Expert Details

Expert in Wood Products, Preservation and Recycling; Marketing and Sales Management

Expert ID: 721919 Virginia, USA

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Having been raised in the wood products area and having worked in the field more than 25 years, Expert L. Expert is well versed in many areas of the wood and lumber industry. As an associate professor at Virgina Tech, Expert teaches classes (across the U.S.) on uses for wood in various products. He has also conducted research and developed a wood residue guide for the state of Virginia which lists all the potential markets for wood by-products.

Expert holds degrees in wood science, has worked in and managed hardwood and softwood sawmills, and sold untreated and treated lumber products. He has published extensively in the areas of wood use in the U.S. transportation network and value-added forest products.

Expert managed a wood preserving plant and sold treated wood for eight years. He is an instructor in wood treating recertification classes for the Commonwealth of Virginia and he conducts research in the area of recycling treated wood.

Expert holds an M.B.A. from the University of Wisconsin at Oshkosh, although his business management experience goes back long before receiving this degree. He was a production manager at a wood treating facility in Minnesota where he scheduled work and was responsible for inventory management and labor relations in a union shop. He managed a wholesale treated lumber distribution facility in the Minneapolis area where he was responsible for profit/loss. In Expert's current position as a professor, he teaches courses that deal with strategic management issues as they relate to the forest products industry.

He has been involved in a number of different management positions in the wood treating area where he and his colleagues conducted strategic planning sessions. Expert also teaches business strategy as part of his continuing eduction courses to industry and to students at Virginia Tech.

With an advanced degree in Forest Products Marketing, Expert is a specialist in this area and a well-regarded instructor of both undergraduate and graduate coursework in the marketing of wood and wood products. He has conducted over 40 continuing education courses to the industry in forest products marketing. In his own work, Expert's research is focused on the marketing of wood products and expanding the markets for wood products in the U.S. infrastructure. He has received over $750,000 in grants and contracts to conduct research at Virginia Tech. Specifically, Expert’s market research has focused on investigating how wood is positioned against concrete, steel and plastic by engineers and architects in industrial markets, and he has published a number of articles in this area. As part of their research efforts, Expert and his associates regularly conduct new product surveys. He has direct experience leading a number of surveys to consumers of wood products. Expert teaches and has conducted market research in product positioning strategies for both existing and new products. He also teaches classes which discuss promotion as part of the 4 Ps of marketing (product, place, price and promotion).

Expert closely follows market trends in the forest products industry. Currently, these trends include product subsitution by nonwood and wood-based composites, the affect of forest certification on the marketing of products and the internationalization of the wood products industry. Expert has experience instructing and consulting in these areas.

Expert has developed a number of marketing plans which included the marketing mix and market strategy for companies. These are also concepts he teaches in undergraduate and graduate classes.


Expert has provided market and sales training for major U.S. forest products companies.He has conducted market research in the areas of market changes in building products.He has conducted market research for treated wood markets.He provides technical expertise for organizations in the recycling of wood products.And Expert has also provided techical assistance and conducted research for companies interested in markets in the U.S. infrastructure.

Expert may consult nationally and internationally, and is also local to the following cities: Greensboro, North Carolina - Winston Salem, North Carolina - High Point, North Carolina - Roanoke, Virginia - Lynchburg, Virginia - Charleston, West Virginia

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Year Degree Subject Institution
Year: 1994 Degree: Ph.D. Subject: Wood Products Marketing Institution: Virginia Tech
Year: 1990 Degree: M.B.A. Subject: Management Institution: University of Wisconsin
Year: 1977 Degree: B.S. Subject: Wood Technology Institution: Michigan Technological University

Work History

Years Employer Title Department Responsibilities
Years: 1991 to Present Employer: Undisclosed Title: Professor Department: Wood Products Responsibilities: Expert teaches undergraduate and graduate classes in Forest Products Marketing. He teaches continuing education courses in marketing and sales. He also conducts research in markets for wood products.
Years: 1983 to 1991 Employer: Wheeler Consolidated Title: Sales Representative Department: Responsibilities: At Wheeler, Expert's responsibilities included selling treated wood products in the Midwest to lumberyards, highway contractors and government agencies. His sales averaged $1.5 million a year.
Years: 1977 to 1983 Employer: Wheeler Consolidated Title: Production Supervisor Department: Responsibilities: In the early part of his career with Wheeler, Expert scheduled and supervised laborers in the production of lumber and treated products.

Government Experience

Years Agency Role Description
Years: 2000 to 2000 Agency: FAO of the Unitied Nations Role: Market Researcher Description: Expert conducted market research in Chile to determine the forest products marketing training needs of the country.
Years: 1998 to 1998 Agency: USDA Forest Service Role: Trainer Description: He provided one-day market training to state and private forest personnel.
Years: 1998 to 1998 Agency: Foreign Agricultural Service Role: Trainer Description: Expert provided market training to the Washington D.C. staff.

International Experience

Years Country / Region Summary
Years: 1998 to 1998 Country / Region: Russia Summary: Expert assisted two companies with market and business planning in Russia. One company was a cabinet manufacturer and the other was a sawmill.
Years: 2000 to 2000 Country / Region: Chile Summary: He conducted market research on the forest products marketing educational needs of the Chilean industry.
Years: 1999 to 1999 Country / Region: Chile Summary: Expert provided information on the United States furniture market to a group of Chilean manufacturers and government officials.
Years: 2000 to 2000 Country / Region: Malaysia/Singapore Summary: He spoke at a national conference on wood research and toured the Malaysian wood products industry.
Years: 1999 to 1999 Country / Region: Germany Summary: Expert cooperated with an exchange visit of students between Virginia Tech and the Univeristy of Hamburg.

Career Accomplishments

Associations / Societies
Expert is a member of the Forest Products Society, the Society of Wood Science and Tecnology, and the Society of Natural Resource Extension Professionals.
Publications and Patents Summary
He has 25 scientific publications in the area of wood products, marketing and sales. In total, Expert has authored or co-authored over 100 other publications in these areas.

Additional Experience

Training / Seminars
Expert has developed and delivered training courses in Forest Products Marketing, Sellling Forest Products, Advanced Selling Skills for the Forest Products Industry and the Internet and the Wood Products Industry.
Marketing Experience
He has eight years of experience selling treated wood products. His average sales were in excess of $1.4 million.
Other Relevant Experience
Expert has 14 years of industrial experience in the production and marketing of treated wood products.

Fields of Expertise

wood product, wood by-product, wood waste, lumber, pressure treating, wood impregnation, wood preservation, wood preservative, business management, wood by-product, wood waste, business strategy, marketing, market research, market positioning, promotion, new product market survey, consumer survey, market trend, marketing mix, sales management, lumber manufacturing, labor relations, strategic management, entrepreneurship, business operations, Internet marketing, marketing brand management, trade show, consumer purchasing behavior, distribution channel, strategic market planning, market assessment, behavioral science, consumer demographics, marketing communications, direct mail, advertising, market potential, wood discoloration, wood weathering, business intelligence, time-to-market, wood sealant, paneling, competitive intelligence, wood waterproofing, wood testing, Douglas fir, organizational development, North American Free Trade Agreement, alternative energy, joint venture, wood stain, wood product packaging, consumer product marketing, European marketing, international marketing, wood forestry, wood-based composite, plastic wood, cabinet making, wooden furniture, technical marketing, balsam, wood property, wood physical property, wood degradation, market forecasting, wood fiberboard, wood-destroying insect, wood drying, wood structure, wood decay, wood fire retardant, fireplace log, furniture material, furniture component, corporate strategic planning, product development cycle time, wood product manufacturing, wood technology, wood science, xylose, forest product, scrap wood, new product design, waste-to-energy facility, wood-fired boiler, woodworking machinery selection, phenolic wood adhesive, woodworking machinery, reconstituted wood product, millwork product, laminated wood, woodworking, strategic planning, service marketing, wooden structure, wood, wood veneer, tree, timber wood, tension wood, strategic research planning, springwood, sawmill, sapwood, reaction wood, pulpwood, plywood, particleboard, latewood, furniture, fiber, deciduous wood, construction material, coniferous wood, broadleaved wood, aspen wood

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