition and the rapidly changing marketing and business challenges.  These challenges must be met with respect to both production technology and organisation in relation to the development of new business models.


This project focuses on the changing needs of the market for building components for both internal and external use not only in new buildings but also in the field of Renovation, Rebuilding and Extension, and how these needs can be met on a competitive European market with Swedish-made products based on native raw materials.

In a national context, the Swedish joinery industry is one of the major suppliers of interior fittings, but it is characterised by often having a limited regional market, traditional marketing and sales channels, and high costs for its tendering, sales and preparation activities.  It has no network for international business, the concept of E-commerce has not yet been established, and the changing purchasing behaviour of the younger generation has largely not been recognised. This, in combination with the great distance to the major European market, means that it lacks the conditions for the profitable production of joinery products based on Swedish raw material.

The aim of the project is to show how the joinery industry, at a lower cost and based upon local raw materials, can – regardless of geographical distance – meet the needs of different client categories for building component, the end user, architects, designers, and industrial clients.   An increase in digitalisation and automated processes via E-commerce have been identified as priorities if a change is to be achieved, and this means that the execution of the project will involve an expanded knowledge of the market and radically modified business models, where the joinery industry will go from geographical to electronic closeness in its client relations.

The project is subdivided into two parts, where Part 1 focuses on the possibilities and challenges of E-commerce for the joinery industry and how these affect the companies’ business models, while Part 2 deals with how clients relate to wood and wood products and how these client demands can be met via digital media.  This part also provides an input to the work in Part 1 relating to E-commerce.


Luleå Technical University, Linköping’s University, Nya Norrlist AB, SSC Skellefteå AB, Snidex AB, Trätrappor Norsjö AB, Vindelåns snickeri AB, Svenskt trä AB (Arbio), Sveaskog AB, SCA, Norra skogsägarna.


Project leader Dick Sandberg LTU, biträdande: Olf Broman LTU

Contact: Olof Broman LTU