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No More Plain Janes and Average Joes

Fredrik Rosén, you are one of the experts in the project “A Cellulose-Based Society”. Can you explain what the trend “No More Plain Janes and Average Joes” is about?
Business contexts are rapidly changing and becoming more complex day by day. As markets are transformed by globalization, digitalization, increasing heterogeneity and interdependence – both within and between industries – the ability to focus and adapt offerings and business models is the key. In this era of transformational change, the mass market is a kaleidoscopic mess where the average is irrelevant. Businesses need to respond like never before through specialization and branding.

What factors led to the result of this trend?
Fredrik RosénIn many contexts today, we talk about a ‘well curve’ instead of a ‘bell curve’ in terms of distributions. This can involve everything from clothing to sizes of computer and TV screens. Within our industry, we also have, in addition to the major players investing in cost-effective production of commodities, a number of other players basing their offer on niche products.

What impacts can we expect from this trend?
For ‘our industry’, this trend is already a challenge today. We find ourselves in a position where many companies that focus on the traditional volume products are facing huge challenges and need to find ways of balancing both volume and niche products to achieve profitability. Given a history with an extreme focus on volume, this will be a challenge for many. However, we can expect to see both new business models and exciting cooperation in the future to deal with this!


Fredrik Rosén
+46 768767334
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