Understanding the Reproduction Process (Organizational Renewal) in Forest Owners Associations in Sweden

Transcription

1 Understanding the Reproduction Process (Organizational Renewal) in Forest Owners Associations in Sweden

2 Forest owners associations in Sweden Started by farmers as small local associations in the beginning of the 20th century Traditional cooperative values and structure (one man one vote) Initial focus on collecting and selling members timber Mission: promote members economical interests

3 Forest owners associations in Sweden today Four major association - Södra (51 247) - Mellanskog (32 614) - Skogsägarna Norrskog (12 890) - Norra Skogsägarna (15 908) 6.1M ha of forest land The Federation of Swedish Farmers (LRF), 2012

4 Upcoming challenges for the associations forest owners in Sweden are 65 years or older. Changes in goals and objectives among owners - Non-resident owners are less interested in forest revenues - Female owners focus more on recreational values Changes in attitudes towards associations - People are less active in associations - Fewer people do the same amount of tasks (spend more time) - People under 35 less interested in becoming member of an association

5 Need for renewal Awareness that today s organization might not be attractive for the new type of owners Members should play an important role in the renewal process Organizational renewal does not happen by itself nor from a vaccuum

6 At any given point in time, we would be dealing with an organization of today`, shaped by yesterday s members, is populated by today s members, and which ought to be keyed for the shaping of tomorrow s organization and the recruitment of its would-be members. Yohanan Stryjan, 1994 Calle Bredberg, Norra Skogsägarna

7 The reproductive perspective Yohanan Stryjan (1989, 1994) describes the reproduction process as a loop where: - members assumptions leads to decisions which: - generates organizational routines and practices which: - reproduces assumptions which again leads to decisions The reproduction process involves three elements: A) the recruitment of new members B) the organizational identity/culture ( shared frame of reference ) C) member input options into the organization (rules and procedures)

8 The loop of reproduction combined with Penner s (2002) model for sustained volunteerism Demographic characteristics Personal Beliefs and Values Prosocial Personality Volunteer social pressure Volunteer-related Motives A Decision to volunteer Initial Volunteerism B Volunteer Role Identity C Sustained Volunteerism Situational factors Organizational Attributes & Practices Relationship with the Organization Time

9 Objective of the study: Increase our understanding of the reproduction process (organization renewal) in a forest owners association and the role of the district council members who are district council members in today s organization? what are their motives and driving forces for volunteering? how is involvement stimulated according to these members (e.g. recruiting, possibilities to contribute to the organization, etc.)? how does the democratic process work and how do these members experience their influence in organizational steering processes?

10 Method Qualitative (semi-structured) interviews with 15 district council members in Norra Skogsägarna Selection criteria: -Geographical -Seniority -Gender

11 Council member characteristics Respondents were years of age ha of forest Resident owners Agricultural background Practice forestry themselves Varying degree of education Forestry revenues 10-20% of total income (one respondent had forestry as main income)

12 Why have they volunteered? Been asked to (by election committee) To get information To learn more Power to influence (male respondents) Personal interest Heritage Social contacts

13 Council members role identity Representatives for forest owners and their ideas Link between members and the board/management Ambassadors for the association Arrange member activities, e.g. forest days, courses, social activities Not included in their role: Formal recruitment of new members

14 Organizational attributes Honesty Transparent pricing Political actor gaurds the forest owners interests Counterweight towards companies Extension of their own business Long-term focus in forest management

15 Relationship to the organization Limited insight into business and strategic information Hierarchical information system Strong acceptance for the way of practice Strong trust in board and management Forest inspectors have an important role

16 Possibilities to influence Chairmen conferences Election committee Annual meeting Direct personal contacts with board/management/empolyees

17 What does this tell us? Renewal is happening very slowly in the association and the district councils Why? Election committees not stimulating renewal Traditional values guides the selection Barriers for new type of owners Limited amount of information reach normal members

18 What about their identity? Representatives of forest owners and their ideas - Which type of owners do they represent members, forest owners in general or just their own? Link between members and the board/management - Rarely contacted by members about member/owner issues - Increasing distances between council members and members less likely to meet in person - Reasonable with 27 districts based on forest location?

19 Ambassadors for the association - Need for better contact with members (especially new members) - What differentiates the association from other companies? Arrange member activities - Do younger owners want to do the same things and in the same way as they always have been done?

20 Very strong organizational identity among the council members - Strenght as it keeps long-time volunteers - Potential weakness if the identity is not shared by majority of members (or potential members) Strong trust in board/management among council members - Not the case for members in general - Might become problematic if the council members do not question management s decisions administrative power

21 Can they influence on decisions? Council members in general satisfied with current situation Pragmatic view about managers need to take quick decisions Positive feelings about the development of chairmen conferences Non-resident owners might have difficulties to get involve Lack of insight creates distrust, passivity and dissatisfaction among members

22 Conclusion Stryjan s and Penner s models offers the association a good tool use in their renewal process Need to activily work with how they want to be perceived by members, and forest owners in general More and consistent information to its members might increase involvement and identification Individual motives differ a lot among council members possible to appeal to many types of forest owners

23 Calle Bredberg, Norra Skogsägarna Thank you!

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