Weyerhaeuser is the world’s largest private owner of standing softwood timber, North America’s largest producer of softwood lumber, and the world’s largest supplier of softwood pulp. The company had spent years investing in a model of forestry they now called Weyerhaeuser Forestry and looked forward with much anticipation to the ‘Wall of Wood’ that was expected as high-yield plantations began to come on line over the next decade and produce a seemingly unlimited supply of timber. As the company’s centennial celebration for the year 2000 drew near, Weyerhaeuser wondered what the next 100 years would bring to Weyerhaeuser Company.
Weyerhaeuser Company: The Next 100 Years
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After reading and discussing the material, students should:
- Articulate Weyenhaeuser's corporate strategy and compare it to other major players' in order to critically evaluate the company's model of competing in the forest products industry.
- Identify specifically Weyenhaeuser's core competence and competitive advantage.
- Examine how the notion of sustainable development might become a strategy driver for Weyenhaeuser because its core competency relates directly to sustainable management.
- Come to the realization that while Weyenhaeuser has developed and operationalized many pieces of sustainable forestry, it has failed to fully integrate them into a comprehensive strategy.
- Recognize that there is an opportunity for the company to bridge the existing gap between intention and practice.