 Iris Montague | Iris B. MontagueForest Products Marketing UnitUnit: FPL-TMU Research Forester 201 Lincoln Green Starkville, MS United States 39759 Phone: 662-338-3129 Fax: 662-338-3136 iris.b.montague@usda.gov |
Current Research
Dr. Montague researches ways to improve the wood products industry's competitive advantage. She examines the industry's business model to understand product promotion strategies and limitations. Also, she researches consumer purchasing behavior to determine what attracts consumers to wood products.
Research Interest
Her primary research interest involves analyzing the wood products industry's business model and marketing strategies. She uses the information obtained through market analysis to provide the industry with insight into current trends and consumer perceptions.She researches current social media tends to determine how the industry can use those platforms to share information and market products effectively.She also examines how consumers use these platforms to gather information during the wood products purchasing process.She also examines the millennial generation and the attitudes and perceptions they have towards the wood products industry and wood products. As Millenials are the largest generation in the workforce and the consumer market, having this information is vital to understanding future employees and consumers.
Research Importance
This research is important because of the increase in globalization and the change in how business is conducted during the last decade. The information obtained through this research is vital to the industry when developing strategies to improve business models and networks. Also, having this information is key to the industry's development of new and innovative ways of marketing/selling forest products and reaching new customers.
Education
- University of Georgia, Ph.D. Forestry Resources (Marketing and Finance concentration) , 2009
- Alabama A&M University, M.B.A. Business Administration (Marketing concentration) , 2000
- Alabama A&M University, B.S. Forestry Management , 1998
Professional Experience
- Research Forester, USDA Forest Service 2000 - Current
- Student Trainee Forestry, USDA Forest Service 1994 - 2000
Professional Organizations
- Forest Products Society (FPS), Member (2009 - Current)
Below are the 17 US Forest Service publications sorted by year. You may re-sort the list by: Title, Date Posted, Category, Publication or Year.