Articles by Teppo Hujala

Wooden construction has the potential to contribute to climate change mitigation, and it is being promoted by the EU and national governments. However, several market barriers to wood-frame multi-storey building (WMSB), have been recognized, including obstacles in national building codes, lack of expertise in wood construction, and material durability concerns among end-users as well as other technical aspects. Given that increased wood construction is a target, understanding consumer perceptions of WMSB is crucial. In this study, consumer attitudes on WMSB were studied through consumer segmentation relying on demographic attributes. Further, the effect of providing fire safety information was explored. To this end, an online survey was deployed in seven European countries, with 7007 responses. The results show that in general, the awareness and attractiveness of WMSB is low amongst European consumers. Out of all respondents, 46% had not heard of WMSB before and only 12% stated that they are interested in the subject and know something about it, showing a clear lack of information and awareness within the general public. Significant differences in the perceived attractiveness of wooden multi-storey construction between consumer segments exist, with younger consumers and urban consumers being more attracted to living in WMSB than older or rural consumers. Fire safety was an important attribute affecting overall attractiveness, yet updated information regarding fire safety and control in WMSBs had a small but statistically significant negative effect on the perceived attractiveness. The results indicate that targeted marketing efforts are needed to inform potential consumers of WMSB and aspects related to fire safety effectively.

• Wallius, European Forest Institute, Yliopistokatu 6 B, FI-80100, Joensuu, Finland; Jyväskylä University School of Business and Economics, P.O. Box 35, FI-40014 University of Jyväskylä, Finland https://orcid.org/0000-0003-2576-9994 E-mail: venla.j.wallius@jyu.fi
• Kunttu, University of Helsinki, Department of Forest Sciences, P.O. Box 4, FI-00014 University of Helsinki, Finland https://orcid.org/0000-0002-7298-3363 E-mail: janni.kunttu@helsinki.fi
• Hurmekoski, University of Helsinki, Department of Forest Sciences, P.O. Box 4, FI-00014 University of Helsinki, Finland https://orcid.org/0000-0001-8717-7287 E-mail: elias.hurmekoski@helsinki.fi
• Hujala, University of Eastern Finland, School of Forest Sciences, P.O. Box 111, FI-80101 Joensuu, Finland https://orcid.org/0000-0002-7905-7602 E-mail: teppo.hujala@uef.fi
• Nyrud, Norwegian University of Life Sciences, Faculty of Environmental Sciences and Natural Resource Management, P.O. Box 5003, NO-1432 Ås, Norway E-mail: anders.qvale.nyrud@nmbu.no
• Hoen, Norwegian University of Life Sciences, Faculty of Environmental Sciences and Natural Resource Management, P.O. Box 5003, NO-1432 Ås, Norway E-mail: hans.hoen@nmbu.no

Global economic, social and environmental change drivers have tremendous effects on the dynamic and nested business environment calling for a sustainability transition to a circular bioeconomy. The transition will pressurise established industries to alter their value creation logic to consider sustainability holistically. The study follows a case study research strategy and investigates how an established Finnish pulp and paper industry reconfigures its communicated value creation logic. The findings of a qualitative document analysis suggest that the pulp and paper industry has started to explore new sustainable path-breaking innovations and create a common development agenda, which has resulted in incremental adaptations in the value creation logic. However, the industry’s narrative of already being sustainable has hampered the reconfiguration and stabilisation of the adapted value creation logic. From a theoretical perspective, adopting an interdisciplinary and systemic perspective is necessary to understand the changing business environment. From a managerial perspective, cross-sectoral collaboration and including perspectives of different actors can help in creating a holistically sustainable value creation logic.

• Laakkonen, School of Forest Sciences, Faculty of Science, Forestry and Technology, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland; Department of Forest Sciences, Faculty of Agriculture and Forestry, University of Helsinki, P.O. Box 27, 00014 University of Helsinki, Finland https://orcid.org/0000-0002-6384-7773 E-mail: anu.laakkonen@uef.fi
• Rusanen, School of Forest Sciences, Faculty of Science, Forestry and Technology, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland https://orcid.org/0000-0003-1705-5561 E-mail: katri.rusanen@uef.fi
• Hujala, School of Forest Sciences, Faculty of Science, Forestry and Technology, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland https://orcid.org/0000-0002-7905-7602 E-mail: teppo.hujala@uef.fi
• Gabrielsson, Department of Marketing, Hanken School of Economics, P.O. Box 479, FI-00101, Helsinki, Finland; UEF Business School, Faculty of Social Sciences and Business Studies, University of Eastern Finland, P.O. Box 1627, FI-70211 Kuopio, Finland https://orcid.org/0000-0002-0633-6918 E-mail: mika.gabrielsson@uef.fi
• Pykäläinen, School of Forest Sciences, Faculty of Science, Forestry and Technology, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland E-mail: jouni.pykalainen@uef.fi

Companies operate in a nested and complex system where global challenges shape their environments and put pressure on business activities. Systemic understanding of the past and ongoing changes within a national industry help to analyze the global influences and identify phenomena that reshape business collaborations. To address this issue in the case of a forest sector, this study constructs a systemic picture of the historical development of the Finnish pulp and paper industry’s business network and analyzes it qualitatively through the Actors-Resources-Activities framework. Books discussing the history of the Finnish forest industry were used as secondary data, which were analyzed with a theory-based content analysis method. The analysis revealed four development phases during which the network has evolved from rather simple one emphasizing cooperation organizations (1st) to a more complex one with stronger roles of the state and individual influencers (2nd), and then emphasizing export and advocacy associations (3rd), before returning to be rather simple, based around three large multinationals and the EU playing an important role (4th). The industry is concerned about securing its key resources, with varying foci. Research and technological innovation activities play an important role together with cooperative interactions. Overall, actors favor a business-as-usual strategy, which is overruled only by a radical change in the operating environment, leading to notable changes in the network. Thus, a suggestion for all actors within the forest sector is that actively detecting and interpreting change signals in the whole environment can help actors in pursuing sustainable activities.

• Laakkonen, School of Forest Sciences, Faculty of Science and Forestry, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland https://orcid.org/0000-0002-6384-7773 E-mail: anu.laakkonen@uef.fi
• Hujala, School of Forest Sciences, Faculty of Science and Forestry, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland https://orcid.org/0000-0002-7905-7602 E-mail: teppo.hujala@uef.fi
• Pykäläinen, School of Forest Sciences, Faculty of Science and Forestry, University of Eastern Finland, P.O. Box 111, FI-80101 Joensuu, Finland E-mail: jouni.pykalainen@uef.fi

So far, consumer housing values have not been addressed as factors affecting the market diffusion potential of multi-storey wood building (MSWB). To fill the void, this study addresses different types of consumer housing values in Denmark, Finland, Norway, and Sweden (i.e., Nordic region), and whether they affect the likelihood of prejudices against building with wood in the housing markets. The data collected in 2018 from 2191 consumers in the Nordic region were analyzed with exploratory factor analysis and logistic binary regression analysis. According to the results, consumers’ perceptions on ecological sustainability, material usage and urban lifestyle were similar in all countries, while country-specific differences were detected for perceptions on aesthetics and natural milieus. In all countries, appreciating urban lifestyle and living in attractive neighborhoods with good reputation increased the likelihood of prejudices against wood building, while appreciation of aesthetics and natural milieus decreased the likelihood of prejudices. In strengthening the demand for MSWB and sustainable urbanization through actions in businesses (e.g., branding) and via public policy support (e.g., land zoning), few messages derive from the results. In all, abreast with the already existing knowledge on the supply side factors (e.g., wood building innovations), more customized information is needed on the consumer-driven issues affecting the demand potential of MSWB in the housing markets. This would enable, e.g., both enhancing the supply of wooden homes for consumers appreciating urban lifestyle and neighborhoods and fortifying positive image of wood among consumers especially appreciating good architecture and pleasant environmental milieus.

• Lähtinen, Vaasan yliopisto/Seinäjoen yliopistokeskus E-mail: katja.lahtinen@luke.fi
• Häyrinen, Natural Resources Institute Finland (Luke), Bioeconomy and Environment Unit, P.O. Box 2, FI-00790 Helsinki, Finland E-mail: liina.hayrinen@luke.fi
• Roos, Sveriges lantbruksuniversitet (SLU), Department of Forest Economics, Box 7060, SE-750 07 Uppsala, Sweden E-mail: anders.roos@slu.se
• Toppinen, University of Helsinki, Department of Forest Sciences/Helsinki Institute of Sustainability Science (HELSUS), P.O. Box 27, FI-00014 University of Helsinki, Finland E-mail: anne.toppinen@helsinki.fi
• Aguilar Cabezas, Sveriges lantbruksuniversitet (SLU), Department of Forest Economics, SE-901 83 Umeå, Sweden E-mail: francisco.aguilar@slu.se
• Thorsen, University of Copenhagen, Department of Food and Resource Economics, Rolighedsvej 23, DK-1958 Frederiksberg C, DenmarkBo Jellesmark Thorsen E-mail: bjt@ifro.ku.dk
• Hujala, University of Eastern Finland (UEF), Faculty of Science and Forestry, School of Forest Sciences, P.O. Box 111, 80101 FI-Joensuu, Finland E-mail: teppo.hujala@uef.fi
• Nyrud, Norwegian University of Life Sciences (NMBU), Faculty of Environmental Sciences and Natural Resource Management, P.O. Box 5003, NO-1432 Ås, Norway E-mail: anders.qvale.nyrud@nmbu.no
• Hoen, Norwegian University of Life Sciences (NMBU), Faculty of Environmental Sciences and Natural Resource Management, P.O. Box 5003, NO-1432 Ås, Norway E-mail: hans.hoen@nmbu.no

• Hamunen, Natural Resources Institute Finland (Luke), New Business Opportunities, P.O. Box 68, FI-80101 Joensuu, Finland E-mail: katri.hamunen@luke.fi
• Virkkula, Oulu University of Applied Sciences, Kotkantie 1, FI-90250 Oulu, Finland E-mail: outi.virkkula@oamk.fi
• Hujala, Natural Resources Institute Finland (Luke), New Business Opportunities, P.O. Box 18, FI-01301 Vantaa, Finland http://orcid.org/0000-0002-7905-7602 E-mail: teppo.hujala@luke.fi
• Hiedanpää, Natural Resources Institute Finland (Luke), Economy and Society, Itäinen Pitkäkatu 3, FI-20520 Turku, Finland E-mail: juha.hiedanpaa@luke.fi
• Kurttila, Natural Resources Institute Finland (Luke), New Business Opportunities, P.O. Box 68, FI-80101 Joensuu, Finland E-mail: mikko.kurttila@luke.fi

• Rantala, Finnish Forest Research Institute, Joensuu Unit, P.O. Box 68, FI-80101 Joensuu, Finland E-mail: mr@nn.fi
• Hujala, Finnish Forest Research Institute, Vantaa Unit, Vantaa, Finland E-mail: th@nn.fi
• Kurttila, Finnish Forest Research Institute, Joensuu Unit, P.O. Box 68, FI-80101 Joensuu, Finland E-mail: mikko.kurttila@metla.fi

• Hokajärvi, Oulu University of Applied Sciences, School of Renewable Natural Resources, Metsäkouluntie 4–6, FI-90650 Oulu, Finland E-mail: raili.hokajarvi@oamk.fi
• Hujala, Finnish Forest Research Institute, Joensuu Research Unit, P.O. Box 68, FI-80101 Joensuu, Finland E-mail: th@nn.fi
• Leskinen, University of Eastern Finland, Department of Geographical and Historical Studies, P.O. Box 111, FI-80101 Joensuu, Finland E-mail: lal@nn.fi
• Tikkanen, Oulu University of Applied Sciences, School of Renewable Natural Resources, Metsäkouluntie 4–6, FI-90650 Oulu, Finland E-mail: jt@nn.fi

This paper is based on a session “How to make forest science available for all? Publishers’, editors’, and authors’ challenges” at the IUFRO XXIV world conference, organized by Pekka Nygren and Eeva Korpilahti from the Finnish Society of Forest Science. The presenters dealt with the topical problems of publishing scientific knowledge from different perspectives. The talks covered the development of journals, publications and submissions, benefits and drawbacks of open access publishing as well as electronic and traditional publishing, and possibilities to promote interesting papers either from the journal’s or from the author’s perspective, and the problems of disseminating the scientific results to the end users. In this paper, a few prevalent viewpoints, inspired by the session, are raised and discussed with some suggestions included.

• Kangas, Natural Resources Institute Finland (Luke), Economics and society, P.O. Box 68, FI-80101 Joensuu, Finland E-mail: annika.kangas@luke.fi
• Hujala, Natural Resources Institute Finland (Luke), Bio-based business and industry, P.O. Box 18, FI-01301 Vantaa, Finland E-mail: teppo.hujala@luke.fi