Assessing Geographic Information Systems (GIS) Use in Marketing Applications: A Case of Study in the Wood Products Industry

Geographical Information Systems (GIS) is a worldwide growing technology, however it is not yet completely accepted. Of all of the business processes in an organization, marketing is perhaps one of the natural fitting-processes to apply GIS. Even though there is recent research regarding applications of GIS in the wood products industry, those applications are mostly related to biomass mapping and logistics issues. Little research has been conducted on the utilization of GIS as part of the marketing strategic plan in this industry. Thus, the main goal of this project is to understand GIS uses on marketing application in the wood products industry, specifically in the marketing mix strategic plan. The approach of this project consisted of the collection and analysis of data from secondary wood products industries in the state of Virginia. In addition, a case of study on current users of GIS applications was conducted. Once the data from the survey and the case study were collected, validated, and analyzed; applications and guidelines for the use of GIS in marketing activities were developed. The first application was the creation of a relational database to organize the information and to create an industry directory for secondary wood products industries. Secondly, clustering techniques were used to test if wood products companies cluster around certain geographical regions. Confirmation of the clustering led to the construction of an online map. Finally, guidelines were developed to describe how to use GIS in the marketing process of wood products firms. By increasing the knowledge and developing guidelines on GIS uses on marketing mix applications this study will help the wood products industry, other practitioners and the academic community, by providing insight of the industry, possible uses to simplify the strategic process and gain understanding of the environment among other.

Name thesis:degree_name

Master of Science

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Forest Products

Department dc:contributor.department

Forest Resources and Environmental Conservation

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2014

Author dc:creator

• Brenes Bastos, Melissa

Chair dc:contributor.committeechair

• Quesada, Henry Jose

Committee members dc:contributor.committeemember

• Bush, Robert J.
• Smith, Robert L.

• Geographic Information Systems (GIS)
• Marketing Mix
• Best Practice Manual
• Online map
• Industry Directory

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

vt_gsexam:3491

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/49692