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Broad social changes are reflected in the forest owner structure, which has become increasingly diverse both demographically and in terms of objectives and values. This naturally also impacts forest owners’ interest towards using their forests as well as to their interest in purchasing various forest management services. This development highlights the need for service providers to better segment their clientele and plan their market communication accordingly. However, a surprisingly small amount of research has focused on the impact of marketing arguments for various forest owner segments. This study provides a first attempt to analyse, through a real-life marketing intervention, how effective marketing arguments are at promoting first thinning to female forest owners. For this, three marketing messages were created and sent out to 300 forest owners in Finland. One message explained the importance of first thinning to provide maximal economic income from forests, one explained the importance of first thinning in relation to biodiversity protection and climate change mitigation, and a control message included no value arguments. The results indicate that contrary to our hypothesis, the marketing message with the economic arguments raised more interest towards the first thinning service among female forest owners than the one with biodiversity protection and climate change mitigation values. The results further show that the control message was found to generate the least interest towards first thinning. This indicates that incorporating value arguments do improve the impact of a marketing message. Key words Market segmentation, female forest owner, marketing argument, economic values, biodiversity values

doi: 10.1177/0170840620905167 This study finds that it is possible for organizations in emerging categories to resist stigmatization through discursive reconstruction of the central and distinctive characteristics of the category in question. We examined the emerging market of organic farming in Finland and discovered how resistance to stigmatization was both an internal and an external power struggle in the organic farming community. Over time, the label of organic farming was manipulated and the practice of farming was associated with more conventional and familiar contexts, while the stigma was diverted at the same time to biodynamic farming. We develop a process model for removal of stigma from a nascent category through stigma diversion. We find that stigma diversion forces the core community to (re)define themselves in relation to the excluded community and the mainstream. We also discuss how notoriety can be an individuating phenomenon that helps categorical members conduct identity work and contributes to stigma removal.

Although stakeholder salience theory has received a great deal of scholarly attention in the business ethics and management literature, the theory has been criticized for overemphasizing rationality in managerial perceptions. We argue that it is important to better understand what socially constructed emotions signal in business relations, and we posit the role of envy as a discursive resource used to signal and construct the asymmetrical power relations between small business owner–managers and their stakeholders. Our study is based on a qualitative study on discursive accounts elicited from 33 interviews with small business owner–managers in Finland. Our study makes two primary contributions. First, we suggest that socially and culturally constructed emotions (such as envy) have significance in stakeholder salience analyses. Second, we suggest that socially and culturally constructed emotions provide a fruitful context in which to understand the limitations of owner–managers’ personal and moral autonomy. peerReviewed

This report derives from the EU funded research project “Key Factors Influencing Economic Relationships and Communication in European Food Chains” (FOODCOMM). The research consortium consisted of the following organisations: University of Bonn (UNI BONN), Department of Agricultural and Food Marketing Research (overall project co-ordination); Institute of Agricultural Development in Central and Eastern Europe (IAMO), Department for Agricultural Markets, Marketing and World Agricultural Trade, Halle (Saale), Germany; University of Helsinki, Ruralia Institute Seinäjoki Unit, Finland; Scottish Agricultural College (SAC), Food Marketing Research Team - Land Economy Research Group, Edinburgh and Aberdeen; Ashtown Food Research Centre (AFRC), Teagasc, Food Marketing Unit, Dublin; Institute of Agricultural & Food Economics (IAFE), Department of Market Analysis and Food Processing, Warsaw and Government of Aragon, Center for Agro-Food Research and Technology (CITA), Zaragoza, Spain. The aim of the FOODCOMM project was to examine the role (prevalence, necessity and significance) of economic relationships in selected European food chains and to identify the economic, social and cultural factors which influence co-ordination within these chains. The research project considered meat and cereal commodities in six different European countries (Finland, Germany, Ireland, Poland, Spain, UK/Scotland) and was commissioned against a background of changing European food markets. The research project as a whole consisted of seven different work packages. This report presents the results of qualitative research conducted for work package 5 (WP5) in the pig meat and rye bread chains in Finland. Ruralia Institute would like to give special thanks for all the individuals and companies that kindly gave up their time to take part in the study. Their input has been invaluable to the project. The contribution of research assistant Sanna-Helena Rantala was significant in the data gathering. FOODCOMM project was coordinated by the University of Bonn, Department of Agricultural and Food Market Research. Special thanks especially to Professor Monika Hartmann for acting as the project leader of FOODCOMM.

Like other grain legumes, also field pea globally is important sources of plant protein and their growing have also positive effect on soil fertility. But, there are some constraints in their production, such pests and diseases and unstable yield. A high biodiversity and the selection of appropriate cultivars are important factors for the stability of agricultural systems especially in organic farming. Corresponding genotype choice for pea growing in mixtures with cereals can be one of the possibilities which enhances stable yield through field environment changes based on species diversity.

Proceeding volume: 13

Proceeding volume: 13