New perspectives on industry transformation through expansion of the technology base and creative cooperation

The purpose of the paper is to explore the dynamics of industry transformation in the pulp and paper industry (PPI). The potential impacts of technological discontinuities are analysed by using a foresight tool, the Delphi method. The primary source of information for the PPI industry and emerging printed functionality and hybrid media industries were collected in a three-round Delphi study in the end of year 2006. The knowledge of the chosen industry experts represents the following groups: experts in printed functionality (specialist), industry experts from universities and research institutes (generalist), and business managers and executives (industry). In addition we use alliance data to evaluate the current state of inter-industry cooperation between ICT and PPI sectors. The paper provides insights into how technology expansion and the creative cooperation mechanism might affect the future evolution of industries. Printed functionality represents a promising opportunity for paper companies to find new uses for fibre-based materials and a possibility to lead the industry into a new era of products. Printed functionality can be characterised mainly as an internally driven competence-enhancing innovation for traditional paper companies, which can change the dominant design in the existing industry. An overall view resulting from this study is that printed functionality provides a promising future area for innovations and new business for many industry branches. Therefore it offers an interesting area for future cooperation between the involved industries. It is clear that effective printed functionality strategies must depend upon cohesive alliances and partnership within the value chain. Complementary innovations from many fields are needed for successful commercialisation.