Scientists & Staff
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.
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.
Why This Research is Important
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.
- 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
- Research Forester, USDA Forest Service 2000 - Current
- Student Trainee Forestry, USDA Forest Service 1994 - 2000
- Forest Products Society (FPS) (2009 - Current)
Featured Publications & Products
- Stout, Kassandra ; Montague, Iris ; Shmulsky, Rubin. 2020. Millennial generation perceptions surrounding the wood products industry. BioProducts Business. 5(3): 25-36.
- Gazal, Kathryn Arano; Montague, Iris B.; Wiedenbeck, Janice K. 2019. Factors affecting social media adoption among wood products consumers. BioProducts Business. 4(5): 51-62. https://doi.org/10.22382/bpb-2019-005.
- Montague, Iris B.; Gazal, Kathryn Arano; Wiedenbeck, Janice K. 2019. Social media use in the wood products industry: Impact on the consumer purchasing process. BioProducts Business. 4(3): 27-40.
- Gordon, Jason S.; Auel, John B.; Blair-Agyeman, Nia ; Montague, Iris B.; Shmulsky, Rubin. 2018. Infrastructure enhancement to support value-added bioproduct recovery. Natural Resources. 09(04): 129-149.
- Gazal, Kathryn; Montague, Iris; Poudel, Rajendra; Wiedenbeck, Jan. 2016. Forest products industry in a digital age: Factors affecting social media adoption. Forest Products Journal
- Montague, Iris; Gazal, Kathryn Arano; Wiedenbeck, Jan; Shepherd, Jean-Gabriel. 2016. Forest Products Industry in a Digital Age: A Look at E-Commerce and Social Media. Forest Products Journal. 66(1-2): 49-57.
- Montague, Iris; Andersch, Adrienn; Wiedenbeck, Jan; Buehlmann, Urs. 2013. Hardwood supply chain and the role of log brokers in 2012. Forest Products Journal. 63(5-6): 182-189.
- Andersch, Adrienn; Montague, Iris; Buehlmann, Urs; Wiedenbeck, Janice K. 2015. U.S. Hardwood sawmill log procurement practices. BioResources. (10)1: 1224-1244.
- Montague, Iris; Andersch, Adri; Wiedenbeck, Jan; Buehlmann, Urs. 2015. Hardwood log supply: a broader perspective. The Northern Logger & Timber Processor. April: 18-21.
Publications & Products
- Montague, Iris ; Stout, Kassandra ; Shmuslsky, Rubin. 2021. Love it or leave it: What do millennials really think of wood products?. Forest Products Journal. 71(2): 150-160.
- Bumgardner, Matt; Montague, Iris; Wiedenbeck, Jan. 2017. Survey response rates in the forest products literature from 2000 to 2015. Wood and Fiber Science. 49(1): 84-92.
- Montague, Iris B. 2013. The influence of trade associations and group certification programs on the hardwood certification movement. In: Miller, Gary W.; Schuler, Thomas M.; Gottschalk, Kurt W.; Brooks, John R.; Grushecky, Shawn T.; Spong, Ben D.; Rentch, James S., eds. Proceedings, 18th Central Hardwood Forest Conference; 2012 March 26-28; Morgantown, WV; Gen. Tech. Rep. NRS-P-117. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 113-128.
- Montague, Iris B.; Wiedenbeck, Jan. 2012. Cultivating connections in 2012 -- web strategies used by forest products businesses in the southern U.S.. In: Aronow, Mary Ellen, ed. Proceedings of the 2012 Southern Forest Economics Workers (SOFEW) annual meeting; 2012 March 19-21; Charlotte, NC. Southern Forest Economics Workers: 112-124.
- Montague, Iris B. 2011. Social network media in the forest products industry: A look at a new way of marketing. In: Proceedings of the 3rd international scientific conference on hardwood processing; 2011 Oct. 16-18; Blackburg, VA. Blacksburg, VA: Virginia Polytechnic Institute and State University: 235-241.
- Montague, Iris B. 2011. Understanding chain-of-custody certification in the Appalachian hardwood region: Primary manufacturers' practices and perceptions. In: Fei, Songlin; Lhotka, John M.; Stringer, Jeffrey W.; Gottschalk, Kurt W.; Miller, Gary W., eds. Proceedings, 17th central hardwood forest conference; 2010 April 5-7; Lexington, KY; Gen. Tech. Rep. NRS-P-78. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 607-616.
- Montague, Iris B. 2010. Social networking: finding ways to incorporate social media into the forest products industry. Hardwood Matters: September 2010: 8-15.
National Research Highlights
Forest Service researchers analyzed timber salvaging data collected in the Gulf State region after major hurricanes. Post-hurricane analysis leads to a better understanding of storm salvaging operations and increased salvaging efficiency.
Forest Service researchers analyzed hardwood log procurement practices and the effects of log brokers on the hardwood distribution system. They found that economic conditions have affected log procurement practices but not the role of log brokers. They also noted that sawmills had a limited demand for log broker services, with log delivery and the procurement of specialty logs being the most highly demanded broker services.
Forest Service researchers analyzed the Internet and social media usage of forest products producers in major forest-products producing states to determine which web strategies were most used and what factors determined internet and/or social media use. They found that more and more companies were incorporating web-sites and social media use into marketing strategies to help remain competitive and that Facebook was most heavily used. While it seems that smaller wood product firms would benefit greatly from using the internet and social media in marketing strategies, it appears that larger, consumer-product-oriented firms are more likely to embrace these marketing concepts.