Logging contractor profits have been reported to decrease substantially in Swedish forestry in later years. During the same period there have been reports on a declining work environment in logging leading to difficult recruitment of personnel. Previous research has shown needs for both business and work environment development in the logging industry. This article continues our efforts at describing and analyzing the strategic choices logging contractors make in order to develop or transform their companies to improve profitability and work environment. We have interviewed logging contractors and other representatives of the logging industry regarding contractor incentives for investing in and developing new products and services as well as existing business activities. We have explored the same themes in seminars contractors, employed machine operators, and buyers of logging services. The contractor strategies we identify are about creating and appropriating value by utilizing the resources of the firm and market possibilities.