TPO 7

The article states that wood companies in the US will not receive the certification and provides three reasons of support. However the professor explains that wood companies will receive certification and refutes each of the author’s reasons.

First the reading claims that costumers will not trust on the certification because they are exposed to so much advertising. The professor refutes this point by saying that people do not treat advertisements the same. He states that people distinguish the difference between the International organization and other advertisements and consider them as a reliable one.

Second, the article posits that ecocertified woods are expensive and people do not prefer them over the cheaper ones which do not have certification. However the professor says that people take the price into consideration only when the difference between the prices is high. According to the professor, people do not neglect the quality and reliability of the good when there is lower than 5 percent difference between the goods. They are convinced by the value of the certified woods and the low amount of difference in price, do not affect their decision.

Third, the reading says that pursuing certification will make sense for American wood companies in trading with abroad. The professor opposites this point, by explaining that American wood companies pay attention to American costumers because of the foreign competition. We also learn that they provide good woods with high quality for Americans, because if they do not do that, foreign companies will do that and get the valuable American market.