Försörja sig på hästar? En studie av hur värde konstrueras i hästverksamheter
This study aims to investigate how value is constructed in horse business, in order to increase knowledge and contribute to development of theory in this field. This is important since the horse plays a significant role in the rural development in Sweden. The study assumes that value is something created through relationships in the social network. Therefore theories of sensemaking are combined with a discourse analytic method. By interviewing customers to two companies, one with orientation on trotting horses and one with orientation on showjumping horses, it was found that value is constructed through retrospective stories. The customer gives value to the business when his/hers expectations are met or exceeded and when the customer's personal values are reflected in the business. Customer criteria for a good horse business differs between the two studied companies as a result of different descriptions of how to use and relate to the horse. The social context is the most important factor affecting the value construction since it may strengthen identities and is fundamental for trust in the relationship between the company and the customer.