New energy strategies in the Swedish pulp and paper industry-The role of national and EU climate and energy policies

► We analyse the strategic reorientation in the Swedish pulp and paper industry over the past decade. ► This paper documents the changes the PPI's approach to electricity production and use. ► The reorientation has been driven by changes in underlying economic conditions and perceptions. ► Increased electricity costs and cognitive changes due to Swedish electricity market reform and the ETS. ► New source of income from the scheme for tradable renewable electricity certificates.