"Although trade union revitalization processes have been thoroughly examined by industrial relations scholars, less is known about the implications of such processes on unions' self-image. This article addresses that gap in knowledge by investigating how the self-image of a major Swedish public-sector trade union, the SKTF/Vision, changed after a thorough revitalization process took place. The findings indicate that due to pressure resulting from public-sector privatization, the union abandoned much of its former self-image and replaced ideas of ‘the collective' with individualism. This article analyzes these changes and discusses the implications for the union movement."

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