In transitioning to a renewable material-based bioeconomy, growing public and industry interest is apparent for using wooden multistorey construction (WMC) as a sustainable urban housing solution in Europe, but its business implications are not well understood. In our study, we evaluate, which internal and external factors of competitiveness are shaping the future of WMC, especially in the context of Finland and Sweden. Based on a multi-level perspective of socio-technical transitions, we conducted a three-stage dissensus-based Delphi study. The identified internal and external factors affecting the future competitiveness of the WMC business emphasize the importance of skilled architects and builders and the role of standardized building systems. Based on our results, the key aspects influencing the future competitiveness of WMC in the region are related to the development of technical infrastructure and project-based business networks, while additional changes in regulatory framework are perceived as less important. We conclude that towards 2030, the strong cognitive rules founded in the concrete-based building culture in these countries is likely to inhibit the dynamics of the socio-technical regime level. A change is also needed in the WMC business culture towards more open cross-sectoral collaboration and new business networks between differentsized players.
In the transition towards a renewable material based bioeconomy in Europe, there is growing interest in wooden multistory construction (WMC) as a sustainable housing solution. In this paper, the changing WMC business, and the involved value networks towards 2030, are analysed based on service business model literature and focusing also on consumer driven models. Methodologically the study uses a three round Delphi process focusing on Finland as a country where national bioeconomy strategy specifically acknowledges wood based construction. Based on our results, supporting bioeconomy strategy with the use of renewable materials and addressing indoor air quality concerns, seem to be primary reasons for the use of wood. This happens instead of enhancing intrinsic motivation towards sustainable bioeconomy as such. Therefore, transforming business models towards sustainability calls for strengthening positive image of wood construction industry especially among largely neglected stakeholder group, residents. In order to achieve business model development, the industry needs to strengthen orchestration of partner networks and capabilities, by including not only new co-creators as a part of actor-to-actor network, but also residents as end-users.
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