The challenge of Per Welinder, Svensk Elitfotboll

Challenge: A joint IT and business platform for the Allsvenskan and Superettan Leagues

Per Welinder from Svensk Elitfotboll was a case owner in the Business Intelligence module. He and his classmates from the Executive MBA Class of 2016 took on the challenge to develop a joint IT and business platform for Allsvenskan and Superettan. No league has ever done this before. .

The Business Intelligence three-day residency session is part of the first stage of the Executive MBA program. It focuses on organizational and individual processes and methods for understanding relevant business development in your industry. “It is an exciting area and something that you perhaps don’t work on very much on a daily basis,” says Per Welinder of Svensk Elitfotboll. You do your SWOT analyses, but they don’t give you the tools to look further ahead. This was a good introduction into how to incorporate future analyses into your business on more of an ongoing basis, and we now have the tools to help make sense of things. One thing I learned which really hit home with me is a model by Kairos Future called TAIDA (Tracking, Analysing, Imaging, Deciding, Acting). It is an effective way to structure and sort trends that could affect you in many ways, and it also creates scenarios to prepare you for what could happen in the future – very interesting!”

Per was a case owner in the module, which means he brought with him a cutting-edge case to present and work on with his classmates. The case is based on a challenge Per is currently facing in his position with Svensk Elitfotboll where he is in the process of developing a joint IT and business platform for Allsvenskan and Superettan. The assignment is totally unique and no league has ever done this before. “First, we will install Wi-Fi at all the arenas and bring in Lundalogik’s Lime Pro CRM system on top of that. This will enable us to provide a higher level of service at all the arenas in the future and it will give us the tools to provide customers with more efficient and personal service. We are bringing football into the 21st century and beyond. No other league has ever done anything similar, so the project is being followed closely by all the major European leagues. As a case owner, I received valuable information about how outsiders perceive the project and the challenges we face. I was also forced to formulate a strategy in a significantly simpler way and this also made it sharper. As a whole, it was extremely valuable for me to delve into the project in this way.”

After 20 years of intense work, Per decided to take the Executive MBA to load up on new energy and new knowledge, thus investing in himself. “Even though I have held several different types of managerial positions over the past 15 years or so, I have never been educated in management. New knowledge gives you new energy – it’s as simple as that. The Executive MBA gave me the opportunity to hone my management skills while simultaneously getting a crash course in everything involved in running a business. I never thought I would say this, but it turns out that even bookkeeping is fun – how odd!”

Executive MBA – Class of 2017 starts September 14, 2015.



What do you do in your free time?
I coach the future football stars of Bjärreds IF. I am the club’s youth coordinator and I am also in the penultimate stage of coach training toward getting a UEFA A License. I have always enjoyed volunteering in various ways. When I was a student, I was involved in starting student TV, kicked off student organization activities and was in Lundaspexarna. Now I am passionate about youth development. I think it is important to have these sorts of interests to combine with your career. It feels good to be active in many contexts and gain impressions from different environments and people.

Is Sweden going to UEFA Euro 2016?
I need to run a little business intelligence to give you a good answer to that question, but since I am a Zlatan fan and this would appear to be his final championship run, my answer is – yes!