SpringIssue2018 JIBSUnitedMagazine

SPRING ISSUE 2018
JIBS UNITED
MAGAZINE

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2

Nu söker vi nya talanger till
samtliga av våra avdelningar
inför hösten 2018.
Vi rekryterar löpande till Audit & Assurance,
Business Process Solutions, Tax, Risk Advisory,
Consulting och Financial Advisory. Läs mer och
ansök på www.deloitte.se/ledigajobb
3
What Impact
Will You Make?

WORDS FROM
THE DEAN
JIBS was founded in 1994. Still considered
a young business school,
JIBS is now “older” than most of its
students. In fact, older than some of its
staff. When JIBS was imagined and created
in the early 1990s, the world map
of politics, economics and welfare was
different from today. The future envisioned
for JIBS in the 1990s was to be a
spearhead, at the forefront of education
and research on entrepreneurship and
internationalization.
There have been many “firsts” for JIBS:
host company programmes, engagement
with SMEs in the region, and,
most recently, the first school in Sweden
to be granted double-accreditation
by EQUIS and AACSB. You could say it’s
in our DNA to be on the frontline. Our
ambition to be a pioneer puts high demands
on us. By entering the digital
era, the world at large, and the world of
business schools specifically, is changing.
Evolving. Rapidly. We must prepare
for this future. We are doing so in many
different ways: updating our learning
environments; preparing and training
our teachers; experimenting with new
technology; engaging our stakeholders
in adjusting and developing programmes
that will cater their needs bet-
Professor Jerker Moodysson
Dean and Managing Director
Jönköping International Business School

ter. But there are some things that must
be done on a grander scale. In late 2017,
JIBS Leadership Team, Strategy Group
and Strategy Board discussed the final
version of JIBS Strategy 2018-2024,
which is setting a trajectory for JIBS’
development in the coming seven years.
In the strategy, we define what we see as
the key elements to our success.
The end-year for the strategy is 2024
which marks JIBS’ 30th year in operation.
This may seem like a long time for
some – for others it is not more than a
blink of an eye. No matter how you perceive
time, this is a period during which
the conditions for higher education are
redefined. To remain relevant, we must
embrace these new conditions and take
a leading position in redefining business
school education. We, faculty and
staff, wish to do this together with our
students, our alumni and our corporate
connections. By cross-fertilization of
ideas and skills, we infuse thebest of the
present into a new and exciting era.
Welcome to the future, new and old students!
Har du växtkraft?
Frigör den hos oss.
Ansvar skapar växtkraft
Våra medarbetare får stort eget ansvar, vilket skapar växtkraft. Kraft
att utveckla våra kunders, de dynamiska ägarledda företagens, affärer.
Men också kraft att driva på sin egen utveckling och hjälpa kollegor
att växa. Vi arbetar i en företagskultur där vi tar ansvar, stöttar
varandra och samarbetar i team. Låter det som en plats där du skulle
trivas och växa? Välkommen till oss!
Sofie Nilsson
Auktoriserad revisor
Jesper Olsen
Redovisningskonsult
karriar.grantthornton.se
Facebook: Grant Thornton Sverige Karriär

Sylvie DellaBruna
Editor in Chief
Ella Meyner
Managing Director
LETTER FROM
THE EDITOR
Welcome to the first of the three magazines
being published this during the year 2018!
A little bit about me… My name is Sylvie
DellaBruna, and I am a first-year, California-born
international student here at JIBS.
It is also my first time being a project manager
for a committee here under JSA and
I could not be more excited, nervous, and
driven to go through this next year at the
wheel of JIBS United with many wonderful
people at my side.
There are many goals that I have for the
magazine this year. Firstly, we are proud
and excited to be holding three lobby events
for each of the issues being published where
students can engage with committee members,
pick up some coffee and goodies, as
well as learn where to find the magazine

now that it is being published in an online
platform rather than being printed.
Secondly, we are also introducing a JIBS
United podcast series where three articles
from every issue will be further
talked about in a three-day podcast series
in partnership with RadioK at HLK.
Podcasts are an emerging and powerful
platform to spread information, and
also a fun way to listen to your favorite
satirist, comedian, talk show host,
and the like, and JIBS United Magazine
wants to encourage students to engage
with us as a committee by through this
platform as well.
This Spring Issue’s theme is “The Future
is Now.” We chose this theme because
the members and I felt that 2018
is the year of a fresh start, and also a
year to take control of your future. The
phrase represents the notion that every
decision you make now, tomorrow, next
week, and so on, can affect and inspire
what happens in your life down the road.
If you want to do something that you
know you will love – then do it! If you
want to plan for a really amazing trip, or
educational experience – plan it!
Live here and now and don’t miss a
chance to be your own inspiration and
driver for success.
We at JIBS United Magazine, wish all of
our readers the very best in their past,
present and future. This is an amazing
committee to be a part of, and I for one,
am so excited for the year ahead.
Thank you.
Lea Beck
Emelie Edberg
Loredana Rusu
DESIGN TEAM

CO

Meet the Team...............................................10
Become Your Future Self, Today..........................12
#METOO.........................................................................16
Social Media: Living Online or Leaving It Behind?................20
JIBS - Now, Then and Later.........................................................24
Social Media: The Future Is Now........................................................28
Meet Students For Sustainable Action.......................................................32
Now Is The Time to Explore Where You Live...................................................36
Coffee Break................................................................................................................40
Meet JSA Board..................................................................................................................44
Future Thoughts...........................................................................................................46
How Millenials Are Shaping The Future............................................................48
How The Concept of Work and Jobs Have Changed..............................52
You Have Heard It Before...................................................................56
Opinion | The Future of Government and Our Place In It..............60
Gap Years - Helpful or Hurtful?...........................................63
What to Do After Graduating......................................66
Words From The President....................................69
Words From The JIBS Alumni Association..70
NTENT

SYLVIE DELLABRUNA
Editor in Chief
ELLA MEYNER
Managing Director
JENNIFER HERTZBERG
Marketing
EMELIE EDBERG
Graphic Designer
LOREDANA RUSU
Graphic Designer
LEA BECK
Graphic Designer
JULIA CARLSSON
Marketing
ANNIE JOHNSON
Writer
LINUS MAUTNER
Proofreader
MEET THE

BEATA HEDLUND
Marketing
REBECCA LARSSON
Writer
SABINA FINNIGAN
Proofreader
NIKOLA KOLEV
Writer
JOHANNES AHLSE
Writer
ELISA BAKER
Writer
FANNY JOHANSSON
Proofreader
HANNAH EDGREN
Writer
TEAM

Graphics by Jason Ratliff
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BECOME YOUR
FUTURE SELF,
TODAY
by Johannes Ahlse
Nobody is going to get you to
where you want to be except for
you. Everything starts with a
goal. The first step to embracing your
future self is to find inspiration. That
feeling when you imagine the grand,
exciting and vivid images of what your
future is going to look like. Seek that
feeling. Secondly, understand that
dreams and aspirations will remain just
that if you do not nurture them.
The risk is, that your dreams will simply
remain a conversational topic at
a dinner table, a desperate hope for
something better or a distant escape
from reality. Because the reality is,
dreams are inspiring, as long as they
13

are dreams. The second you make the
decision to pursue and throw yourself
into your aspirations, you are likely to
face discouragement. The warmth in
your chest, the fire in your eyes, turns
into a lump in your stomach, palm sweat
and a neurosis feeling of inadequacy.
That beautiful picture you have painted
turns into a distant thought and you are
left with enormous challenges. Truth
be told; a goal is something to work on,
something real. The perfect dream does
not exist in reality. I am not going to say
it is a walk in the park, because it is not.
Growing as a person takes discipline and
it is unlikely you will admit that fear is
stopping you from doing so. Instead,
you have an arsenal of excuses as to why
you are not pursuing your dream. Bad
timing, I am not prepared, I do not really
know what I want.
I believe that discomfort should be
something to strive towards. You are
never going to become the person you
want to be, or achieve the things you
want to achieve unless you embrace
discomfort. As Johannes Hansen said
during his inspirational lecture at JIBS,
“
Life begins where
your comfort zone ends
People are not born confident. People
are not born brave. Becoming these
things is about practice, gaining a sense
of familiarity with these feelings, and
pursuing what makes us uneasy even
though our bodies tell us not to. That
feeling of discomfort is the feeling of
improvement. It is a feeling that we
have been taught to dislike although it
is the only indication we have to prove
our growth. It is important to remember
that if hard work was easy it everyone
would do it.
I am not saying that I am all-knowing,
I understand, we have all been there.
We have all faced our fears, we have all
let ourselves down. It can be scary, but
does not have to be. You will not become
your future self overnight. It is
ADMIT FEAR
14

EMBRACE IT
a neverver-ending project. There are
two things I believe in when it comes to
growing as a person; firstly, admit fear,
secondly, embrace it. Easier said than
done you might say? It is not. It is going
to be challenging, but it is going to
be worth it. Right now, there are more
opportunities than ever before, people
can become whomever they want.
The resources are there, you just need
to use them. I strongly believe in the
concept of “surrounding yourself with
successful people will lead to your success”.
This belief is not about success
rubbing off, it is about learning from
people who are where you want to be.
Compare habits and discipline, but do
not compare yourself to other people.
We all want different things, but we can
all learn from each other. Fundamentally,
pro athletes, scholars, or successful
business-owners all share similar traits.
They are dedicated to reaching their goal
and have a clear vision for it.
To conclude this article, I want to challenge
you to take a second, minute or
hour and think about who you are and
what you want to gain/learn from life.
Are you not the person you want to be?
Then think about who you want to be,
and how you can become that person.
Set clear goals. The reason people often
prioritize “mindless scrolling” on
Instagram, Twitter and Facebook etcetera
is because people do not have
clear goals. No clear goal of what they
actually want to achieve and therefore
cannot tell at the end of the week if they
achieved what they wanted to achieve.
Remember to start small, this is not
about making a life changing journey in
a matter of a day, it is about developing
the habit of embracing discomfort
and personal growth. Personally, I have
never been the reading type, but reading
books such as Outliers and Blink has
broadened my perspective of thought,
something that I want to work on. So,
ask yourself, what can you do today that
your future self will thank you for?
YOUR
COMFORT
ZONE
REAL LIFE
15

#METOO
by Beata Edlund
17,700,000 might seem like a big number,
which it is, and the worst thing is
that it is the reported number of sexual
assaults and harassments by men on
women since 1998. This may come as a
shock for some of us, but not for others.
Either way, this is what our world looks
like today, a fact that rarely gets enough
attention. Fall of 2017, will be remembered
as the time when women stood
together against the harassments performed
by men all over the world. It was
the fall when #METOO spread worldwide.
Creating the Hashtag #METOO
The hashtag arose and got known all
over the globe in just a few days by
women who, on Twitter and other social
media, confirmed that they had been
sexually assaulted, during at least one
occasion in their life. The hashtag became
a huge trend, and the previously
unknown numbers of unreported sexual
crimes started to grow. Alyssa Milanos
was the woman who came up with
the hashtag and it started as a tweet to
encourage other women to let the world
know the truth. Milanos shared her
story about when she was harassed by
the movie producer Harvey Weinstein
in Hollywood. She is not the first one,
but she was the one who stood up and
showed that we have to put an end to
this. Her story was the story that inspired
women all over the world to share
their stories as well.
What originally was composed as an
innocent tweet, is now something that
celebrities, politicians and all of society
are talking about. Harassment and rape
are no longer forbidden subjects to discuss.
The subjects are finally getting the
#METOO
#METOO
#METOO
#METOO
#METOO
#METOO
#METOO
#METOO
#METOO
#
#METOO
#METOO
#METOO
#METOO
#METOO

amount of attention they deserve, and
people are strongly showing their support.
In order to make a change people
need to talk about it, and highlight the
importance of it all; no woman should
ever feel unsafe when walking alone,
dancing in a club or being at her workplace.
Many people were shocked by the rapid
spread of the hashtag, suddenly your
colleague, neighbor, sister or teammate
started telling their story. Their experience
and what they have had to live
through. The large number of women
who have stories to tell is overwhelming,
something that has led to a lot of
people to think and realize its importance.
Today‘s society has a problem,
and it is a problem which deserves each
and every piece of attention it is given.
A Fight Spanning Decades
The fight that women all over the world
are fighting today is not newly emerged.
It is a war that has been fought for decades,
only now new aspects have risen.
The first wave of the feminist‘s movement
came in the 1920‘s when women
started to fight for voting rights. The
second wave of the feminist movement
occurred during the 1960‘s and 1970‘s
when women had voting rights, but
still had no voice when it came to their
workplace environment or household,
the man always had the upper hand.
Women wanted to do more with their
life than what was expected from them,
more than to take care of the house and
children. Even though this is an important
task the women thought it was
unfair that they were barely allowed to
have a job, and the types of work they
METOO
#METOO
#METOO
#METOO
#METOO
#METOO
#METOO
#METOO
ETOO
METOO

could get were limited to teaching or
becoming a nurse or secretary. Women
aiming for a higher education were
highly unwelcome, in an article written
about the American Feminist Movement,
a dean at a medical school once
expressed: “Hell yes, we have a quota...
We do keep women out when we can. We
don‘t want them here - and they don‘t
want them elsewhere, either, whether or
not they‘ll admit it“.
A Fight for Today and the Future
After decades of fighting for our rights,
the right to decide for ourselves, our
bodies, our careers, opinions, and future,
maybe it has come close to an end?
Could it be, that we have come to a point
where a woman could be seen as equal
to a man? In every aspect and every
environment, no difference between
which sex you have, or do not have.
So, to go back to where we started, me
too, is a way to support each other and
finding a way back to life again, after a
harassment or the like. It is also a way
for women to stand up for themselves,
and reclaim their bodies. A man could
be stronger than a woman, but no man
is ever stronger than the women standing
up for themselves, and each other.
The way back may be long, but together
we can do it. It is not only women who
should support other women, we should
all support each other in this. The harassment
cases do not only affect the
victim, but everyone involved, and society
as a whole. For a better world here
and now, because the future is now;
will you, when someone says ME TOO
say NO MORE? This is the end of sexual
assaults. Something we should all be
fighting for,and as a unified society, we
will put an end to this in order to make
the world a place where everyone feels
welcome, safe and most important,
loved for who you are.
18

19
poster by Deva Pardue, For All Womankind

20

SOCIAL MEDIA:
Living Online or Leaving It Behind?
by Annie Johnson
For the past three years, the worldwide-known phenomena
and singer-songwriter Ed Sheeran has been
the greatest source of inspiration in many people’s
lives, mine included. When Sheeran in December 2015 decided
to take a break from social media, he created headlines
all around the world. His explanation was that he had been
seeing the world through a lens and wanted to experience it
himself. “There will always be someone else there to photograph
it”, he said. A year later, I decided to do the same.
At 23.59 on New Year’s Eve 2016, I deleted all social media
applications on my phone except for Messenger (cheating
or not, I still wanted to be able to stay in touch with
long-distance friends). I had two initial reasons for making
this choice, a choice that seems to become more and more
common. - Number one: I do not understand the concept of
having to be reachable at every single moment. Number two:
I wanted to experiment and see if I would be able to become
more efficient and productive with my time while living under
a rock.
Millennials and Social Media
The first day was quite interesting. I unlocked my phone at
least ten times that day, with the purpose of checking Snapchat.
And then ten more times to check Instagram. And later
ten times to check Facebook, it was definitely a sign of addiction.
It also made me aware of how dependent I was on social
media, which is a problem for many millennials in today’s
society. As a matter of fact, a study reveals that young peo-
21

ple today spend nearly two hours daily
on social media. This is summed up to a
total of five years and four months in a
life span, whereas eating and drinking
only consumes on average three years
and five months. This means that there
are millennials that spend more time on
social platforms than they do eating or
even socializing in real life.
It might not be a surprise that there
are more pictures taken in two minutes
today than during the entire 19 th century,
since studies show that the average
individual spends a total of 40 minutes
on Instagram and Snapchat daily. However,
these two platforms together are
ranked the most disadvantageous social
media on a mental aspect. According
to American Marketing Association, one
essential explanation as to why there is
such a high frequent usage of the social
media is due to a release of neurochemical
dopamine in the body when people
receive social approval through achievements.
In this case, the accomplishments
are through getting “likes” or a
high number of followers. The feeling of
happiness that is created stimulates the
reward system in the same way a promotion
at work would do. However, depriving
the brain of this “reward chemical”
leads to a shortage of dopamine and
could consequently cause depression.
To make it even worse; a study that was
published in Forbes in 2017 reveals that
42% of the users of social media platforms
feel jealous when someone else’s
post receives more “likes” than their
own, including posts from celebrities as
well as friends and family.
Health and Social Media
After finding all this information on
how bad social media is for one’s health,
confirmed in one study after the other,
why do we keep using them so frequently?
I found two crucial reasons: Firstly,
22

Small tip: Download an application called Forest.
The application uses a timer, and until it sounds, one is
not allowed to use the phone. Perfect for exam periods
when there is a high need of staying focused!
it is not a secret that social media platforms
are addictive. There is actually
even evidence proving that these sits
are continuously improved to keep their
users’ engagement high. This is, for
example, done by using a personalized
news feed for each member. Secondly,
we live in a society that is based on a life
online. Without access to Facebook, the
risk of missing out on important information
or upcoming events is high. This
creates a feeling of being an outsider,
which could be discussed to have the
same negative mental affects as a social
media addiction has.
What Can You Do?
Suddenly I realized, the idea of becoming
more productive as a person instead
made me inefficient in finding information
about everyday-life activities. So, a
couple of days into February, I decided
to access both Snapchat and Facebook
again. I was back online, but this time
mainly for the sake of receiving firsthand
information. However, I had definitely
learned how to use my time more
productively in January. I watched more
Ted Talks than ever, got into the habit
of listening to documentaries instead
of watching Netflix, and I finished that
book I had postponed reading for weeks.
To conclude, I would recommend anyone
who recognizes oneself in the addictive
behavior described, to take a
break from social media, even if just for
a day. Alternatively, why not turn off
the notifications to stay present in the
moment? Social media itself is an astonishing
feature to our society; it has
ever been easier to access information.
However, the addiction is dangerous.
Therefore, it is definitely an interesting
experiment for yourself to see if you rely
your happiness or spend an unnecessary
amount of time on social media platforms.
23

JIBS
by Elisa Baker
– Now, then and later
The story of how JIBS came to be,
and how it has changed since
those first small steps in the
1970’s, can give us students greater
understanding of why our beloved business
school looks the way it does today.
It may also give us a puzzling hint to
what the future has in mind for JIBS.
Taking its first tumbling steps in the
1970’s, JIBS was a rough diamond for
over twenty years. At this point in time,
a university-level education in Business
Administration was started in
Jönköping, in collaboration with the
University of Gothenburg. Jönköping
University College was set up as a state
university college and only two national
programmes in Business Administration
were offered to students.
It would take until the year 1992 for the
one most vital report in JIBS history to
be presented to the Swedish Minister of
Education. A Foundation Board was set
up, and they were the brains behind the
report, mainly proposing the establishment
of a business school in Jönköping
that was internationally oriented and
of the highest class, in terms of faculty,
student exchange, and curricula.
The report also stressed the lack of “a
business school in Sweden that could
contribute to the development and renewal
of higher economic education and
research in Sweden with a major profile
in entrepreneurship as well as small and
medium-sized companies”. These ideas
were presented as an alternative to the
“administrative” perspective that was
traditionally dominant in Business Administration
and Economics education
in Sweden at the time. Further coopera-
1970
994
24

tion with local and national businesses
was suggested, and the major innovation
presented in the report, that later
became implemented, was the so-called
host company programme. This meant
undergraduate students would have a
host-company to create an arena for
meetings between theory and practice.
It turned out to be a successful launch,
still in use to this day.
The coming years were characterized
by extensive work to establish and implement
the new international business
school in Jönköping. When the
first students arrived in 1994, there
was programmes in International Business,
Business Informatics, Commercial
/ Tax Law, and soon another programme
in Economics and Politics was started.
Right from the start, all programmes
had an international focus, and all students
had the opportunity to study
abroad for one or two terms - something
that is still to this day, a quite
unique characteristic for JIBS. JIBS
started to develop partnerships with
universities all over the world right
from the start, and today it has over 200
partnerships. From 2003, international
students could study an entire bachelor
programme in English, providing an
opportunity for these students to study
full-time in Sweden. Truly, this was a
significant step towards becoming a
truly international institution.
Today JIBS offer 4 bachelor degree programmes
and the civilekonom program
for Swedish speaking students. It also
offers 9 master programs in advanced
levels of education.
A great milestone in the history of JIBS
was in the year of 2015 when JIBS received
EFMD, EQUIS, and AACSB accreditation.
It was the first business
school in Sweden to achieve this.
JIBS is truly a success story, achieved
through hard work and strategic development.
What the future holds in mind
for our beloved school no one will know
for sure, but personally, I believe we can
find a hint of the future development of
JIBS by looking at the three principles
that together guide all decisions and actions
that affects every student at JIBS.
2003 2015
2012
1
25

Did you know that? …
Being “international at heart” means that
Being “international we have a at local, heart” national means and that international
we have a local, perspective national in and everything international
perspective in everything we
we do.
do.
JIBS currently has just above 2000 students, of
which about 45% are international exchange
students. Out of 113 employees, about 35% have
an international background from 17 different
countries. 85% of all program students at JIBS
spend at least one semester abroad.
Being “entrepreneurial in mind”
Being “entrepreneurial in mind” means means that we should always be curious,
that we should always be curious, resourceful, resourceful,
passionate and
passionate and capable.
capable.
One in ten students starts their own business
during their studies at JIBS. The first award ceremony
in JIBS Entrepreneurship Challenge took
place in 2012, and it is a contest for students
made possible by donations.
To be “responsible in action” expresses
our To be commitment “responsible to in be action” a role model expresses our
in our commitment field and to conduct be a role research model in and our field and
offer to education conduct research that is relevant and offer to education the surrounding
relevant community. to the surrounding
that is
community.
JIBS has signed UN’s PRME principles for greater
focus on sustainability and social responsibility
in education and research. This focus on responsible
entrepreneurship in research has given
JIBS international recognition. JIBS is ranked
in second place globally, and first in Europe, in
entrepreneurship research. It is also third place
globally, and first place in Europe in the field of
family business research.
26

27
Photo by Patrik Svedberg

y Nikola Kolev
SOCIAL MEDIA:
THE FUTURE IS NOW
A story of a giant
Ten years ago it was a social
media with just 100 million
active users. However, its
team of enterprising individuals
led by a man with a unique vision
for his product wanted to make
sure that it had a bright future. Ten
years later, this future is NOW, and
the company has passed the 2 billion
members milestone thus surpassing
even China’s population
total count. Inevitably, though,
this astonishing boom in its user
base brings some unexpected cons
quences. The question everyone
is asking now is: is the leadership
able to navigate this modern-day
Titanic in the stormy seas of today’s
society or will it eventually
bump his own iceberg?
28

Yes, I am talking about Facebook, a
name which has established itself as a
synonym for social media the same way
Google is to internet searches. However,
in contrast to Google, it had to continuously
improve and adapt to the current
conditions in order to face the fierce
competition for people’s trust. Regarding
this aspect, Zuckerberg developed
a powerful strategy based on the scale
of his company compared to the startups
its was competing with: If they are
interfering with your customer base,
buy them. For evidence, you can ask the
owners of Instagram, WhatsApp and the
65 other firms which were swallowed
fiercely by the modern-day Leviathan of
social media. Nevertheless, that is not
always the case.
When there’s another
Titan in the fight for
popularity and acquisition is
simply not an option, plan B
comes to hand: If you cannot
buy them, imitate them.
This was the strategy used when facing
the biggest threat to Facebook’s hegemony:
Twitter. The 140-character- media
had concentrated its feed on today’s
news - or possibly more correctly said –
on the reaction to them. This approach
helped them become the primary source
for the consumption of news by the
public. Back then, Facebook was still a
“face-book”: a place where people were
sharing their own “chilling-on- thebeach”
photos to gain their friends’ affection
through likes and reactions. This
concept had to be entirely revised to
meet the tastes of tomorrow. Therefore,
the news feed was engineered to highlight
news articles instead of photos and
videos. So far so good, however someone
had not considered the uniform way
of how articles appeared: it does not
matter if it is a legitimate investigative
article by an authority in media production
such as the New York Times or
a complete scam from an unidentified
source, it all looks in the same manner
on your personal feed. The problem was
that if Facebook began to edit some of
the content, it would become liable for
the latter and thus making its life extremely
complicated. But the decision
of non-interference made by the executives
had its immediate consequences: a
spreading of misleading and false information.
“Fake news”, as we tend to call
the lies nowadays, started impacting the
decision-making process for enormous
groups of people.
As a result, on a market level, it captured
the biggest profits in the advertisement
market, though on a societal level, it polarized
peoples’ opinions thus disrupting
the way our society works.
It is crucial to us, the business
executives and policy-makers
of tomorrow, to become conscious
of the extreme importance
of the issue for the future
we want for us and as well as
for our children.
29

As of now, I am confident that this
large-scale phenomenon already has
had its peak and it shocked us enough
to realize its power. I hope it functions
in the same way a vaccine does: by injecting
a harmless dose of the disease
we want to be protected in the long
run. Therefore, I hope that our societal
immune system is getting stronger,
the consumption of “fast-news” is
declining and the traditional organs
that still produce quality news content
regain its audience approval.
1
Be critical
As cliché as it may sound, the ability
to properly assess information is
critical for surviving in today’s turbulent
media environment. We are
being bombarded with so many news
pieces from all places and all sources
that many people fail to distinguish
between the ones that are there to
move our attention away from the
truly important ones.
2
Always verify
your sources
Pretty much in connection to the
previous one, behind all content,
there is someone creating it, and if
there is no name on top of it, then
you should be seriously concerned
with its credibility.
My three tips for
navigating in the
world of Social
media in 2018:
3
Keep proper
media hygiene
In other words, as harmful as fast
food is for your body, the same
goes for “fast news” for your
mind, and by removing them
from your media consumption
diet, you make yourself as well as
the people around you healthier
and, thus, happier!
30

STUDENT DEAL!
GYM CARD FROM.
299:-
/ MONTH
INCLUDES ACCESS TO ALL
NORDIC WELLNESS CLUBS*
*Nordic Wellness Exclusive and Skidome is not included in the deal.

Meet Students for
by Hannah Edgren
What is SSA?
Students for Sustainable Action (SSA)
was founded as a group in November
2016 and officially became an association
under the Student Union in January
2017.
The association’s primary purpose is
to work towards sustainable development
both at Jönköping University and
in the local community of Jönköping.
This is done by following and focusing
on the triple bottom line model of Environmental
Protection, Economic Development,
and Social Progress when
addressing current issues. SSA also aims
to be a cross-school association, having
members from all schools in the University
to create a cohesive movement
in which students can contribute the
very best of their particular discipline.
All in all, we wish to ensure that people
now and in the future, will benefit from
living in the sustainable society we can
collectively create.
Why was SSA founded?
SSA was founded by students who all
experienced a common interest in taking
action towards sustainable development
at the school. It all started with a
few students at Delta house who decided
to come together over a meal to discuss
current sustainability issues. As this
dinner event accidentally went public on
Facebook, students from other schools
at the university, with a common interest
in sustainability, decided to attend as
well. As a total of eleven people showed
up that night, and over a bowl of beetroot
soup, positions were delegated and
a board had been created.
32

Sustainable Action
What are some goals or aspirations
in which the association
wishes to achieve
both in the short and long
run?
In the long-run, we wish to have an
influence on coming generations to act
responsibly in their lives and in their
careers. We hope our actions will engage
students and faculty similarly so that
the principles of sustainability can be
lived and spread far beyond our scope.
Our final long-term goal is that associations
like SSA are no longer needed and
instead, the University, Sweden, and
the world is able to put sustainability as
their main mission to assure that humans
and animals can survive.
A short-term goal of ours is to assure
that the sexual harassment work at the
university is improved so that student
victims can receive easier access to
treatment and better overall help. We
also hope to see a successful Green Day
on May 5th so that we are able to plant
lots of trees in the world!
What are some things SSA
has been able to accomplish
so far?
During our first semester, SSA did projects
such as the Documentary club,
raising money and awareness to be part
of building a school in Tamaulipas,
Mexico, and improving the recycling
situation. At this point in time, however,
most of our effort went to writing
a business plan for a sustainable student-run
library café at the university.
Unfortunately, the university decided
to go through with a bigger and more
established chain and although this
was a disappointment, another project
evolved from this – The SSA Student
Kitchen. Here, members of SSA cater
delicious sustainable food to other associations
or events, also collaborating
with the Student Union. In addition to
The SSA Student Kitchen, we also started
our project called WakeUp where we
attempt to create a system at the campus
that reduces or removes the number
of disposable coffee cups that are
thrown away each year. This project is
still ongoing.
33

Last semester, we grew as an association
and started important projects such
as the Hands Off project that spread the
#MeToo campaign at the university. We
also did work to improve the current
system that treats sexual harassment
victims. Last semester we also went
public with our online magazine/blog
which was really exciting.
This semester we voted in a new board
and SSA has continued to perform
stronger than ever. These past months
Felicia Gustafson, President of SSA
we have organized the Student Sustainability
Summit 2018 which brought 70
students from all over Sweden to visit
Jönköping University for a 3-day conference
together with speakers, workshops,
and networking. We have also
worked together with the Student Union
on a Sustainability Policy that we hope
to get voted through during the Annual
Meeting. SSA has also been accepted
by the SDSN Network and will operate
under the North Europe delegation to
spread awareness about the 17 UN Sustainable
Development Goals.
What is it like to be a part SSA and how do
you become a member?
The SSA currently has a board with
the following positions:
President
Vice President
Treasurer
Administrator
Operations Manager
If you want to be a part of SSA you can
either apply for a position on the board
or you can join as a member. The board
meets at least once every week, the
members-only meet officially every
other week. As a member you can either
engage in projects, you can contribute
with ideas during meetings, or simply
support us through our social media or
public events. The board sits only for
one semester, so at the end of the semester,
we vote for the next semester’s
board.
Members Manager
Marketing Manager
Currently looking for a Graphic
Designer and a Journalist.
To become a member, you pay 40kr each
semester and sign a contract that confirms
that you have the right intentions
and agree with our core values. This can
be done in Rio Student Service or at the
same time as you pay your semester fee
to the Student Union.
34

Contact Information:
Upcoming Events:
FACEBOOK: Students for Sustainable Action
INSTAGRAM: students4sustainableaction
LINKEDIN: https://www.linkedin.com/companystudents-for-
sustainable-action/
EMAIL: ssastud@js.ju.se
Our newspaper that is currently on hold (but
you can find old articles there):
https://ssamagazine.wordpress.com/
Biannual Meeting will be held in May.
Here you can apply to become a board
member for Fall 2018.
April 5 th : Sustainability Hangout with
RioPlus
Late April (TBD): Clothes Swap
May 5 th : Green Day
The SSA Team
Icons made by Freepik from www.flaticon.com
35

y Rebecca Larsson
NOW IS THE TIME
TO DISCOVER
WHERE YOU LIVE
A
lot of people have travel bucket lists and they usually include,
potentially, life-changing adventures to faraway lands. Even
though there is something alluring about the far-away, there
is a lot to be said for spending quality time discovering your home
city. Summer is fast approaching, and people are starting to share
their different summer plans. I thought it would be a perfect time to
share tips for exploring Jönköping, and finding the joy and adventure
that could be found in your own backyard.
1Take a historic tour
Every other day you drive by, take
the bus or walk past this building,
statue or church. But do you actually
know the name of it or the history
behind? Jönköping, as you mayknow,
is famous for being Sweden’s
“Jerusalem”. Even if you are not
into religion nor have a deep interest
in history, I would definitely
suggest you visit the Sofia churchduring
Lucia. To experience one
of this country’s oldest traditions
in such a massive church is indeed
a cool experience. Another place
worth visiting is Tändsticksmuseet
(located next to Akademien). There
is no other product that has made
Sweden, or Jönköping, more famous
worldwide, than the safety match.
Go out and explore! Take the time to
learn about the history and secrets
of Jönköping!
36

2
Make it a date
While roaming around the streets
on my days off, there are places that
I pass by and each time I tell myself
that “one day” I’ll check them out. I
am sure that there are several places
that pop into your mind as you
are reading this. I cannot believe it
took me almost 6 months to discover
that the crepes at “Olgas Crêpes
and Gelato” are the best thing to ever
happen a pancake lover like me. Another
hidden gem is Stadsparken.
When I lived in Dalvik, I practically
lived there. Take a run, pet the lamas,
go watch a football game or play
minigolf. There are endless amounts
of activities that you can do, but it will
never happen if you do not set out a
real plan. So, open up your calendar,
set a date, and stick to it.
37

3 Go to the top!
After strolling around and exploring
the streets of Jönköping, it is time to
experience the top of it! This is another
reason for visiting Stadsparken,
you get quite a fantastic view over
Jönköping, on a good day (and with
extraordinary binoculars) rumor says
that you will be able to see all the way
to Gränna! If you live in, or close to,
Husqvarna, you can hike up Husqvarnaberget,
this is a perfect opportunity
to gather all your friends and go for
a picnic or have a barbeque! If you
wish to stay near the city centre, and
perhaps like photography, the top of
the car park in Coop Atollen is said
to have a terrific view over Munksjön
and JU. It would make a great shot if
you set the shutter on your camera
on long speed and snap a photo of the
cars driving over the bridge.
4 Hiking
Going on a hike is of course fun but
it’s also awesome for your health. It is
definitely the best way to explore the
nature of Jönköping at its surroundings.
It is a super easy and affordable
micro-adventure that you can do over
the weekend, or just for one day, to
escape the concrete buildings and
refresh yourself on Monday morning.
Jönköping has quite a few hiking trails
that you can explore. Dummemosse,
Hassafallsleden, and Hallbyleden
are all located close to the
city center. According to a 2008
University of Michigan study,
your memory performance and
attention span improve by 20%
after spending one hour out in
nature. In other words, hiking is
perfect to do during exam period!
38

5
Go see a (different)
Sports Event
Many people have “their teams” that
they cheer for and religiously follow.
But have the idea of trying out a
new sport or go see a new team ever
crossed your mind? Jönköping was
announced as “Sweden’s best city
of sports” 2017 and the same year
the local hockey team HV71 won the
Swedish Hockey League. You are not
a true Jönköping local until you have
been to a HV71 game. If you rather
soak up the sunlight, why not try one
of Jönköping’s many golf courses?
You also have the opportunity to run
through many of Jönköping’s beautiful
blocks during the Jönköping Marathon
in August. Just imagine crossing
the finish line on the Munksjö
bridge, meeting the crowd’s cheerful
joy. You’ll definitely feel like a true
Olympic champion! Be open to trying
new things and you may discover a
whole new side of your city!
39

y Sylvie Marie DellaBruna
COFFEE
BREAK
WITH
LISA
HEDVALL
Welcome to the first Coffee Break of the
year! This article is a chance to connect
with alumni of JIBS and see what
they are doing after graduating from
our wonderful school. I hope this year’s
alumni will inspire you and help you to
appreciate your education here at JIBS.
40

I
had the pleasure of sitting down with
Lisa Hedvall, 24, a Ph.D. candidate
and JIBS alumna, at Café Napoleon in
Jönköping city for a needed “fika” after
the end of a long exam-period. Having
spent the first four years of her life
in North Carolina where she was born,
Lisa’s family relocated to Sandviken,
Sweden where she grew up and graduated
high school.
Lisa made her way down to Jönköping
University when she received an admission
to Industrial Engineering and Management,
with a major in Logistics, a
bachelor program at JTH. Continuing at
Jönköping University, Lisa then entered
her one-year master’s program, Engineering
Management, at JIBS from 2015
to 2016 before deciding to continue on
to her Ph.D. studies.
When reflecting on her time at JIBS, and
asked about what courses prepared her
for her Ph.D. studies, Lisa responded;
“It was only one year, but I took entrepreneurship,
leadership, accounting and
finance, and so on. It was good to combine
engineering and economics to gain
perspective.”
Lisa also commented on some of the
most important things she learned
during her time at JIBS; “To see things
in a more generalist perspective,” because
of the specialized nature of her
engineering studies at JTH, Lisa expresses
the ability to gain a broader perspective
with a business and economics
view on how structures work in an organization.
She adds;
“And, I learned to pitch things. What,
why, and who cares about everything?
Just pitch it! Making ideas interesting
and understandable, to an audience,
quite early so that your message comes
forward.” This is a skill put to use well
when she is abroad attending conferences.
Lisa also reflects on her favorite part of
attending JIBS;
“
Just pitch it! Making
ideas interesting and
understandable, to an
audience, quite early
so that your message
comes forward.
“Culture; there were sixteen nationalities
in my master program at JIBS,
all with different perspectives on life
and culture, how they perceived different
things, and how they were raised.”
This proved to be a point we could both
connect on and talk about for many
minutes. When one walks the halls at
JIBS, it is instantly clear that you have
stepped into an international environment;
with different languages, always
in ear-shot, and maps of partner universities
all around the world posted in
the corridors.
There is one stand-out memory, however,
that stands out for Lisa came at the end of
her program at JIBS; graduation day.
41

“It was such a great experience with
the ceremony and the robes, you feel
so proud of yourself; one year goes so
fast.” A pivotal and memorable moment
marking the end of an era for a student
rising in their education.
As mentioned previously, Lisa is now a
Research student and Ph.D. candidate
working at JTH. Her field of research is
inCapacity Management, in the area of
Production Systems, which may change
to Operations and Supply Chain Management
after some organizational
changes.
“
If you are curious to
learn, don’t stop.
Either you learn it’s
not for you or you can
become an expert in
something.
Deciding to start a Ph.D. education
doesn’t seem to be common among
most students, especially not right after
finishing their master’s degree. Deciding
to do so was not always so clear to
Lisa. After debating whether or not to
move back to Norrland, it was her professor
who gave her the final push.
“I didn’t think about it from the beginning,
in the last few months of consideration
my teacher inspired me to see
that I could take different paths to what
I want to achieve in the future and the
benefits of becoming a PhD Student. I
want to do business development on
a strategic level in the future and am
working on research questions for this
level currently. I am not regretting it
now, it’s something that I really like and
I continue to learn new things; continue
to develop and am forced to push limits
and go outside my comfort zone – especially
at international conferences.”
When asked to give inspiration to those
who want to pursue higher education
and why she would recommend pursuing
a Ph.D., Lisa responded with a smile;
“If you are interested in continuing
learning, then, why shouldn’t you? It is
a great opportunity to go in depth about
something you like.”
Adding; “If you are curious to learn,
don’t stop. Either you learn it’s not for
you or you can become an expert in
something.”
Lisa will be finishing her Ph.D. studies
and residence in 2021 and would like to
work with business development at a
strategic level. After working in a larger
company for a while, she may even
consider forming her own consultant
company; helping companies with their
production systems.
As a driven student, researcher, and JIBS
alumna, Lisa is excited about the future
and has quite a bit to say about what
she thinks the future has in store for
her, and her attitude going forward into
2018.
“In general, it’s quite a busy year with
42

a lot of things – exciting things going
on. I am personally, putting together
my house, traveling, meeting a lot of
inspirational people that will impact my
coming career, and continuing to develop
myself. I feel positive, I am excited to
learn more about myself.”
Talking about the future ties into the
theme of this very issue, The Future is
Now, Lisa expresses how she feels when
hearing that phrase and thinking about
how to take hold of life while being in
the moment;
Lisa getting her Master degree at JIBS
“Spend your time wisely right now,
today. You can only be perfectly sure
about what you do today, not tomorrow,
set the stage for your future and your
career. Make sure to listen to yourself,
what you believe in, and what you feel
good about.”
Lisa was an absolute pleasure to interview
and I hope that reading about
her drive towards higher education
will inspire those who are on the fence
about deciding to continue, to give it a
try. You can find out a lot about yourself
by pushing your comfort zone and
boundaries by going for something you
may not even know you were meant to
do. Pursuing a Ph.D., let alone a master’s
degree is an opportunity to hone
in on what one is really interested in,
meet inspiring professors and mentors
in one’s field of study, and develop as
a student and person as a whole. Your
future is now, and whatever you decide
can lead you down many interesting and
inspiring paths.
43

MEET THE
Q: What do you expect for the future?
I expect the future to bring me many
failures. Luckily failing means you are
trying and in many cases, you‘ll also
find those successes.
I believe we were given two hands so
that we can pet two dogs at the same
time. Thus, I am a simple girl who just
wants two dogs for ultimate happiness.
Oona Heiska
PRESIDENT
Austra Kaše
VICE PRESIDENT -
HEAD OF EDUCATION
I expect a lot of new
adventures with (hopefully)
amazing people.
Always kind, yet fearless.
I’m always late but
worth the wait.
I am the future!
Sara Hooton
THE HEAD OF
INTERNATIONAL
Carolina Rebello
de Andrade
HEAD OF INTERNAL
Lucas Yuan
HEAD OF
MARKETING
44

JSA BOARD
I think the future looks good!
Don’t wanna say something I can’t
live up to. My necklace says
“Sic itur ad astra”
Edwin Davis
Malin Wiberg
HEAD OF
ADMINISTRATION
HEAD OF EXTERNAL
Time is now, the future is now, so why not
live in the moment. There is some truth
behind „better an oops than a what if“
Doing some bookkeeping.
Matilda Andersson
HEAD OF SOCIAL
Viktor Gustafsson
TREASURER
45

FUTURE
THOUGHTS
by Hannah Edgren
To me, the word and meaning of
“future” is a toxic yet intriguing
concept. Give it a thought. What
does the “future” mean to you? To
most, the future grasps the concept of
time, and when we speak of something
to be in the future, we often think of it as
being many years from now. According
to the Oxford dictionary, however, the
future can be considered as “a period of
time following the moment of speaking
or writing; time regarded as still
to come.” This means that as you have
proceeded to read through this text, and
as you continue, you are constantly being
exposed to your future.
Although this concept probably does
not come as any news to you, many of
us forget to reflect upon it. Instead,
we tend to go about our lives with our
dreams of future achievements and
aspirations in the lead– neglecting to
acknowledge the importance of seizing
this very moment. See, moments are
more than merely an expression of a
brief period of time. When in the hands
of the right people, they are what make
up the agents of change. It is thanks to
those who chose to act “now” rather
than later that our generation is able
to access opportunity easier than ever
before.
See, unlike previous generations, ours
has been served with a shortcut. In fact,
we are probably the first generation who
are merely a button away from being
able to design our futures the way we
aspire to. Whether it is connecting with
a potential employer on LinkedIn or
joining a movement on Facebook, it has
never been this easy to take a first step.
So why do you choose to take advantage
of your opportunities tomorrow, when
you could be doing so today?
Time has come for us to start seizing our
“now’s” – to act as agents of change.
Not only to be able to live in the future
in which we want to see ourselves, but
also to challenge existing innovations
and allow sustainable growth for the
next generations. If we all started using
our moments wisely, I am sure a grass
root movement will take off – inspiring
others to do the same. And only then can
we truly conquer the future, this very
moment.
46

NOW
47

HOW MILLENIALS ARE
SHAPING THE FUTURE
by Rebecca Larsson
48

Lazy. Impatient. Self-centered. Those are only a
fraction of all the names Millennials have been
called, names that imply a change, a difference.
These changes arise as a result of the technological
advances, globalization, and a new set of values that are
shaping the future.
We are in the middle of a generation shift where baby-boomers
(born in the 40’s and 50’s) are retiring and
are handing over the torch to the Millennials (also referred
to as Generation Y). The Millennials are people
born between 1980 and 2000 (time definitions vary).
They are a group of 77 million people around the world
and what is extra interesting about this generation,
especially the people born in the 90’s, is that they are
the first connected generation. They have grown up with
the Internet, tablets, cell phones and with that, access to
endless amounts of information. This has shaped them
in a number of ways, in the dynamics of life and the way
of thinking. As millennials are now in the ages between
18 and 38, they are making their way into the “adult
world”. They are already in the process of transforming
and changing how we look at work, the economy, personal
life, and also the way we design and behave in our
interpersonal relationships.
Technology impacts and changes the way we work.
Millennials are often misinterpreted as being lazy compared
to previous generations, but they are actually
aiming for more efficiency in their work life. As stated
in a study by Deloitte (2017), Millennials feel optimistic
about the rise of technology and believe it will bring
more opportunities than risks. 53% think it will drive
economic growth and 50% believe that technology will
boost an organization’s ability to use labor more flexibly,
which will result in more time to spend on value
added projects. Millennials believe that a process should
not take multiple steps nor take days to be approved by
different managers. Things that used to take days to
complete can now be done in just a few clicks.
49

Growing up in the digital age, Millennials are by far the
generation that spends the most time on social networking
and is considered to be the most social generation
(Pew Research Center, 2014). With the rise of social
media, starting a business has never been easier due to
the ability to „go live“ and „go global“ simultaneously
using digital platforms. Starting a business is a wish
more than half of Millennials have, and a lot of them
already have. Looking at the “Forbes 30 under 30” list,
you will find many founders, co-founders and CEOs, all
from the Millennial generation. They know that nowadays,
the only necessary tools for reaching global customers
is talent, Skype and the cloud.
Millennials are also more enlightened and educated than
previous generations. Growing up with the internet and
loads of different medias, they have, since a young age,
been informed about war, environmental destruction,
injustice and problems in the world. As a consequence
of this, Millennials are more value-driven than past
generations and reject companies that are only driven
and motivated by profit. Millennials want companies
they purchase from and work for to practice business
sustainably and behave ethically. In the future, it will be
important to not only use Corporate Social Responsibility
as a marketing strategy but also to successfully attract,
hire and retain workforce. Employees want to feel
proud of the company of which they work for.
Regardless of the opinions one might have about them,
the changes generated by the new generation that is
starting to make an appearance imply great developments
for all. Millennials are rapidly changing the
nature of our workforce with the use of technology,
globalization and philanthropic values and we can all
expect exciting times ahead.
50

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© 2016 PricewaterhouseCoopers LLP. All rights reserved.

HOW THE CONCEPT
OF WORK AND JOBS
HAVE CHANGED
by Johannes Ahlse
52

Today‘s working environment bears very little
resemblance to a few decades ago. All aspects
of work as they have traditionally been
understood are wearing thin. Social and economic
factors, as well as the tactility of work, are changing.
Global recruitment company Next Generation
along with NeoMam Studios, has released an infographic
depicting a few of these social and technological
changes that have transformed the way
we work Businesses would previously advertise job
openings in newspapers, storefront and through
networking. Nowadays, these methods have become
less prevalent and used in the same manner. For
jobs that require higher qualifications and include
more responsibility, employers often use sites such
as LinkedIn, personal recommendations and headhunting-companies.
The “previous” ways of working
and advertising are still relevant, but more so in
smaller businesses. Because the concept of work has
changed so drastically due to the technological revolution,
it would be impossible to cover all aspects
in a short article. Therefore, focus will be applied to
three aspects; working hours, working location and
company structure.
Comparing Generations
Not only are people working longer hours and earning
the same wage, but jobs requires one to always
stay connected to work. Since many are working
harder, a growing issue is of that the age of retirement
is becoming increasingly postponed. It is
expected that the minimum age for retirement in
millennials will be at around 70 to 75, and in some
cases, people will not be able to retire at all according
to Vox. The plight is well known – Americans
are at a record high student debt and historically
low wages does not paint a healthy picture for our
future potential and retirement hopes. Even though
all the data shows we will not have enough money
to retire, it does not consider that we are also said to
53

e the most driven and entrepreneurial generation.
We might be both the most educated and underemployed
generation in history, but as “millennials”
we are natural born opportunists. One thing is for
certain – retirement for us will look quite different
than it will for our parents. Our parents have had to
work their whole lives and save as much money as
possible with the hope that they will be able to stop
working at age 65+. That is when they can start taking
social security, as well as live off their 401Ks and
for the lucky few – a pension. That is many of our
parent‘s retirement plan. Most of us are not likely
going to work towards a magic day in the future
when we can golf every day and maintain our garden
“every day until you die”. To me that actually sounds
pretty boring – why would I want to “disengage” for
the rest of my life? Lower stress? Sure, I would definitely
take lower stress, but I would still like to stay
busy and have projects. I do not imagine ever just
“checking out”. How many rounds of golf can someone
play anyway?
The Digital Nomad
The research data suggests that while many jobs
in the market today did not exist 20 years ago, it is
expected that in around a decade’s time, 60% of the
jobs will be completely new compared to today and
many will not require a fixed place of work. Work is
becoming more and more nomadic in the sense that
almost anyone nowadays can work from a computer.
The relation between “work” and “nine-to-five”
is eroding. „Digital nomad“ is a term that is earning
more relevance and popularity. At its core, being
a digital nomad is about having the ability to work
using technology. These nomads tend to be entrepreneurs,
own their own business, freelance or work
as consultants. The term spans a range of industries;
programmers, coaches, translators, bloggers, and
designers just to name a few.
FREELA
IN
54

NCE
Company Structures
Another aspect of change is company‘s structures.
Traditional hierarchical structures have also given
way to a more flexible, flat system; horizontal organizations.
In other words, the level of power distance
in companies is fading. The modern organizations
are borderless organizations where networking and
collaborating is more frequent than ever. Organization‘s
are becoming for well-suited for rapid innovation
and the agile response to customer needs.
A common criticism of the modern organization is
that they are unstable. They are dynamic but rely
on constant change to grow. In short, company’s
structures are reflective of modern society. People
are becoming more liberal and power distances are
closing, thus horizontal organizations become more
frequent.
To conclude, the concept of “work” has changed
drastically over the last decade, and work as we
know it today will most likely have changed in the
same manner over the next 50 years. Before the
Internet existed, the idea of someone making a living
from a computer was probably ridiculed. Look at
where we are today, people can work from one country
and have a business in another that sources their
product in a third country. That is kind of amazing.
It is impossible to foresee where “work” will take
us next. All we know is that we adapt, and work will
adapt alongside us.
HORIZONTAL ORGANIZATIONS
NOVATION
55
TECHNOLOGY
IGITAL NOMAD

y Elisa Baker
YOU HAVE HEARD
IT BEFORE...
56

…That everything we do has an impact our
environment in some way. The food we eat, the
clothes we wear and the cars we drive. Everything
that is produced has an effect on forests,
seas, freshwater, land, air, animals and plants.
The more we produce and consume, the more
it affects the environment around us.
As a student, I often find myself in guilt over
not being able to consume all organic, recycled,
biodynamic ’saving-the- world-superhero-
stuff’. It is simply not possible on a
student budget.
For many people, it is impossible even on a
”working class” budget. We must realize that
everyone cannot to everything, however, everyone
can do something. We should all strive
to do our best with regards to reducing our
carbonfootprint. Doing nothing, and thereby
continuing as we always have, will be the easier
path to walk down. The easier option will
however likely lead to an internal conflict on
whether we are ensuring a safe future for our
children, generations after us need forests to
walk in, fresh air to breath and clean oceans to
swim in during the summer.
In order to highlight some of the things you
can do, we have constructed a list to help you
get started! Try not to be discouraged or overwhelmed
by the long list. The truth is that reducing
our carbon footprint starts with making
small changes to our lifestyles, and even doing
a fewof these can radically help the movement.
57

- Recycle. Always, and everything.
- Leave out soda and bottled water and
rather invest in a reusable water bottle.
- Run your washing machines only
when full – this applies to washing machines
as well as dishwashers.
- Aim to never throw away food. Get
creative with your cooking! Pies, soups,
pots… options are many. Name one
thing that is not good to throw in a pasta
dish!?
- When you renew your newspaper subscriptions,
choose a PDF format rather
than a paper magazine.
- Air-dry your laundry when possible.
- Do you have a car? Challenge yourself
and see how many trips you can do by
foot, bike or public transport. You will
most likely also cut your gas costs!
- Eat more vegetarian and vegan food.
Both pancakes and falafel rolls are lacto-ovo-vegetarian.
Awesome, right!?
- If you choose to consume meat,
choose carefully. Try to buy organic and
local produce as far as possible. Fish and
game, however, have the lowest environmental
impact.
- Challenge yourself to buy at least three
organic items every time you are in the
grocery store.
- When you shop for clothing, furniture
and interior: invest in good quality materials.
Choose things you really like and
want to keep for a long time.
- Stop impulse shopping. Before buying
something, you can always ask yourself
if you really need the item. You might be
able to borrow it from a friend or find it
second hand.
58

- The reusable fabric bag is your best
friend! Also buy thinner waste bags for
your household waste.
- Replace skin and hair care products as
well as make-up with natural and organic
alternatives ... but use what you
already have first!
- Replace your cleaning materials for
environmentally friendly ones. Why not
ask your grandma how to use lemon,
vinegar and old-fashioned soap?
- Buy groceries that are in season.
Cheaper, better and lower climate impact.
Win-win!
- Review your invested money. FairFinanceGuide
will help you invest sustainably!
- Change to a better electricity provider
and invest in solar-, wind- and water
energy.
- Join or donate to environmental organizations.
- Grow herbs and vegetables on your
balcony or in your garden. Your air improves
and you’ll most likely save some
money!
- Do not print things unnecessarily.
- Decline paper advertising and magazines!
- Give to charity (for example Unicef) as
a gift to the friend who already ‘has everything’
or to the host / hostess instead
of flowers.
- Do a thorough clean-out of your home
and sell or donate items you are not
using. This increases the possibility of
someone else buying them rather than
new products.
Logo vector created by Ajipebriana - Freepik.com
59

OPINION |
THE FUTURE OF
GOVERNANCE AND
by Nikola Kolev
From Trudeau’s funny socks in
Davos to Trump’s less-than-
140-words executive orders: politicians
are closer to us than ever. Once
standing in power just like Greek gods
on the Mount Olympus, they had to go
down to the people to accommodate
themselves in a technology-led era.
However, harmless that may sound,
it looks more like a deviation to some
darker times than an evolution to a
brighter future. As students, our role is
to be aware of the processes that involve
us and, as one of you, I will try to help
you find your way during these stormy
times.
In its core, things remain the same:
politicians’ aspire to gain the people’s
affection by connecting with them on
both reasonable and emotional level.
However, technology is disrupting the
ways this task is being achieved. Since
discussions moved from the streets to
social media’s feeds, the way to approach
voters had to accommodate this
change. Because of the huge heterogeneity
of people’s needs, tastes, fears etc.
it used to be hard for a politician to correctly
discriminate individuals on personal
traits. However, the future is now,
and through the modern-day communication
channels, it is becoming increasingly
easier to make people divide
themselves into groups with similar
preferences. As consumers, each of us is
eager to share personal data in exchange
for the provision of a product or service.
The more the data, the more accurate
the suggestions, the higher the profit in
terms of money, number of votes and so
on.
“
Even more, it is a threat
to democracy in its core.
Recently, this model’s foundations were
shaken by the already well-known data
breach suffered by Facebook and the
60

OUR PLACE IN IT
backlash which followed the revelations.
Even though personal data of more than
five times the amount of Sweden’s population
was used by a third-party firm,
the case is not that important as the
long-awaited discussion about democracy
that it triggered. Since then, lots
of people became conscious that algorithms
with unknown functioning are
utilized to impact their personal choices.
While this might be advantageous in
buying the most suitable pair of jeans, in
the decision-making process of political
representation, it is unacceptable. Even
more, it is a threat to democracy in its
core. However, what makes me optimistic
is people’s arduous response to the
attack on their freedom of choice.
“
Technological revolution
is in fact a political
revolution.
– Emmanuel Macron
61

The #deletefacebook movement grew
enormously and led to huge losses for
the giant in the social media world thus
triggering reforms in the way personal
information is treated.
Another strong evidence for the direction
in which the way of governance
evolves is the recent statement by the
president of France himself. Coming
in very convenient time, in my opinion,
Macron’s words establish AI as an
essential part of the political process
in the close future. An investment of
1.5 billion euros speaks for itself about
the importance of technological development
for the young politician. His
extensive interview for Wired can be
easily summarized by his own words:
“Technological revolution is, in fact, a
political revolution”. Therefore, to keep
his political power in this era, it is necessary
to get on the wave of artificial
intelligence development. Nevertheless,
what will determine us as society is to
what extent ethical considerations remain
in the decision-making process. I
cannot agree more with France’s head
of state that we must remain true to our
values and be intransigent to unethical
use of our personal data. That is the only
way to find our way in the informational
storm that is surrounding us.
“
International at heart.
Entrepreneurial in mind.
Responsible in action.
(Politically.)
In this sense, I find JIBS&’ core values
extremely relevant to the future of governance
as I hope it would be. In order
to benefit from global cooperation in
technological advance, it is essential
political executives to remain “international
at heart”. To remain at the edge
of progress, being “entrepreneurial
in mind” is needed and an innovative
leader like Macron is aware of that. And
about our ethical stance regarding our
development as a society, “responsible
in action” must be the ground rule for
the leaders of tomorrow. Therefore, as
aspiring leaders and proud JIBSers, we
must be keen to the values we are educated
in and continue promoting them
in future.
62

Gap Years -
Helpful or Hurtful?
by Annie Johnson
63

For many students at JIBS, graduation
is just a minute away. The
opportunities are endless, but the
incertitude may be draining. Will there
be available jobs? If not, will there be
any internships? Any exciting trainee-programs
that may land you your
dream job? For the rest of us, graduation
may be perceived so far away that
it is impossible to even imagine it will
eventually be our turn to be dressed in a
cap and gown. No matter where you are
in your studies, you might have noticed
that you are dreaming of some time
away from school – to take a gap year.
This is a “period of time during which
a student takes a break from studying”,
often thought of as a happening
between high school and university.
However, it can also work as a motivator
during university studies.
Figures and Facts
Taking a gap year is common among
students in various countries. It is difficult
to give an exact number of how
many people make this decision, but
the American Gap Year Association have
experienced a 294 per cent increase in
attendance at their gap year fair since
2010. In addition, a study made by SCB*
claim that six out of ten students at high
school in Sweden say that they want
to continue their studies at university
within three years, but only a total of
four out of ten manages to succeed with
this ambition. One thing is clear: the demand
for gap years is increasing rapidly.
For some, gap years means working
long hours to earn just enough money
to make reality of a dream vacation with
friends. For others, it is time well needed
to figure out what to do in life. Nonetheless
the reason, it is debatable if gap
years are generally beneficial or if they
can have a negative impact on future
opportunities career-wise.
Benefits of the Gap Year
The benefits of taking a gap year are to
be found in articles and blogs all over
the internet. The majority of those who
take one or more gap years are longing
to travel the world, experience other
cultures and learn new languages. These
experiences are likely to have an impact
on future academic- and career choices.
A study with more than 900 participants
conducted in Sydney, Australia, proves
that taking a year away from studies
functions as a motivating factor, as well
as boosts the performance during the
first semester at university. As a matter
of fact, economic researchers found that
students in the United Kingdom and
United States who had taken a gap year
were more likely to graduate from the
university with a higher average grade
than those who had not.
64

One stunning example on how gap years
can positively affect the future is Kate
Wheatcroft. She is to be found on Forbe’s
“Top 30 Under 30” list in the Food
and Wine category, with her Bien Cuit
bakery located in New York. Wheatcroft
has been able to make use of the knowledge
and skills she acquired during her
year off when she worked on a farm
and in political organizing. This proves
that the right mindset towards a wellplanned
gap year-experience, can lead
to extraordinary accomplishments.
Some Precaution
However, there are a few factors to bring
into consideration before taking your
year off. Unless your gap year is wellplanned,
the risk is that it will eventually
turn out to be time wasted. Instead
of feeling motivated to work hard after
a year off, the risk is to experience the
opposite: the feeling of falling behind.
Luckily, there are plenty of organizations
to help you if you find it difficult
to make the plans yourself. Although it
is rather unfortunate that these organizations
are also aware of the rising
demand. As of how the society that we
live in today generally work, the rising
demand automatically lead to a higher
price tag. This means, receiving professional
help to plan and organize your
gap year usually requires you to be able
to pay for the service.
It’s Up To You!
Taking a gap year can function as guidance
surrounding what to do in life, help
you determine if you made the right
choice of studies, or realize what you
truly value. If you manage to plan and go
through with the gap year successfully,
it will most likely be an adventurous
year with new experiences, friends and
lessons for life. However, if you are anything
like me, with three gap years on
my back and unable to afford doing the
unpaid internship in Argentina you have
dreamed of, but still willing to strive for
adventures, you will have to be patient
and creative.
I would recommend you to read “Now is the time to explore where you
live (page number)” to find inspiration on how to create your own adventure
in this beloved metropole and region.
SCB
* Statistiska Centralbyrån
65

WHAT TO DO AFTER
GRADUATING?
Now is the time to think about your future
by Beata Edlund
Graduating, the word so many
young adults associate with freedom.
But is it really freedom that
derives when you graduate? Or is it more
of an unknown future filled with responsibilities
and tough life questions?
There is no doubt that there are a lot of
options after you graduate, whether it
be from high school or from the university.
Depending on your culture, country
of origin, or what institution you are
graduating from, there are different
norms on what people actually do after
they take their final exam. In Sweden,
traveling for one year after graduating
from high school is normal and very
common. According to the Swedish
Agency for Higher Education, in 2013, a
total of 69 percent took a gap year between
high school and university. Where
in the USA only 2,2 percent of the class
of 2015 took a gap year before continuing
their studies (Quartz, 2016). Not one
option is best for everyone, but having
multiple options can make the process
of graduation easier.
Filippa Edlund is 19 years old, completing
her last year in high school, and will
66

“
be graduating in June. I wanted to know
her feelings and hear her opinions about
graduating and what she thinks she will
do next.
one day I feel more excited about graduating than ever and
the next day I have never been more nervous, but overall I am
excited about this fresh start.
Her feelings regarding graduation seem
to be mixed, “one day I feel more excited
about graduating than ever and the
next day I have never been more nervous,
but overall I am excited about this
fresh start”.
Having plans after a graduation is of
great importance, making it easier for
one to find directive. Filippa’s plan after
high school is to work at the worldwide
design company Bolon; working six
weeks in the customer service sector.
her why just Asia, she responded that,
because so many from Sweden are going
there, it inspired her and her friends
to go there to discover the beautiful
beaches and surrounding places. ”I am
a very passionate traveller, this is only
one of many trips I would like to do”.
After exploring Asia, Filippa would like
to go back to school, more precisely law
school in Lund.
Graduating gives a fresh start, but it also
pushes one into a more complex world,
filled with responsibilities, complex
situations, and hard decisions. However,
maybe we need to make the wrong decisions
first to be able to make the right
ones later.
“
I am nervous because it is a new
job with high expectations, but
since I had my internship there
last fall I feel confident working
there, in fact, I feel honored.
In the coming fall, she has applied for
a full-time job at ICA Maxi where she
wants to work for a few months and
save up money for a trip to Asia. I asked
Filippa’s dream scenario after graduating
is to get a job, save money and travel,
but what is topping the list is to go to
law school and move in with her boyfriend.
Later in life, she wants to work
as a district attorney and help victims of
sexual assaults, which she feels strongly
about.
I also interviewed a former exchange
student at Jönköping University. Govert
Looije from the Netherlands, he is 21
67

FREEDOM?
years old and spent six months at JIBS.
His graduation from university depends
on how it goes with his final exams, but
he hopes to be done mid-June. “I am
very excited to graduate but also for further
studies after graduation”.
After graduation, his plan is to take extra
courses and then continue with his
studies, “My first choice is intermediate
financial accounting, and second, intermediate
management accounting.”
When asked about how difficult he
thought graduation is as a step in one’s
life he responded, “To be honest I do
not think that there are any hard parts
regarding graduation.” Govert’s opinion
about graduating may be different from
many others and shows multiple perspectives
on this phase in life.
His dream scenario after graduating
is to finish his Master Accountancy as
soon as possible and after do a second
Master abroad.
This shows two totally different perspectives
on what to do after you graduate
either from high school or from a
university. There is no right and wrong,
and as long as you have the motivation
to start school right away that could
be the best choice for you. However, if
one’s motivation is to take a year or two
off, that is okay as well. Whatever you do
it is important to do something that you
feel good about at the end of the day, it
is your future - take it.
68

WORDS FROM
THE PRESIDENT
I
remember as a child I often thought
about what my future would look like.
At approximately 5 years old, I wanted
to be the president of Finland. Later on,
towards my early teenage years, I wanted
to make a difference in the world, maybe
even save it. Eventually I got interested in
the business world
and wanted to strive
towards becoming
a CEO of a multinational
company. I
started looking into
business schools
around Europe
and found one in
Jönköping. Thus, I
applied to JIBS and
got accepted.
In this way, the theme of this number,
“Future is now”, hits home quite well for
me. The future I have so long dreamt about
is already happening. Not fully, but quite a
bit of the future I imagined in my childhood
is happening right now. I have new dreams
for the future, but at the same time have
already reached so
much. This is probably
true to many students,
there is quite a lot that
has changed since our
childhood. Maybe the
future is different than
what you might have
thought about 10 years
ago, but hopefully still
something that you
can be proud of.
Now the future I
have been imagining
my childhood is
happening. I might
not be the president
of Finland but made
it to be the president
of JSA. I might not be saving the whole
world but trying my best to work for the
students that elected me for my position. In
some way, I hope I am making a difference.
I am not (yet) the CEO of a company but I
have had the privilege to lead a large student
association (JSA), where I get to take
my studies into practice.
Soon it is time for me
to step down from my
position as President
of JSA. That feels as a
future a little sad and
scary. However, being
involved has given me
so much. It has to be the greatest part of my
work, learning something new every day. I
feel like I am ready to face the new and unknown
and leave the association in the next
President’s capable hands. I hope whoever
it is, has a great time creating the future of
this great association.
69

WORDS FROM THE
JIBS ALUMNI ASSOCIATION
Dear students & alumni, The news
has just reached us, JIBS
managed to extend its EQ-
UIS accreditation for another five years
and thereby establishes its position as
a top European Business School. This
is a respected acknowledgement that
JIBS master a high quality in both education
and research. We all have our
pride in this success. Students for
your tremendous endurance, curiosity
and willingness to learn and be a
part of the development of the entire
Jönköping University. For the alumni,
a stronger and more competitive
JIBS enhances your position in the job
market, alumni are the prolonged JIBS
experience and now you have reasons
to be even prouder of your university.
Congratulations to us all and especially
to the Dean Jerker Moodysson and his
team for their excellent work in making
JIBS a world class business school.
The JIBS Alumni Association, JAA,
strives for being an active and visiblenetwork,
providing membership value
through inspiring activities to fostery
our social, professional and personal
goals. For me, being a JIBS Alumni
means that wherever in the world you
are, your alumni association should
always be present, either at your local
residence or most likely via our online
media channels. We have come a long
way, but still there is a lot of things to
work with and we want you to be a part
in this development.
The board of JIBS Alumni is recruiting
new board members. If you want to take
part and help us develop the Alumni
Network, apply today. Students graduating
in June 2018 are also welcome
to apply, as are exchange students who
have completed at least one semester at
JIBS and thereby qualified members of
the network. In the following pages you
will be able to read about our open applications.
If you still haven’t joined us,
read more and sign up at our webpage
www.jibsalumni.com.
The famous African proverb says; “If
you want to go fast, go alone. If you
want to go far, go together.” We can do
so much more together; the sky is the
limit. Take action and get the chance to
shape your alumni network, your influence
is vital for the continuity of JIBS
Alumni Association.
Sincerely,
Mikael Klaar
President & Chairman of the board JIBS
Alumni Association
70

VACANT BOARD POSITION:
Board member
JIBS Alumni Association (JAA) provides JIBS graduates with a professional
networkconnecting over 6,000 alumni and fellow exchange students around the
world. JAA is an independent organization with its own strategies and targets, with
a close collaboration with JIBS. Together we are making JIBS Alumni the best alumni
network in Northern Europe.
Our mission is to support JIBS Alumni in achieving professional success and we believe
that having a strong, international network plays an integral part in this process. By collectively
building a global network of successful professionals, united by the JIBS experience,
we inspire and support each other in achieving our personal goals.
We envision a dynamic, diverse and international network of JIBS graduates, who challenge
and support each other. Throughout a variety of activities happening all the time
we stay connected around the globe. We are a solid association to rely on by all our stakeholders,
keeping the JIBS spirit thriving.
JAA is entering an exciting phase with developing the entire organization and meeting
new criteria’s. The following years will focus on:
International expansion of the alumni network
A growing network of JIBS alumni
Developing the digital communication
Diversifying membership value to meet members expectations
Increase collaborations with JAA stakeholders
Role description
As a board member, you will experience the unique opportunity to continue
strengthening the alumni organization. You will discuss and take action in areas
such as strategy, finance, event planning and executing, project management, communication,
network development etc.
The board acts as a spokes body for the network on alumni matters, making strategicdecisions
as well as executing operational tasks. High strategic decisions will
be made at the board level. Responsibilities will not be overly demanding, and it is
expected to devote on average about 2-4 hours per week. The current board is a dynamic
group and is further introduced at www.jibsalumni.com.
71

Board member
Serve as a Board member of the JAA board
Serve as a representative of the JAA at events and JAA functions
Participating in board meetings (five per year)
Participate in alumni events, whenever possible
Collaboration with Alumni Relations Office at JIBS
Collaboration with External stakeholders
Relevant qualifications include
Minimum Bachelor degree from JIBS (Graduates can apply)
Driven, self-going and solution oriented
Strong communication and presentation skills, both oral and written
Pragmatic and business-oriented
Good knowledge in MS Excel and PowerPoint
Fluent in English
Location
Not specified. Conference calls are applicable.
Travel to Stockholm and Jönköping in Sweden might be needed.
Travel expenses are compensated.
Entry
May 2018
After the nomination and election at the Annual General Meeting
Application deadline
29th of April, 2018
Send your CV and cover letter to election@jibsalumni.com
We encourage female applicants and alumni residing outside of Sweden.
For further information, please contact:
Julius Chang, President of Election Committee at election@jibsalumni.com
Mikael Klaar, President of JAA at info@jibsalumni.com or +46 (0)73 545 15 40
72

VACANT BOARD POSITION:
Board member with responsibility of Marketing & Communication
JIBS Alumni Association (JAA) provides JIBS graduates with a professional
network connecting over 6,000 alumni and fellow exchange students around the
world. JAA is an independent organization with its own strategies and targets, with
a close collaboration with JIBS. Together we are making JIBS Alumni the best alumni
network in Northern Europe.
Our mission is to support JIBS Alumni in achieving professional success and we believe
that having a strong, international network plays an integral part in this process. By collectively
building a global network of successful professionals, united by the JIBS experience,
we inspire and support each other in achieving our personal goals.
We envision a dynamic, diverse and international network of JIBS graduates, who challenge
and support each other. Throughout a variety of activities happening all the time
we stay connected around the globe. We are a solid association to rely on by all our stakeholders,
keeping the JIBS spirit thriving.
JAA is entering an exciting phase with developing the entire organization and meeting
new criteria’s. The following years will focus on:
International expansion of the alumni network
A growing network of JIBS alumni
Developing the digital communication
Diversifying membership value to meet members expectations
Increase collaborations with JAA stakeholders
Marketing and communication is vital for the organization and is considered in all
aspects of the strategic and operational framework. The person(s) responsible has
an important role by securing that the long-term marketing and communication
strategy is fulfilled and being accurate in executing tasks such as email send outs,
brand awareness and communicating with stakeholders.
Role description
As a board member, you will experience the unique opportunity to continue
strengthening the alumni organization. The board member responsible for communication
will devote the main time and resources to communication, but of course
also take part in every other board decision.
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The board acts as a spokes body for the network on alumni matters, making strategic
decisions as well as executing operational tasks. High strategic decisions will
be made at the board level. Responsibilities will not be overly demanding, and it is
expected to devote on average about 2-4 hours per week.
The current board is a dynamic group and is further introduced at
www.jibsalumni.com.
Responsible for:
• Strategic and operational work regarding JAA’s communications; internal as well as external
• Create and ensure brand communication and awareness, in line with JAA guidelines
• Supervising the management of the association’s alumni database and web-platform
• Develop and/or maintain strategic platform communications
• Preparing and developing standard operating procedures (SOP) such as send outs and campaigns.
• Create strong, ongoing client relationships, becoming their trusted partner and advisor on communication
issues
Board member
Serve as a Board member of the JAA board
Serve as a representative of the JAA at events and JAA functions
Participating in board meetings (five per year)
Participate in alumni events, whenever possible
Collaboration with Alumni Relations Office at JIBS
Collaboration with External stakeholders
Relevant qualifications include
Minimum Bachelor degree from JIBS
Minimum 1 years of work experience
A high level of interest working with marketing and communication
Work experience of marketing and communication is an advantage
Driven, self-going and solution oriented
Strong communication and presentation skills, both oral and written
Pragmatic and business-oriented
Good knowledge in MS Excel and PowerPoint
Fluent in English
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Location
Not specified. Conference calls are applicable.
Travel to Stockholm and Jönköping in Sweden might be needed.
Travel expenses are compensated.
Entry
May 2018
After the nomination and election at the Annual General Meeting
Application deadline
29th of April, 2018
Send your CV and cover letter to election@jibsalumni.com
We encourage female applicants and alumni residing outside of Sweden.
For further information, please contact:
Julius Chang, President of Election Committee at election@jibsalumni.com
Mikael Klaar, President of JAA at info@jibsalumni.com or +46 (0)73 545 15 40
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