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Abstract
Non-industrial private forest owners (NIPFs) are the most significant ownership group in
Finland and in Sweden by owning more than half of the productive forest land. Emphasis on
meeting the industry requirements for stable roundwood supply has traditionally dominated the
service offerings targeted to NIPFs but the changing objectives of the private forest owners have
also diversified their service needs. Therefore, it seems that the traditional ‘roundwood supply
approach’ does no longer match the service needs among modern forest owners. More flexible
service markets and a larger number of actors might improve conditions for those forest owners
with more diverse service needs. Environmental and cultural similarities combined with the
long common cultural traditions make the comparison of Finnish and Swedish forestry services
markets reasonable: the good methods in each country could be adopted also by the ‘neighbour’.
The Finnish markets are facing structural changes when it comes to organising the service
delivery system. In Sweden, especially the role of the forest owners’ organisations and the
present situation offers some clues of the way the Finnish system is possibly going to evolve.
Changes in the financial base of the Finnish forest management associations towards the
Swedish way of the voluntary membership system could affect the whole service markets.
Simultaneously, the stronger interest groups of the independent forestry entrepreneurs in the
Finnish markets are supporting entrepreneurship, compared with the Swedish where contractors
struggle in a difficult market environment against strong industry. The theoretical objective is to
examine and compare the market and institutional background for service innovation in the
contexts of Finnish and Swedish forest clusters. Based on the concepts of service-dominant
logic and dynamic capabilities, the empirical objective of the project is to describe the existing
and potential service business models and their development possibilities. This research
contributes to an improved service-dominant logic based system in which customer value is
created at the level of the whole network of actors. Using qualitative approach and 16 thematic
expert interviews in Swedish and Finnish service organizations, we will aim to identify potential
barriers and opportunities for creating new services in the NIPF markets and, further,
suggestions to develop new service innovations to fulfil emerging needs among forest owners.