The aim of this paper is to study which aspects are considered when automation decisions are being made in the wood products industry. The aspects were identified in several decision areas of manufacturing. The data collection was based on participation in meetings of an ongoing investment project. The findings demonstrate that in the first phases of an investment project, where the project idea is evaluated, the most critical aspect for decision makers is economic benefits. This paper will provide further insights on the underlying reasoning for decisions on automation of manufacturing in investment projects in the wood products industry.