I am a farmer from southern Sweden with a farm of 400 ha arable land, 900 ha forest and 200 dairy cows. The farm has 8 full-time employees. My own agricultural education resulted in an MSc. in Agricultural Economics. As regards both area and population, Sweden is about twice as large as New Zealand. We have a temperate climate and good conditions for agriculture. Sweden is an industrial country with agricultural production directed at the domestic market, which is regulated by internal controls which, in turn, prevent market forces from operating. In addition, there is comprehensive tariff protectionism. The internal controls are being dismantled and the next in line will be the protectionism. The Swede is accustomed to having access to a clean and extensive natural environment where he or she can move freely in the forests or the open countryside. Traditional business management has been working along the same lines for several decades. However, there are numerous opportunities for those who own land, capital and have access to labour. Good management resources are required with regard to: • Vi sions and adaptation • Marketing • Competition • Etc. A pefwnal look at business management is given from two viewpoints: • From the traditional approach • As I see it. I find that I pay consideration to the new demands of the public and of society. A practical example of a new marketing approach is given where I plan a housing estate around a stable for horses, a riding-school, cross-coutrtry riding trails, pastures, etc.