ANALYSIS OF THE FEATURES OF THE INNOVATIVE DEVELOPMENT OF THE WORLD WOODWORKING INDUSTRY AND THEIR IMPACT ON EXPORT ACTIVITIES

Abstract

The article investigates the fundamental trends shaping the innovative trajectory of the global woodworking industry, a sector crucial for international trade and economic resilience. The primary objective is to identify how these global innovations influence the competitive capacity and export operations of companies, particularly those transitioning into high-standard markets. The study focuses specifically on two dominant and interconnected drivers: environmentalization and digitalization. Environmentalization encompasses the shift towards sustainable forestry, circular economy models, increased use of certified raw materials (e.g., FSC), and the adoption of resource-efficient and low-emission production technologies (green innovations). Digitalization covers the integration of Industry 4.0 technologies, including automation, IoT implementation, Big Data analytics for supply chain optimization, and the adoption of advanced robotics in production processes like robot-wound veneer manufacturing. A detailed comparative analysis was conducted, contrasting the principal factors and institutional drivers stimulating innovation activity within the woodworking enterprises of Ukraine and the European Union. This comparison revealed significant regulatory and technological disparities (gaps) between the two regions, which represent critical barriers for Ukrainian exporters seeking to access the demanding and highly regulated EU market. Key barriers identified include discrepancies in technical standards, complex certification requirements, and insufficient access to financing for deep technological modernization. Based on the comprehensive assessment of external market barriers and the internal strategic potential of domestic enterprises, the authors developed a set of practical, targeted recommendations. These measures are designed to enable Ukrainian woodworking companies to successfully navigate the stringent non-tariff and environmental requirements of the EU market, thereby promoting integration into European value chains. The proposed strategies include prioritizing investment in internationally recognized environmental certification, establishing a clear strategy for technological modernization focused on advanced automation, fostering public-private partnerships to facilitate digital transformation initiatives, and aligning product development with the circular economy principles. Implementing these recommendations is expected to significantly enhance the international competitiveness and export efficiency of the Ukrainian woodworking sector, ensuring its sustainable presence on the global stage.