Anette Johansson

Business Administration

Who are you and where are you from?

I am a doctoral candidate in business administration at the department of Marketing and Logistics and I am a member of the Media Management and Transformation centre — MMTC, which is an interdisciplinary research centre focusing on the media industry. I am curious by nature but I have my feet firmly placed on the ground, the Mid Swedish ground (Östergötland). I grew up in a Norrköping suburb but moved to Jönköping in 1996 to study at JIBS.

How did you decide to become a doctoral student? And why did you decide to do it at JIBS?

After I finished my Master´s degree at JIBS I worked in several different companies, always with a focus on marketing. For instance as Head of Branding for fast moving consumer goods and as project leader in sales and marketing for a manufacturing company. It often struck me that the demands on efficiency diminished any time for contemplation.

Quick decisions were prioritized before reflections and short-term decisions before long time planning. I craved more time to think. Somewhere in this fast moving swirl my desire to do research was born.

My positive view on JIBS as an attractive employer in the region was a determining factor in my decision to become a doctoral student. I probably would not have started this journey otherwise.

What are your main research interests?

I am interested in business development in continuously evolving and changing areas. More specifically I am doing research on how Swedish magazine publishing companies are addressing the changes going on in the media industry due to the digital development. My theoretical focus is border lining on decision-making, innovation and entrepreneurship.

What is the best thing with working at JIBS?

JIBS is a rather young organization and there are many possibilities to take an active part in JIBS´ development.  I like that we have an open climate for discussions and a friendly and inviting atmosphere. The fact that our faculty is so international also contributes to a fun and rewarding work climate.