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Wood is by far the preferred structural material for construction in low-rise residential construction. In the United States, 93% of single-family homes are framed with dimensional lumber, as are up to 90% of apartment buildings of 4 stories or less. To provide a sense of scale, housing represents on average 3 billion square feet of new construction annually in the United States. Housing is where lumber has thrived historically.
3.4. Multidimensional Analysis First, the dimension characteristics presented in Table 1 were compared to the framework represented in Figure 1 to propose a detailed view of how brand management strategies are driven in the wooden prefabricated construction industry through theory triangulation as proposed by Patton [40] and Mathison [52] (Figure 2).
Abstract : Branding has become a business priority over the past few decades due to the growing awareness that brands are one of the companies’ most valuable intangible assets. Academics and practitioners have proposed models of components to simplify brands into a small number of parts, or dimensions. Nonetheless, there is a lack of specific approaches to brand management models that fit specific business scenarios.
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