Sammanfattning

Sweden is one of the most forested countries in Europe, and it has one of the highest shares of productive forest. Production in forestry is largely reliant on the private non-industrial forest owners, who own half of the forest land. As in many countries, however, forest ownership is changing towards a higher extent of urban, female or non-forestry-background owners. This poses a challenge for the forestry services sector, mainly forest owners' associations and companies, but also broadly the sector at large. By exploring the sales and marketing processes, this paper analyses the service logics and strategies of Swedish forestry under changing forest ownership, drawing on an interview study covering all the large actors in the Swedish forestry sector. The study illustrates an increased focus of forestry organizations on services from a strategic and managerial perspective, in customer-oriented relationship development and in value creation and sales processes, specifically in order to manage "new" forest owners and the demand of forest industries. The results highlight the domination of service logics associated with timber production and the challenges for the service market and the provision of diversified services to forest owners.

Nyckelord

Sales; demand; relationship; marketing; management; resistance; consumption

Publicerad i

Scandinavian Journal of Forest Research
2019, Volym: 34, nummer: 6, sidor: 508-520
Utgivare: TAYLOR & FRANCIS AS

SLU författare

• Andersson, Elias

  • Institutionen för skoglig resurshushållning, Sveriges lantbruksuniversitet
    

Globala målen

SDG5 Uppnå jämställdhet och alla kvinnors och flickors egenmakt


UKÄ forskningsämne

Företagsekonomi
Skogsvetenskap


Publikationens identifierare

DOI: https://doi.org/10.1080/02827581.2019.1604990

Permanent länk till denna sida (URI)

https://res.slu.se/id/publ/100682