Both the article and the lecture discuss the ecocertification which is given to wood companies that meet high ecological standards. On one hand, the article argues that wood companies in the U. S are not likely to adopt this certification. On the other hand, the professor opposes by stating that there are good reasons that Americans companies will seek for the certification.
First and foremost, the reading claims that Americans customers are exposed to too much advertising and as a result, the ecocertification label wouldn't be able to catch their attention. However, the professor refutes this point by saying that consumers don't treat all advertisements in the same way. He states that the Americans really have great confidence in advertisements approved by the independent consumer agency and most of them have a positive reaction to wood products.
In addition, the article posits that U. S companies wouldn't choose to obtain the ecocertification because ecocertified wood will be more costly that uncertified wood. Nonetheless, the professor casts doubt on this point by emphasizing that price is just one of the qualities that companies take into their consideration. According to the professor, If the additional cost is lest that five percents, companies are more prone taking other factors than price into account.
Last but not least, the author of the reading indicates that most of American wood companies sell their product inside the country so that they don't have the urge to catch up with the up-to-date developments in the rest of the world. In contrast, the professor rebuts this argument. He acknowledges that U. S wood companies should pay attention to the developments because of their foreign opponents. This is because a slow capturing customers' favor company won't stand a chance with foreign companies which penetrates the US's market with certified wood.
Both the article and the lecture discuss the
ecocertification
which is
given
to
wood
companies
that
meet
high ecological standards. On one hand, the article argues that
wood
companies
in the U. S are not likely to adopt this certification.
On the other hand
, the
professor
opposes by stating that there are
good
reasons that Americans
companies
will seek for the certification.
First
and foremost, the reading claims that Americans customers
are exposed
to too much advertising and
as a result
, the
ecocertification
label wouldn't be able to catch their attention.
However
, the
professor
refutes this point by saying that consumers don't treat all advertisements
in the same way
. He states that the Americans
really
have great confidence in advertisements approved by the independent consumer agency and most of them have a
positive
reaction to
wood
products.
In addition
, the article posits that U. S
companies
wouldn't choose to obtain the
ecocertification
because
ecocertified
wood
will be more costly that uncertified
wood
. Nonetheless, the
professor
casts doubt on this point by emphasizing that price is
just
one of the qualities that
companies
take into their consideration. According to the
professor
, If the additional cost is lest that five percents,
companies
are more prone taking other factors than price into account.
Last
but
not least, the author of the reading indicates that most of American
wood
companies
sell their product inside the country
so
that they don't have the urge to catch up with the up-to-date developments in the rest of the world.
In contrast
, the
professor
rebuts this argument. He acknowledges that U. S
wood
companies
should pay attention to the developments
because
of their foreign opponents. This is
because
a slow capturing customers' favor
company
won't stand a chance with foreign
companies
which penetrates the US's market with certified
wood
.