Information till mjölkföretaget
vilken information behövs och hur bör den utformas när gården ska ta investeringsbeslut?
The fast developments in information and data technology during the recent years have accentuated the need for the business manager to interpret and act on information from the surrounding environment. Today we know little about what information is really used in the unique decision-making. Further, little is known about how information should be designed to fit people with a more intuitive approach to interpreting information. This study is therefore about the difference between peoples approach to interpreting information and how information should be designed to fit those with a more intuitive approach to interpreting information. The application is made to dairy farms in Sweden.
The literature review describes the strategic leadership, the decision-making process and the intuitive and the analytic thinking. Also, the information formation within dairy farms is presented as the recent year?s fast development.
The method for the study is qualitative interviews. Interviews with the managers were conducted on two dairy farms in the county of Södermanland, Sweden, right under spring farming operations.
The analytic thinking is described as when the information is analyzed before the decision is made. The intuitive thinking is when the information can be read without further analysis, the information is read through earlier experiences. The analytic and the intuitive thinking can be described as a path, were the two starts in each end and flow together along the path. You can be more or less analytic or intuitive when you interpret information. The managers I have interviewed are right on that path, but they are moving in different ways.
The result and the conclusions drawn showed that there are differences in the two information relationships, also that decisions is to be made analytic but with the intuitive thinking as the base. There is still some information missing when investment decision is made, for example what kind of guarantee there are and the importance of accurate formulated contracts. There are some differences between the sizes of the farms as well, like the large farm has more of strategic thinking, and there are some goals set within the company, compared to the small farm. This kind of pattern is a common difference between large and smaller companies. The small farm also uses diversification; which also is a common way for the small companies so they are steady against the changeable market.