TITLE

DÉVELOPPEMENT DURABLE, TRANSFORMER L'ESSAI POUR L'ÉCO-MATÉRIAU BOIS

AUTHOR(S)
Boilley, Eric
PUB. DATE
December 2004
SOURCE
Revue Française du Marketing;dec2004, Issue 200, p39
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Under pressure more from environmental NGOs than from consumers, distributors of timber products have taken on board the concept of the sustainable forest management. It now conditions their marketing positioning in very different ways, depending on whether it involves the wholesaler sector (particularly Do It Yourself chains) or building material distributors including the specialists of timber products. This differentiation is expressed through the timber certification of products, which attests that the timber comes from well managed forest. However, the implementation of timber certification must be adapted to the needs of the companies in this sector. There are, in fact, many certification schemes and, unless a harmonised mechanism is set up for recognising these systems, clients will receive a confused message, which would not be in the interests of the material in itself The distribution sector has an essential role to play in promoting a pragmatic approach to the question of timber certification either via the market or the standardisation of products. Apart from this approach to timber certification, the application of sustainable development principles by the distributors could, in the medium term, modify their marketing strategy in two other ways: like products intended for construction purposes or certain common consumer products, timber products will have to comply with new European requirements regarding consumer safety (CE conformity marking) that could include these environmental aspects; apart from this normative dimension, a new phase of marketing differentiation will be adopted by distributors through their voluntary commitment to a wider policy of Corporate Social Responsibility (CSR). Timber, the ecological material par excellence, needs these two developments.
ACCESSION #
15980215

 

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