Struggle for Survival : A Case Study of the Reindeer Industry in Sweden

Abstract: Background: Within capitalistic economies the notion persists that only the most efficient and profit-maximizing companies and industries, that withstand the market mechanisms, should sustain. However, market mechanisms currently do not sufficiently consider non-monetary value creation such as social and environmental contributions. Thus, the notion of “survival of the fittest” drives industries that deliver social and environmental contributions, but are not as profitable, into extinction. One such industry whose viability is currently challenged is the indigenous Sami reindeer industry in Fennoscandia. Reindeer herding carries great social, cultural, and environmental value beyond economic terms. It is an essential part of Sami culture and does not only provide income but preserves traditional knowledge, practices, and identity. The reindeer industry, however, exists under pressure-like conditions and is facing multiple social, economic and environmental challenges. Purpose: The purpose of this study is to contribute to the understanding of the interrelations that constitute the struggle faced by the Swedish reindeer industry in which its viability is challenged. Method: This study is a grounded theory case study of the reindeer industry in Sweden. Following a qualitative theory building approach, key stakeholders were interviewed as part of fieldwork in Norrbotten County, Sweden. Through data analysis a theory was developed which is mapping out the struggle of the reindeer industry in its context. Conclusion: The study highlights the struggle of the Swedish reindeer industry from an inside-out perspective. The theoretical contribution is in the form of a process map which shows the interrelations and context of the struggle. Three conditions affecting the struggle were identified (missing value recognition, power asymmetry, and clashing cultures and values) whereas needs, challenges and adaptation strategies and the interrelations between them constitute the struggle. Overall, for the reindeer industry to be viable long-term, the political and economic systems need to recognize and respect the real value it is creating.