MARKET THREATS AND OPPORTUNITIES IN THE IMPLEMENTATION OF SUSTAINABLE PRODUCTS - RESULTS FROM EMPIRICAL STUDY OF FURNITURE INDUSTRY

The primary goal of the research was to define the market threats and opportunities which the furniture industry is faced with on introducing the asymmetrical veneering of wood-based panels. The empirical research was conducted in two stages. The first comprised a survey carried out in 80 medium-sized and large furniture enterprises. In the second phase of the research, individual in-depth interviews were conducted among representatives of the furniture industry and experts representing research and development units. Being able to meet consumers' new needs and expectations is one of the more significant benefits derived from the choice of the asymmetrical method for veneering wood-based panels. Moreover, emphasis was laid on the chance of an increase in production profitability resulting from the possibility of partially substituting more expensive materials for less expensive ones. Additionally, the chances of a new design were also stressed, with the use of veneer made from different types of wood. Apart from the expected benefits, the study also dealt with threats resulting from the introduction of new technology. From the conducted research, it was found that a number of the respondents feared an increase in production costs and the emergence of new technological problems resulting from the introduction of this specific technology.