Analyzing 1986–87 data from 261 NLRB certification election campaigns, the author finds that union tactic variables explain more of the variance in election outcomes than any other group of variables, including employer tactics, bargaining unit demographics, organizer background, election background, employer characteristics, and election environment. The results suggest that unions can significantly improve the probability of winning an election by using a rank-and-file intensive organizing strategy. This strategy includes a reliance on person-to-person contact; an emphasis on union democracy and representative participation; the building of support for the first contract during the organizing drive; the use of escalating pressure tactics; and an emphasis on dignity, justice, and fairness rather than on bread-and-butter issues.
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