Research and technology: Market-driven innovation in the twenty-first century

In the twentieth century, the forest products industry evolved through three distinct focal orientations: a forestry orientation, a production orientation, and a marketing orientation. In each case, research and technology (R&T) was applied as a means of either solving the limitations associated with each orientation or shifting the industry orientation to the next focal point. In the beginning of the twenty-first century, R&T is required to facilitate a new shift for the wood products sector from a marketing orientation to a knowledge orientation. This requires an expansion of traditional research and technology to incorporate a market-based social sciences approach, along with the traditional physical and engineering sciences, as more than just an afterthought. In order to ensure future successes, innovative technological solutions must be applied to emerging market-based knowledge clusters such as connectivity, supply chain management, eBusiness, mass customization, and knowledge-based products. These are all practical manifestations of the new knowledge orientation. Each will require innovative R&T solutions to recreate successful wood products companies operating in the new millennium. Key words: marketing, research, technology, innovation, knowledge