In the Nordic countries, the non-industrial private forest (NIPF) owners play an important role in the roundwood market, and are essential to the successful implementation of. environmental policies. We know little about the owners as managers, however: about their goals, procedures for identifying cutting opportunities, or the selection of buyers and price options. To study these issues, I have used a qualitative method. based on personal interviews with 35 owners. The results show that an overriding objective, influencing the cutting patterns of the owners, is to preserve and develop the property. A variety of formal and informal economic, production and environmental, and intangible goals are influenced by this overriding objective. In addition to relying on their own observations of price changes and the recommendations of the forest management plan, owners identify cutting opportunities through neighbours, friends, timber buyers, or extension rangers. Usually the owner uses the same selling form from one time to the next. Dissatisfaction with the result of the last cutting, however, may trigger a search for new options.