What is your academic background and what did you do before you started teaching at Lund University?

Prior to joining the Department of Strategic Communication in 2013, I worked as a lecturer at Essex Business School (University of Essex, UK) and before that I received my PhD degree from the Department of Business Administration, Lund School of Economics and Management (Lund University) with a specialization in international marketing.

What trends do you see in strategic communication?

I think we will see a growing focus on how strategic communication practices can be used to contribute to momentous challenges of environmental and social justice to help make the world a safer place. This focus is reflected in the acceleration of purpose-driven communications to show leadership and relevance in coping with these challenges. Organisations are expected to take a stand on issues such as sustainability, human rights, and transparency.

What would the students be surprised to find out about you?

I have a long-standing interest in modern Chinese language. Between 1997 and 2002 I studied Chinese at Lund University and Capital Normal University in Beijing. I conducted fieldwork for my doctoral thesis in Shanghai and have also taught at the Nordic Centre in Shanghai.

What is one of your hidden talents?

I practice all kinds of winter sports like cross-country skiing, alpine skiing, ice swimming, and long-distance skating.

If you won the lottery and decided to give up teaching and research, what would you do instead?

I would continue to write in another capacity. Work gives my life a purpose and meaning and I would not want to give that up for all the money in the world.