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During the COVID-19 pandemic, the city of Amsterdam promoted the annual "Outdoor Office Day" in c... more During the COVID-19 pandemic, the city of Amsterdam promoted the annual "Outdoor Office Day" in collaboration with a firm that produces outdoor offices for citizens and visitors (Nature Desks 2021). This rather new idea and public service, offering city space and equipment for outdoor offices, arrived at a time when work, health and nature were on people's minds more than ever. The advertisement for the event stated that many work from home, referring to the COVID restrictions that made office staff meet and work digitally, rather than in the ordinary workplace. In addition to this, the city implied that it is healthy "to take your work outdoors" (ibid.). Finding new ideas like this, to innovate, and to emphasise creativity in communication, are parts of an explicit ambition in many public institutions today. But, considering that public institutions are often thought of as rigid and routinised, can such organisations really be creative? There is a discursive change towards innovation, in for instance how the EU encourages and financially supports rural firms to develop new ideas for rural sustainable development (Andersson 2021, 2019). Municipalities and cities state a need to develop new ideas in relation to change, like the pandemic's effect on office work and meetings. Therefore, the aim of this chapter is to understand how officials do and talk about innovation in a public management context. The following questions surface: how is innovation defined, managed, and presented between the municipality management and the implementation level? The chapter focuses on one case of innovation that is being developed in a middle-sized city in Sweden: outdoor offices and conferences in an openair museum. Theoretical outlook Over the last decades, the notion of innovation has also gained more attention in management theory (Bilton and Cummings 2014, 73). The word innovare, from Latin, means to renew. It is therefore closely related to the notion of creativity. Innovation can mean to break free from established norms and do things in a new way, where "the new" should be of value to

Kulturella perspektiv, Dec 1, 2017

Lund University, Nov 20, 2020

Short essay on experiences from the PhD programme at 20-year jubilee Campus Helsingborg, Lund Uni... more Short essay on experiences from the PhD programme at 20-year jubilee Campus Helsingborg, Lund University

En eftermiddag i juli 2011 besokte jag yrkesfiskaren Nils i hamnen. Vi talade lange om hur han ko... more En eftermiddag i juli 2011 besokte jag yrkesfiskaren Nils i hamnen. Vi talade lange om hur han kommit att borja med yrkesfiske och om hans drom som nyligen blivit verklighet, att salja fangsten fran en egen fiskvagn i hamnen. Han hade aven manga ideer om hur fisket kunde utvecklas samtidigt som framtidsbilden var dystopisk. I en ekonomi dar yrkesfisket har minskat med attio procent pa nittio ar, men dar istallet turismen tilltar liksom efterfragan pa naturupplevelser, vacks fragor om arbetsvillkoren for traditionella smaforetagare. Till grund for denna abstract ligger en till stora delar fardigstalld doktors- avhandling om vad arbetet med smaforetagande vardskap innebar for nagra av de yrkes- fiskare som vander sig till turister langs den svenska vastkusten.Syftet ar att undersoka hur vardskap i fiskerinaringen paverkar fiskares vardagspraktiker och hur vardskap i yrkesfisket gors, utifran en diskursteoretisk forstaelse av praktik.Faltarbetet pa nitton platser langs Sveriges vastkus...

Utvecklingen inom livsmedelsbranschen har präglats av samhällets industrialisering och globaliser... more Utvecklingen inom livsmedelsbranschen har präglats av samhällets industrialisering och globalisering de senaste decennierna. Det gäller även de producenter som förser livsmedelsbranschen med varor. Jordbrukets förändrade villkor har medfört att en del småskaliga bönder valt att erbjuda tjänster kring sin kärnprodukt. Globaliseringen har också medfört ett antal miljöproblem som några av dessa tjänstefierade bönder bidrar till att motverka, genom att uppfylla ett av regeringens uppsatta miljömål om att producera ekologiska varor. Tjänsterna dessa entreprenörer tillhandahåller innebär att ekologiska och närproducerade varor erbjuds i en gårdsbutik. Då erbjudandet av tjänster i litteraturen kommit att handla mycket om värdeskapande som fokuserar på kundrelationer fann vi ett intresse i att undersöka hur värde istället skapas inne i ett företag, som valt att bidra till hållbar utveckling som de svenska miljömålen också syftar till. Med intervjuer och granskning av hemsidor hos fem ekolog...

In this dissertation inshore commercial fisheries are being studied from a cultural analytical pe... more In this dissertation inshore commercial fisheries are being studied from a cultural analytical perspective with a focus on service production and hospitality. The dissertation title, ”Inshore commercial fisheries in change. From pluri-activity to entrepreneurship”, refers to the multiple kinds of change that the fishing industry has undergone for a long period in time. They include rationalization of traditional industries, causing decline in the number of inshore commercial fisheries but also an increasing coastal tourism. Since over a decade, authorities encourage traditional small businesses to turn to tourism and to engage in tourism development projects. Moreover, little attention has been paid to the sociocultural context of small businesses in tourism and in particular traditional firms like coastal fisheries. Against this background, I seek to understand how this traditional industry is formed and negotiated at the intersection between political governance and the everyday l...

Scandinavian Journal of Hospitality and Tourism, 2021

ABSTRACT For decades, inshore commercial fisheries of Sweden have declined in the number of fishe... more ABSTRACT For decades, inshore commercial fisheries of Sweden have declined in the number of fishermen. In parallel, the service economy has gained importance and the growth in tourism is one example. This implicates new conditions for small firms, active in traditional rural industries. While knowledge about the socio-cultural context of small tourism firms is underdeveloped and since policymaking assigns these firms a key role in sustainable rural development, this article aims to explore a traditional industry in change during the first decades of the twenty-first century. This qualitative study is based on a fieldwork inspired by multi-sited ethnography, conducted at the Swedish west coast for a dissertation published in 2019. Drawing on discourse theory and the concept of positioning, the analysis concludes that inshore fisheries in the service economy are expected to become sustainable entrepreneurs and hosts for their communities. The fishermen position themselves in a contradictory manner both resisting and conforming to the political management discourse. The contemporary service-oriented economy and social relations largely form these small firms, which are characterised by both a high dependency on authorities and by their encounters with harbour visitors.

1666. 1999. 2000. 2020. Campus Helsingborg 20 år., 2020

Scandinavian Journal of Hospitality and Tourism, 2021

For decades, inshore commercial fisheries of Sweden have declined in the number of fishermen. In ... more For decades, inshore commercial fisheries of Sweden have declined in the number of fishermen. In parallel, the service economy has gained importance and the growth in tourism is one example. This implicates new conditions for small firms, active in traditional rural industries. While knowledge about the socio-cultural context of small tourism firms is underdeveloped and since policymaking assigns these firms a key role in sustainable rural development, this article aims to explore a traditional industry in change during the first decades of the twenty-first century. This qualitative study is based on a fieldwork inspired by multi-sited ethnography, conducted at the Swedish west coast for a dissertation published in 2019. Drawing on discourse theory and the concept of positioning, the analysis concludes that inshore fisheries in the service economy are expected to become sustainable entrepreneurs and hosts for their communities. The fishermen position themselves in a contradictory manner both resisting and conforming to the political management discourse. The contemporary service-oriented economy and social relations largely form these small firms, which are characterised by both a high dependency on authorities and by their encounters with harbour visitors.
https://www.tandfonline.com/doi/full/10.1080/15022250.2021.1906744

17. Knowing Nature Malin Andersson1 1 Department of Service Management, Lund Unversity Abstrac... more 17. Knowing Nature
Malin Andersson1
1 Department of Service Management, Lund Unversity
Abstract: The aim of this article is to problematize tourism enterprising shermen ́s understanding of nature. From a discourse-theoretic outlook, I explore how shermen “know” nature. Here, “knowing nature” is a positioning practice which means that views of nature are uttered and negotiated by people in relation to another person or a group of people. The empirical material that is analyzed was created for a coming dis- sertation exploring how a traditional industry like sheries is formed and negotiated in the service-oriented economy. The ethnographic material consists of interviews, obser- vations and text-material and was collected in tourism enterprising sheries along the west coast of Sweden, between 2011-2016.
First, the tourism enterprising shermen ́s knowledge of nature is formed with refer- ence to sheries authorities. The management of sheries is decentralized as the idea of governance is spreading in EU. Governance creates challenges while the actors have to negotiate different knowledges of nature where sustainability is a term open to interpretations and is being understood from different vantage points.
Second, knowledge concerning nature is formed and negotiated in shermen ́ relation- ships to visiting consumers. The tourism enterprising shermen present their knowledge of nature as “authentic” and appreciated by visitors, who are described as ignorant.
Third, the shermen ́s talk about nature focus on ecological sustainability and moral aspects. The shermen do an active repositioning from rejecting being depletioning actors, to positioning themselves as market aware, ecologically skilled, informative and responsible fishermen.

The traditional industry of inshore commercial fisheries is in a state of transformation, which m... more The traditional industry of inshore commercial fisheries is in a state of transformation, which manifests itself in the fisheries management, in harbors and within the community of fishermen. With the help of discourse theory and the concept of positioning, an ethnographic material of docu ments, observations, interviews and news articles generated between 20112015 is analyzed. The aim is to explore how the inshore commercial fish ery is formed and negotiated in the service econ omy. This article finds contradictory discourses formed in the relationship between fisheries man agement and fishermen, where the commercial fisheries are extensively regulated by the state authorities. At the same time the fishermen are encouraged to engage in governance projects and to become entrepreneurs. The fishermen describe their worklife and how they started working in the tourism industry, stories which positions the inshore commercial fishery and the fishermen themselves as entrepreneurs with ecological knowl edge and longterm responsibilities. The findings suggest a lack of trust in the context of fisheries governance.

Conference Presentations by Malin Andersson

Session D:2 Individuella presentationer: Fysiskt arbetsliv Kustnära yrkesfiske i omvandling Malin... more Session D:2
Individuella presentationer: Fysiskt arbetsliv
Kustnära yrkesfiske i omvandling
Malin Andersson
Institutionen för service management och tjänstevetenskap, Lunds universitet
Bakgrund
En eftermiddag i juli 2011 besökte jag yrkesfiskaren Nils i hamnen. Vi talade länge om hur han kommit att börja med yrkesfiske och om hans dröm som nyligen blivit verklighet, att sälja fångsten från en egen fiskvagn i hamnen. Han hade även många idéer om hur fisket kunde utvecklas samtidigt som framtidsbilden var dystopisk. I en ekonomi där yrkesfisket har minskat med åttio procent på nittio år, men där istället turismen tilltar liksom efterfrågan på naturupplevelser, väcks frågor om arbetsvillkoren för traditionella småföretagare. Till grund för denna abstract ligger en till stora delar färdigställd doktors- avhandling om vad arbetet med småföretagande värdskap innebär för några av de yrkes- fiskare som vänder sig till turister längs den svenska västkusten.
Syfte
Syftet är att undersöka hur värdskap i fiskerinäringen påverkar fiskares vardagspraktiker och hur värdskap i yrkesfisket görs, utifrån en diskursteoretisk förståelse av deras praktik.
Metod
Fältarbetet på nitton platser längs Sveriges västkust mellan 2011 - 2015, innebar bland annat att jag deltog i fisket, besökte och samtalade med yrkesfiskare och fiskeförvaltare. Etnografiska metoder har genererat ett blandat empiriskt material av observationer, fotografier och intervjuer, men även texter från myndigheternas dokument och yrkes- fiskarorganisationens media. Analysmetoden, som fokuserar på diskursiv praktik, synliggör normer och föreställningar med betydelse för den kustnära fiskenäringens samtida arbetsvillkor. Begreppet positionering, men även metaforer och arbetslivs-berätt- elser, hör till den diskursteoretiska utgångspunkten för studien.
Resultat
Värdskap i yrkesfisket innebär att yrkesfiskare får en möjlighet att lära besökare om fisk och om fisket. De arrangerar festivaler, svarar på besökares frågor vid båten, arrangerar hummersafaris och säljer nyfångad fisk direkt i hamnen. Värdskapet blir också ett tillfälle att kommunicera vissa positioner som yrkesfiskare intar. Yrkesfiskarna gör även insikter om kunder och besökare, som handlar om att inta en position som mer kunniga. Positioneringen handlar om att forma det kustnära yrkesfisket som en pedagogisk och kulturbärande näring, som kan förmedla traditionell och ekologisk kunskap. Värdskap i yrkesfisket förefaller också bidra till konkurrens i kustsamhällena, där mer konventionella yrkesfiskare intar positioner som ”riktiga” fiskare medan de turismföretagande yrkes- fiskarna själva intar en position som kvalitetsmedvetna entreprenörer. Trots den negativa trenden med allt färre och äldre yrkesfiskare, försöker utövarna i denna traditionella- och ifrågasatta näring infoga sig i den tjänsteinriktade ekonomin genom att i sitt värdskap interagera med en liten skara nyfikna besökare med en position som ekologiskt kunniga och hållbara fiskare.

Kulturella perspektiv, Dec 1, 2017

Lund University, Nov 20, 2020

Scandinavian Journal of Hospitality and Tourism, 2021

1666. 1999. 2000. 2020. Campus Helsingborg 20 år., 2020

Scandinavian Journal of Hospitality and Tourism, 2021

Kustnära yrkesfiske i förändring. Från mångsysslare till entreprenör., Aug 20, 2019

Abstract In this dissertation inshore commercial fisheries are being studied from a cultural anal... more Abstract
In this dissertation inshore commercial fisheries are being studied from a cultural analytical perspective with a focus on service production and hospitality. The dissertation title, ”Inshore commercial fisheries in change. From pluriactivity to entrepreneurship”, refers to the multiple kinds of change that the fishing industry has undergone for a long period in time. They include rationalization of traditional industries, causing decline in the number of inshore commercial fisheries but also an increasing coastal tourism. Since over a decade, authorities encourage traditional small businesses to turn to tourism and to engage in tourism development projects. Moreover, little attention has been paid to the sociocultural context of small businesses in tourism and in particular traditional firms like coastal fisheries. Against this background, I seek to understand how this traditional industry is formed and negotiated at the intersection between political governance and the everyday life of people in the service oriented economy.
The aim of the dissertation is thus to explore a traditional industry in change during the first decades of the 21st century, through answering three questions in the following order: How is inshore commercial fisheries presented in political visions of the future fishing industry? In what ways does hosting and hospitality manifest in the everyday life of inshore commercial fisheries and what does that mean for the work role of coastal fishers? The study is based on ethnographic material generated along the westcoast of Sweden between 2011- 2015. It consists in total of thirty interviews, different policy texts, media texts and observations from governance meetings and participation in inshore coastal fisheries. The theoretical framework draw on discourse theory and the concept of positioning, in an analysis
of three emerging themes.
First, from a top-down management, future coastal fishing is defined as ”locally sustainable” and as a profitable enterprise with less regulations, albeit increased individual responsibility. In this ambition fishermen are expected to ”diversify” and act as entrepreneurs in local markets for direct sales and tourism. In a governance context contemporary fishers are depicted as unaware of the potential of marketing and they are therefore expected to become more business oriented ”story-tellers”. The union of fishers´ vision is similar to authorities, while individual fishers views of the future are not as utopian. They express concern about a permanent loss of knowledge and cultural heritage. This indicates a gap in trust between governance of fisheries and fishers.
Secondly, hospitality manifests in exhibitions, festivals, fish restaurants, lobster safaris, processed fish to mention a few. The drivingforces for this maritime hosting is to earn more income, but also to pass on knowledge about fisheries and about their terms of work. In this context the fishers position themselves as experts. The service meeting, however, enables fishers to learn about visitors expectations, level of knowledge and preferences. They also engage in a form of authentication of the inshore commercial fishery, presenting it as quality-oriented, natural and authentic, where cultural heritage plays an important role.
Last, the work role is presented as an independent and responsible actor who is a ”part of nature”, where the small scale business, in particular small scale fishing, is highlighted. Doing service work is explicity being down-prioritized in favor of fishing and ”being the fisher”. The work role of ”Being a fisher” is characterized by flexibility, ambivalence and unpredictability. In sum, as the title indicates, the contemporary fisher in the service-oriented economy use several positions, of which some can be found in authorities visions, such as the tourism entrepreneur. The fishers also position themelves in a reluctant manner as victims and experts. At the intersection between political management and the everyday life of fisheries, the discourse about sustainable fisheries covers different perspectives on what sustainability and sustainable fisheries ”is”. The comtemporary service-oriented fishers position themselves as a sustainable alternative to industrial fisheries and fish mass trade on a global scale. Furthermore, they navigate between resistance, self-discipline and constant adaptation. A practical implication of the study is that coastal communities and hospitality organizations who wish to anchor place branding in local entrepreneurship, could consider what role inshore commercial fisheries can play as a resource for promoting sustainable food consumption and for spreading knowledge about local food and local cultural heritage, while also considering recruitment, seasonal continuation and working conditions and safety as issues of sustainability.