Services in the forest-based sector – unexplored futures

Purpose – The purpose of this paper is to analyze and provide a synthesis of how services are understood, how they are likely to develop and how future development can be studied more closely in the forest-based sector (FBS). Services are likely to have an increasing role in the FBS in the future. Design/methodology/approach – The findings are based on a literature review of FBS outlook studies, strategies and programs and services-related studies in FBS and general services literature. Three case examples of services businesses in FBS companies are presented, and possible foresight approaches related to them are discussed. Foresight methods used in parallel sectors are also discussed. Findings – The study provides the first systematic introduction, classification and review of FBS services to include both industry- and non-industry-related services. The paper also points out the need for foresight studies and suggests various approaches for an analysis of the potential of FBS services in the future bioeconomy. Practical implications – The study shows that the role of services in FBS research has been understood too narrowly. As a result, services research has been rather lacking and the future potential of services in the FBS has not been fully acknowledged. The study argues for and points toward the need to use foresight approaches to update FBS strategies, business models and policies to fully benefit from the future potential of services. Originality/value – The study is a novel introduction, review and discussion of the role of services in the FBS and their future outlook.