Using forestry and mining as empirical cases, the chapter analyses to what extent gender equality efforts in men-dominated industries can be understood as organizational innovations and how the degree of newness in these efforts affects the prospects of evoking structural changes in the gendered patterns of these industries. In the studied gender-equality efforts in one major forestry company and one major mining company in Sweden, carried out during the last ten years, innovative measures of creative workshops, cooperation with gender researchers, and challenging masculinities are identified. Their level of contextual innovativeness is high, although their universal innovativeness is low. The gendered aspects of the innovativeness encompass identification of hitherto unmet needs of gender equality among individuals, organizations and society to some extent. The prospects of the measures evoking structural change in a transformative way vary, with challenging masculinities exposing the highest potential, but only if thoroughly realized.
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