With a pedagogical approach in which practical tasks play a large role, this instructor stands out from the crowd. He strives to include both role-play and argumentation techniques in his instruction, and among the students this instructor is known for his famous cases. By placing high demands and exerting himself to create realistic situations in the classroom, this instructor contributes to a developmental climate that the students strongly appreciate. LundaEkonomerna sees him as a bridge between the business world and academia, where he works as both a consultant and a docent in brand strategy. There is no doubt for us that this instructor is an engaged, innovative, and skilful teacher who brims with enthusiasm for interaction with his students.