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Innovativeness is a concept that has seen extensive study, yet there remain significant gaps in our understanding of the phenomenon. This is especially true when considering views of practitioners as well as specific industry sectors, such as the forest products industry. The qualitative work described here explores the concept of innovativeness from the perspective of forest industry managers. Managers consistently described five aspects of what it means to be an innovative company: (i) new, (ii) creating the “right” culture, (iii) managing the market–customer link, (iv) being a leader, and (v) a focus on the future. Similar to past research, managers identified new or improved products, processes, and business systems as areas within which a firm can be innovative. Results also outline challenges that firms face as they attempt to become innovative, how they would go about measuring innovativeness, and how they build innovative capacity. Based on these findings, we suggest that firms have significant opportunities to increase innovativeness and, thereby, enhance competitiveness.
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