Thesis defense of Allan Andr̩s Cid Olivares РPhD in wood science РTuesday, July 16
You are cordially invited to attend the thesis defense of Allan Andrés Cid Olivares, a PhD student in wood science, which will take place on Tuesday, July 16, 2024, at 9 a.m. in room GHK-2320-2330 (Gilbert-Tardif room).
When and where?
July 16, 2024, at 9 a.m.
Gene-H.-Kruger Pavilion
Room GHK-2320-2330 (salle Gilbert-Tardif)
2425 de la Terrasse Street
Laval University, Quebec City
Login link for those wishing to attend online: : https://ulaval.zoom.us/j/61828056756?pwd=uKPy1BCuxpNTQqbpUlaZ41eh3ytLBS.1
Welcome to all!
The members of the jury are:
André Desrochers, President
Faculty of Forestry, Geography and Geomatics РUniversit̩ Laval
Pierre Blanchet, Research Director
Faculty of Forestry, Geography and Geomatics РUniversit̩ Laval
François Robichaud, Research Co-Director
Forest Economic Advisors
Yan Cimon, Examiner
Faculty of Administrative Sciences, Université Laval
Nancy Gélinas, Examiner
Faculty of Forestry, Geography and Geomatics, Université Laval
Régis Pommier, external examiner
University of Bordeaux
Thesis title: Deployment of the Industrialized Construction Sector Through Export Market Expansion and Branding
Abstract: Numerous studies have demonstrated the great interest of prefabricated wood construction for, among other things, (1) reducing erection times, (2) reducing construction costs, and (3) increasing building quality. Yet Quebec, which encompasses both the resources and several players in the sector, has not yet been able to position itself as a leader in its export markets, notably the Northeastern United States. On the one hand, it appears that the Quebec industry is not taking advantage of its experience and tradition in the field, and on the other, that this industry has a difficult penetration all over the world. The goal is to define a branding strategy that will enhance the qualities offered by Quebec’s prefabricated wood construction industry.
This research aimed to find a branding strategy for the Quebec prefabricated wood construction industry in the Northeastern U.S. market. This project was carried out in four stages: (1) estimate the export potential to the Northeastern U.S. market, (2) develop a conceptual framework to propose a branding strategy adapted to the current business scenario, (3) validate this conceptual framework for the sector in question, and (4) propose a guide for the development of a customized branding strategy.
The results show that the potential for exporting prefabricated wood buildings from Quebec to the Northeastern U.S. is high in terms of market share. The results also show that the brand strategy to be built should aim to create a close, loyal, individual, and consistent relationship with the customer. The results also show that the inclusion of unexplored business scenarios in the branding strategy, such as ingredient branding, country of origin, and an alliance, could help increase awareness and recognition of the members of such an alliance.