“…A growing number of industrials and researchers have been outlining the need to transform P&P companies to address the new challenges they are confronted with (PricewaterhouseCoopers PwC, 2010; Ministère des Ressources naturelles et de la Faune MRNF, 2012;Marinova et al, 2010;Pätäri et al, 2011;Mansoornejad et al, 2010;Feng et al, 2012;Frandina et al, 2008;Wising and Stuart, 2006;Natural Sciences and Engineering Research Council of Canada NSERC, 2013;Machani et al, 2013Machani et al, , 2014Dansereau et al, 2012). The transformation avenues claimed in these works range from cost structure optimisation and modernising the manufacturing processes via integrating innovative P&P products, to integrating new end uses for fibre-based products.…”