Oregon lumber producers: export marketing trends between the mid-1960s and mid-1980s

This article compares export marketing of Oregon lumber producers in the mid-1960s and the mid-1980s. The comparisons are drawn from two studies, one for each period. Although limited in scope, the earlier study provided a reference point for identifying important changes in marketing. The later study provided a basis for judging which companies are likely to respond to programs designed to encourage and expand Oregon’s lumber exports. In the mid-1980s as compared with the mid-1960s, significantly more of Oregon’s lumber producers had export sales of either less than 1 percent of their total sales (but greater than zero) or greater than 20 percent of total sales. Firms in the 1980s were more likely than those in the 1960s to have begun exporting for active reasons (e.g., to expand sales) instead of passive ones (e.g., to unload surplus production). Marketing with a firm’s own sales staff, as well as with licensing/franchising and joint ventures were more frequent modes of distribution in the 1980s than in the 1960s. Subsequent articles will report the results of the later study. Included will be a comparison of the characteristics, attitudes, and practices of exporters and nonexporters.

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