In Slovenian forests, a lot of timber is harvested, which is not of suitable quality or dimension for listing among the assortments with a higher price. The business idea, which we describe, uses round wood, with aesthetic and functional errors, that do not devalue the material. With the wood we use in this way, we can create more value than with a firewood. As an example of good practice in the use of low-quality forest timber is American company WholeTrees, which is the winner of the award for the most innovative wood use in the United States in 2015. We are interested in whether we can transfer our innovation to the Slovenian market. In the diploma thesis, we assessed the feasibility of a business marketing idea on the Slovenian market, as was realized in the USA by WholeTrees. This was achieved by examining the legal possibilities, the technological feasibility of innovation in Slovenia and assessing the suitability of the Slovenian business environment for our business idea. We found that the idea is interesting for companies that are already engaged in the construction of objects from round timber. When we completed the A'WOT analysis, we found that the idea is still quite risky for realization from several aspects, such as object design, static strength of a building and durability of the material.
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