Digital strategy in the wood supply chain

Abstract: To be ready for new as well as current digital innovations, organisations need to have a digital strategy in place. This study examines organisations within the Swedish wood supply chain and evaluates their current digital strategies. This in order to gain a holistic view on their current efforts, challenges and opportunities for future digitalisation. The study was conducted within 7 semi structured interviews based on themes of a digital product and service innovation framework. Respondents were knowledgeable managers within forest enterprises with core business in the wood supply chain. The results showed room for improvement for multiple digital strategy aspects including User Experience, External Collaboration, Improvisation, and Value Proposition. A reason for why the wood industry placed lesser focus on these elements is pointed out as a traditional way of value chain arrangement and a productivity culture within the industry that hampers opportunities for new approaches to digital innovation.