A SUSTAINABLE ROUNDWOOD PRICING STRATEGY AS AN OPPORTUNITY OR A THREAT FOR THE DEVELOPMENT OF WOOD-BASED INDUSTRY IN POLAND

The study attempts to identify an optimal pricing strategy, adequate for the basic segment of the primary wood market, i.e. the timber raw material market, and applicable in the conditions of a short- or medium-term economic crisis. Secondary quantitative data (wood prices) and qualitative data (expert preferences for price strategies) were analyzed. The research was conducted in the first half of 2020 using a comparative analysis and individual in-depth interviewing techniques. In conclusion, it was stated that in view of significant changes in prices on the primary wood market, the approach preferred by experts during the crisis is the strategy of low prices, or the tendency to reduce them relatively.