Marketing sophistication in private sawmilling companies in the United States

Recent research in the field of marketing documents a shift from a production–sales orientation to a customer–market–stakeholder orientation. However, there is no systematic investigation of marketing sophistication in firms. This study examines marketing sophistication in the context of private sawmilling companies in the United States using a case study approach. Specifically, marketing culture and marketing strategies in the companies are the focus of the study. Data were collected from 20 firms via personal interviews, website information, and field notes. Findings show that the studied companies do not have a holistic understanding of marketing and a production-oriented mentality still largely presents. An enhanced understanding of marketing would benefit the firms. However, it is also quite clear that many of the studied companies are starting to pursue an outward-looking, market-oriented approach to marketing.