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The purpose of this paper is to identify links between the components involved in ecodesign orientations (EDOs) and the integration of ecological criteria into Scandinavian wooden furniture industries. The purpose of identifying these links is to recognize possibilities and gaps in wooden furniture product development and branding opportunities to deepen customer engagement with the Scandinavian country-of-origin (COO) brand.

The application of ecodesign in Scandinavian wooden furniture industries was studied using survey data gathered from Nordic wood furniture designers. Factor analysis was used to identify the general types of Scandinavian design styles (SDSs) and EDOs implemented in the Scandinavian wooden furniture industry. The SDS and EDO impacts on the integration of ecological design criteria were modelled using logistic regression analysis.

The integration of ecological criteria by Nordic designers influences both the perspectives on material and process optimization and the end use of wooden furniture as well as the recycling of these products. In contrast, our results showed no statistical evidence of connections between different SDS types and the integration of ecological criteria in design. Recognition of special needs of customers valuing both high Scandinavian design and EDO could provide strategic opportunities for wooden furniture industries to recognize new global market potential and enhance their competitiveness.

Developing business opportunities for wooden furniture marketed under the Scandinavian COO brand, and forming a better understanding of customer expectations on the ecological information related to different wooden furniture SDS types, is needed. This would support developing new ecodesign strategies across the whole industry and enhancing value proposition of Scandinavian wooden furniture within different customer groups.

Research findings on the intersection of industrial brand design and ecodesign are still scarce, especially with a special focus on strategic management and sustainability marketing of companies. The results of our study provide entirely new insights on the topic especially in the context of Scandinavian wooden furniture industry.

After reading and discussing the case, the participants would be able to: apply 7S and VRIO framework for online furniture retail; evaluate the profitability of horizontal versus vertical marketplaces for selling furniture online; articulate the challenges faced by online furniture retailers; discuss the applicability of technology to enhance customer experience in online furniture retail; and discuss the omni-channel strategy which online furniture companies can adopt.

Although furniture has traditionally been an unorganized category, the online furniture platforms have been on an upward curve since past few years. Digitization of economy and usage of smartphones to access internet had given a thrust to online purchases. This case on Wakefit Innovations Private Limited is intended to provide the readers with the business and marketing insights of selling furniture using online platform. The readers will be able to understand how retailing furniture using e-commerce is full of challenges and how various marketing activities have helped Wakefit improve their customer base. The readers can discuss the advantages and disadvantages of horizontal versus vertical e-commerce marketplaces and various challenges associated with online furniture retailing. Whether Wakefit should continue setting up experience centres and the benefits that could accrue by usage of virtual reality, augmented reality and data analytics are additional dimensions which can be discussed by the readers. The case will benefit the professionals in understanding the challenges and marketing strategies used by online furniture retailers and the same can be replicated by other players in this sector.

This case is suitable for students enrolled for full credit course on e-commerce at post graduate level. The case can be discussed towards the middle of the course once the students have studied different formats of e-commerce marketplace.

Teaching notes are available for educators only.

CSS 8: Marketing.

After completion of the case study, students will be able to analyze the marketing mix strategy of a firm, discuss the importance of a generic strategy to gain a competitive advantage, analyze the basis of consumer segmentation in furniture and highlight the importance of positioning in influencing the overall marketing mix strategy of a firm.

It was April 18, 2022. Puneet Singh Seehra (Seehra), the owner and director of Shearling Skins Private Limited (Shearling), was visibly worried as he was looking at the recent sales report. Shearling was in the business of manufacturing premium-quality furniture for corporate clients. Seehra was happy about the growth of his company. However, he was lately concerned about the declining sales figures. Some important questions were troubling Seehra. Was competition eating into his business? How could he differentiate Shearling from competition? What was the right marketing strategy for a market dominated by unorganized competitors and a few major players? His head spinning, he leaned back on his chair as he looked out of his office window.

The case study can be taught in a graduate-level course in marketing or strategy.

Teaching notes are available for educators only.

CSS: 8 Marketing

The purpose of this paper is to explore the viability of the ecological furniture niche markets in Greece and Cyprus. More specifically, the authors investigate the current demand on ecological furniture, business strategy and planning in introducing eco-furniture products in Greek and Cypriot market. Finally, particular emphasis lays on the analysis of the barriers regarding decision making of Greek and Cypriot enterprises in order to incorporate ecological furniture into their current activities.

Based on three distinguished hypotheses, the study seeks to draw attention to the critical factors which will impact decision making on such products development within the severe crisis. Using a prototype questionnaire, specifically structured for the aim of the research, the authors collected data from 36 Greek furniture enterprises, 25 Cypriot ones and 24 sectoral experts and relevant institutes in Greece and Cyprus. The questionnaires were selected in 2012, which were further elaborated and statistically analyzed with SPSS ver 17.0 after they were tested for their content and construct validity, managing to verify the hypotheses.

The study reveals an increasing sensitivity for environmental issues and an effort to combine it with the emergent green markets. Green strategies can lead to significant competitive advantages for Greek and Cypriot furniture firms, especially after the recovery of the long-lasting recession. Furniture manufacturers believe that environmental issues are tightly related to consumer behaviors and social image, expose a real interest for the environment and consider green strategies as a major way to differentiate. The firms of the sample focus on raw material and processes adapted to suit environmental requirements. On the other hand, these issues constitute major barriers to apply such strategies together with business risk and the lack of knowledge regarding the requirements of environmental sustainability.

The research bears certain limitations such as the sample size and the fact that results are based mainly on perceptions of entrepreneurs/managers. Thus, there are certain questions on objectivity and generalizability. Furthermore, the market aspect is examined through the lens of the entrepreneurs and experts and not the consumers themselves.

The present research explores the why and how furniture companies turn green constituting a useful basis to encourage close collaborations of companies to academia, design and research centers introducing eco-friendly practices and relevant innovations. It contributes to the field of sustainable entrepreneurship and the micro-level understanding of micro- and small companies’ reaction to this phenomenon focussing on the furniture industry. It can act as a catalyst toward the development of extensive networking among the furniture sector in both countries, which assists the diffusion of information as well as of a pertinent culture on eco-products and the development of new business models in the sector.

A major contribution is that it can constitute a useful basis for policy makers at governmental and institutional level in both Greece and Cyprus to propose solutions to critical issues such as sector survival, crisis – survival, unemployment, along with environmental care and awareness. It can further encourage close collaborations of companies to academia, design and research centers for the sustainable development of the sector through eco-friendly practices and relevant innovations.

The research is the first to question the significance of eco-conscious strategies for furniture firms at national level in Greece and Cyprus. It seems that it has indirectly contributed to eco-furniture culture development, since it has caused a fruitful brainstorming among sectoral entrepreneurs and offers solutions to the existing “cul-de-sac.”

The strategic aim of this paper is to investigate whether time‐based competition (TBC) strategies are related to cultural aspects. In addition, the influences of company decision‐making and the success of competitive strategies in diverse globalised markets will be examined. Based on a multicultural perspective, the way time is considered depends on different assumptions among countries and cultures, as well as organisational patterns of decision‐making for a variety of business areas and services. TBC and its relationship to logistics and multiculturalism through the international benchmarking of furniture companies are then explored.

TBC and cultural perceptions in furniture manufacturing companies located in Brazil and Scandinavia were investigated. Data were collected from furniture companies by questionnaires and were analysed through descriptive statistics and multivariate techniques. The research presented here is part of a larger study that focuses on TBC strategies and multiculturalism in the furniture industry.

Data were collected from furniture companies located in different countries. The findings illustrate that there is a correlation between TBC strategies and cultural variables, as well as between TBC and seeking for local partnerships.

The originality of the paper lies in addressing relationships between TBC strategies, cultural aspects and the role of partnerships to improve logistics management competitiveness. To date, this area has received little attention in the literature. Likewise, the results point to partnerships being necessary to improve TBC and logistics strategies.

The purpose of this paper is to understand better the formation of an industry and the movement toward agglomeration by examining the development of the furniture manufacturing industry of Western North Carolina and Virginia.

In this general review, the initiation and growth of the furniture industry is traced, applying the theory of agglomeration and noting isomorphic tendencies and the primacy of the search for legitimacy among constituents.

The paper finds first of all, the pioneering efforts of Thomas Wrenn in High Point brought the industry to the region. An initial wave of furniture manufacturers followed closely behind Wrenn as the industry gained legitimacy and status in North Carolina. Important elements in building the industry included the establishment of the Southern Furniture Manufacturers Association and the Southern Furniture Market in High Point. A second wave of furniture producers arrived on the scene after the First World War. This group benefited from cooperative actions of the survivors of the first wave and brought the Western North Carolina and Virginia area to the forefront of the furniture manufacturing industry in the USA. Finally, the paper comments on the current state of the industry in relation to the threat of foreign competition.

The furniture industry is not alone in the need to understand the impact of globalization. Practitioners and researchers alike should be aware of the costs to stakeholder groups, such as employees and local communities.

Compares and contrasts the effects of the resale price maintenance abolition of 1964 emerging in different products and markets, with particular emphasis on the furniture and footwear trades. Finds that the furniture trade has been more significantly affected, with a higher consciousness of consumer needs among its retailers.

This paper aims to discuss some of the findings of an ongoing “Green & Smart Furniture” (GSF) research project. It actually focuses on third-age consumers’ behavior and interest in purchasing smart and eco-friendly wooden furniture, providing some critical implications for the successful design and production of GSF products in the framework of innovation and differentiation.

The methodology is based on empirical data gathered from consumer research across Greece. The target group for “smart and eco furniture”, under the context of the present research, has to do with the third age, following the claims of many researchers that market orientation is essential for innovation success.

The present research promotes the development of innovation for furniture manufacturing industries, opening a new pathway in confronting the difficulties and strong competition. Firms should redesign their strategy, focusing on differentiation by including innovative products in their portfolio with high added value.

The present research is a prototype for the Greek and European furniture market, one designed to answer certain relevant questions regarding the drivers of innovation for the specific sector and the specific target group.

The purpose of this paper is to present an overview of environmental management initiatives in the furniture retail area. The specific aim is to present reflections of participants implementing environmental initiatives in an Australian furniture retailer, Living Edge, in alignment with a secondary snapshot of environmental initiatives from other furniture retailers.

Primary reflections from the retailer’s manager and external consultant, both involved in the implementation of environmental initiatives, are enriched with secondary review of environmental management system trends and examples from regions active in the designer furniture sector, including Europe, Southeast Asia and North America.

An integrated view has been distilled around environmental impact in the furniture supply chain and consumer pressure to minimise the impact. Stakeholders require furniture retailers to improve efficiency and profitability amid the countervailing market demand for environmental sustainability. Retailers may seek competitive advantage through effectively applied and communicated environmental management. The voluntary adoption of systems, international standards and innovative practices that conserve natural resources are amongst the key to success. A live case example of Australian experience is added to the knowledge base for the global retail furniture industry.

One Australian retailer is exemplified to highlight the lived experiences of implementing environmental initiatives. The secondary global review presents a cross-section rather than an in-depth analysis of furniture sector retailers.

There are limited Australian perspectives of designer furniture and its intersection with environmental issues, thus, the paper addresses this gap in the literature and adds to informed practice in a global industry.

The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team which has helped in achieving phenomenal growth to date. The company management however is now at a crossroads with regard to entering new international markets and has to make some important strategic decisions regarding its future. This paper aims to address these issues.

The case uses case study methodology collecting primary data from Martas Precision Slides' executives.

The discussion focuses on the major shift required in the company's strategic thinking and how to handle a growing division among the management team regarding the company's direction.

As this study uses only a single company case study, the discussion should be approached with caution.

The case focuses on the dilemma often faced by medium sized firms from Asia in entering European markets and considers different options in following a branding or generic product development strategy. The case illustrates the differences in culture that exist between East and West and how culture influences decision making and management style in Asian firms.

The study is one of the few which focuses on Asian companies, the impact of culture on branding, and market entry into European markets.