Sa ´ mi reindeer herd managers: why do they stay in a low-profit business? Jan A ˚ ge Riseth NORUT Social Science Research Ltd and Nordic Sa ´mi Institute, Norway Abstract Purpose – This paper aims to reflect on the Sa ´mi reindeer industry, which, in spite of a low economic return, contrasts with other primary industries in not displaying a population decline. Design/methodology/approach – The project in this paper is based on two major hypotheses: the life form hypothesis: reindeer management has a particular value for the performers, being the condition for an active choice of staying within the industry; the capital hypothesis: lacking recognition of the resources of the reindeer-managing Sa ´mi is/has been limiting their establishment in capital requiring undertakings. Findings – In the paper there are indications that the reindeer-managing Sa ´mi practices are in a Weberian sense a substantial rationality. Analysis at hand indicates close connections between landscape, management type, and type of rationality in reindeer management. Practical implications – The project in the paper analyses the economy of reindeer management in chosen regions by both quantitative and qualitative studies, focusing on the household level. For the quantitative analyses the creation and extent of value streams in the households of reindeer management and near surroundings are focused. In the qualitative analyses the point of departure is decision situations and strategic choices with reindeer-managing Sa ´mi. Comparative analyses will be undertaken to explore representation of the regional studies. Originality/value – The paper shows that the design is original and the outcome is expected to have a potential for changing the focus of current policies. Keywords Livestock, Meat, Sweden, Norway, Finland Paper type Research paper Background This contribution aims to provide some basic knowledge on the specific lifemode and industry of Sa ´mi reindeer herd management. The Sa ´mi, an indigenous people of North Western Europe, herd semi-domesticated reindeer (Rangifer tarandus tarandus) (cf. Figure 1), and utilize them as a source of living, but also as a meaningful cultural tradition. More specifically I will provide the motivation and approach of a research project intending to reveal the basic economic logic of this traditional industry within a modernized context. The project “Analysis of the economic adaptation of Sa ´mi reindeer management”[1] aims to explore why so many Sa ´mi reindeer herd managers in spite of low return, still stay in business. This phenomenon greatly contrasts other primary industries, such as agriculture and fishery, generally displaying long-term population decline. Could that be explained by values connected to tradition or, on the contrary, a lack of better alternatives? Answers should be based on natural and culture historical preconditions. Reindeer herd management is but one of a variety of pastoral adaptations where humans herd more or less domesticated animals and utilise animal products as their main source of The current issue and full text archive of this journal is available at www.emeraldinsight.com/0007-070X.htm Sa ´mi reindeer herd managers 541 British Food Journal Vol. 108 No. 7, 2006 pp. 541-559 q Emerald Group Publishing Limited 0007-070X DOI 10.1108/00070700610676361