The will to invest is key to progressing beyond praiseworthy pilot facilities. We have experience and know-how that has been built up over centuries.
The climate threat as a driver for change is as real as changing consumption patterns. What are we waiting for?
Per Kristensson, Professor at the Service Research Center at Karlstad University, says that we need to look at what we deliver from an entirely new perspective. The effect has a greater significance for the value of what we are selling than the product itself. He mentions Spotify, which made the music industry change business model. Basically, a combination of new technology and an interpretation of consumer needs resulted in a service innovation. Many in our industry are already thinking along those lines, but we need more knowledge about service innovation to gather real development momentum and make the transition to a full-scale, bio-based economy. The closer we get to the customer and the consumer, the better we become at adding value to the forest's green gold.
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