Ulf spends his time in two different spheres or worlds: he is both a researcher/lecturer and a consultant. In some cases what he teaches/researches is also what he consults on – but not always. He has worked with research in the general area of marketing for the last 30 years and is – since autumn 2006 – Professor in Marketing at the Department of Business Administration, Lund University, Sweden. His main research and teaching areas are (international) retailing, consumer behaviour, business development, customer orientation and branding.
Ulf celebrated his 50th birthday some years ago (closer to turning 60 by now.. ), is happily married and father to cherished daughter Rebecca who studies Japanese in Lund. The house is full of pets, the biggest ones being Zoe and Izzie, mother and daughter Rhodesian ridgebacks who test his arm strength and stamina during long walks, and also a furry tailless cat, sweet Tess. Trying to find some characteristic traits, one could say that he is fairly social and possesses a good deal of empathy, but is also result-oriented and definitely not a routine, detail or nitty gritty person (if he may say so himself). In MBTI terms, his character is defined by INTJ, with the J being the only strong character.
Madeleine has also a background in the academia (BA in Economic History) and has for the last 10+ years worked with economic demographic research and administration at the School of Economics and Management at Lund University. She has a longstanding interest in the interaction of demographic and economic factors in society and also cultivates a keen interest in linguistics and history, and is certified in MBTI step I & II. Madeleine is the one scouting London (mostly by bike as it is the best and quickest way to get around…) for exciting and interesting new places to visit and is both proud and ashamed of admitting to knowing London better than her own home town when it comes to shopping, eating and drinking experiences.