Increasing diversification, urbanization, economic restructuring, and distances, as well as declining economic dependence on forestry, are changing the characteristics of forest ownership and the conditions for environmental governance. Through an interview-based case study of Swedish forestry industrial actors, this article examined the organizational and governing aspects and implications of recent shifts by exploring the strategies and marketing/governing technologies of private/industrial forestry organizations. With a focus on local implementation, this study shows that forest owners are largely constructed, and engaged, as consumers (rather than, for example, as timber suppliers) and are governed, partly at a distance, through specific forms of guidance, technologies, and knowledge to overcome the lack of social and physical presence in the design and interaction of sale. This stresses the need to understand the role, function, and power of the forestry organizations and sales processes in research on environmental and forest policy implementation on multiple levels.

多样化、城市化、经济结构调整和距离的增加，以及经济对林业的依赖度下降，正在改变森林所有权的特征和环境治理的条件。通过对瑞典林业工业参与者的访谈案例研究，本文通过探索私营/工业林业组织的战略和营销/治理技术，研究了近期变化的组织和治理方面以及影响。本研究侧重于本地实施，表明森林所有者在很大程度上是作为消费者（而不是作为木材供应商）构建和参与的，并通过特定形式的指导、技术、和知识，以克服销售设计和互动中缺乏社交和实体存在的问题。这强调需要了解林业组织和销售流程在多个层面的环境和森林政策实施研究中的作用、功能和权力。