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Critics of the standard contend that if it becomes an industry norm, I-joist makers and their distributors will be forced to compete on price alone. which in the long term could eliminate local field reps and other services. "Without those services, we can't warranty the product," says Dick Yarbrough. division manager with APA member Louisiana-Pacific.

ble for 85Vc of North Amencan production. 'The vision of an I-joist standard is criticized only by those who are choosing to defend their own interests," charges Steve Killgore, general sales manager-engineered wood products for Willamette Industries. "When (they) say we're trying to make l-joists a commodity. they're really saying their marketing strategy will no longer work in a marketplace with a standard."

Killgore counters that a high level of service will continue to be an integral part of the selling process for engineered wood products. since all current manufacturers have some form of technical support, education process and method of job site assistance. Manufacturers and distributors should be able to promote these services to create brand differentiation.

the APA is proposing that all manufacturers publish the exact same design values for l-joists."

Performance issues and warranty service also become muddied if Ijoists from different manufacturers are "mixed and matched," a supposed benefit of the standard. "l don't believe the APA currently has the capacity or ability to support the products," says Yarbrough.

As well. given a minimum standard, manufacturers might lose the incentive to research and develop more efficient production materials and methods.

Yet supporters of the standard claim the dissenters are just looking to protect their turf; the top three l-joist manufacturers combined are responsi-

With existing producers increasing capacity and new manufacturers coming on line, APA sees standardization which reduces confusion and increases ease ofuse as the surest way to create demand. Opponents. forecasting I-joist demand will increase l4OVc by the year 2000 independent of the standard, argue that the resulting lack of services, innovations and potential installation hassles may actually stagnate expansion. "It would likely slow the growth of an industry that is currently striving to help solve the commodity lumber price and quality issues," TJM's Denig says. "We don't want to go down that road as an industry or as a company."

Time will reveal how well distributors, specifiers, builders and code officials take to the standard, Killgore replies. "Ultimately, the market will speak for itself. A market will demand those products which are interchangeable and widely distributed."