Targeting individuals and specific groups of employees: an emerging trade union challenge

Hans Björkman
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Hans Björkman: Senior Strategist, Sif, and Senior Researcher, FENIX Centre for Innovations in Management, Chalmers University of Technology, Göteborg, Sweden

Transfer: European Review of Labour and Research, 2006, vol. 12, issue 3, 315-332

Abstract: Trade unions are facing problems in attracting young and well-educated people and this challenge is increasing as educational levels are rising. In many cases, a perceived increase in individualisation has resulted in trade union recruitment strategies which are increasingly oriented towards the needs of individual members. Starting from a brief discussion on individualisation and the use of market orientation methods in a trade union context, this article aims to describe how Sif, a major Swedish union, has developed a strategy that targets individuals and specific member groups. Reflecting on lessons learned from the strategy development process, the article concludes with a discussion on alternative strategies for the development of a service portfolio and recruitment activities targeting individuals and specific groups of employees.

Keywords: trade unions; market orientation; segmentation; service innovation (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:sae:treure:v:12:y:2006:i:3:p:315-332

DOI: 10.1177/102425890601200304

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