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Suitable for business 1

annual report 2012

I was very impressed by the participants. It is not everyday I see so much talent!


Stig Kirk Ørskov

Executive Vice President, COO JP/Politikens Hus, Jury at Suitable for Business 2012

Stig had following contacted some of the participants

This Annual Report is made in cooperation between the Steering Committee, Organizing Committees, and the Board. Contact details: hello@suitableforbusiness CVR NR: 33319592

Content Introduction 1.1 A note from the Founding Fathers 1.2 A note from Steering Committee 1.3 About Suitable for Business

P.4 P. 5 P. 6 P. 8

Suitable for Business 2012 2.1 Introduction to Suitable for Business 2012

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3.1 3.2 3.2 3.3 3.4 3.5

The Conference: Celebrating Knowledge Keynote Speaker #1 Henry Etzkowitz (Stanford University) Panel Debate: How to Create Value? Gaming Night Keynote Speaker #2: Francesco Avvisati (OECD) Inspirational Stories Pitch & Discussion: The White Paper

P.12 P. 13 P. 14 P. 16 P. 18 P. 19 P. 20

4.1 4.2 4.3 4.4 4.5 4.6

The Case Competition: Evoking Action About the Case Competition Summary of the Case: Pumpehuset The Jury The Case Participants The Winners Testimonials from the Case Participants

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5.1 5.2 5.3 5.4

Extra Activities The Human Turn Innovation Battle Visit to Bergen Awareness Activities

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The Organisation 6.1 The Organisers of Suitable for Business 6.2 The Board 6.3 Testimonials from Organisers

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Support 7.1 Our Sponsors & Partners 7.2 Our Representatives 7.3 Helping Hands, Ambassadors & Team Hosts

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The Future Direction of Suitable for Business 8.1 The Future

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Financials 9.1 Financial Statement 2011/2012 9.2 Accounting Practice 9.3 Income Statement

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Introduction 4


A Note from the Foundig Fathers

With Suitable for Business, we wanted to demonstrate how we actively can use our education. We will continue proving that business and humanities are interrelated by nature and hence fully capable of creating shared value. Throughout the conference in 2011, we illustrated and discussed how the humanities and social sciences contributed to the modern business world. By articulating and challenging the basic conceptions of existing business practices, we sincerely believe that we can develop and inspire new ways of doing business. One of the many reasons for starting Suitable for Business was our experience that many students from the humanities and social sciences do not know much about the realities of business. In fact, some people even have a string bias toward business and think that the only mode of business is to capitalize on people and natural resources. We wanted to encourage these students to confront their prejudices and engage in modern business practices, a sphere that is more complex and nuanced than might appear – think, for instance, about the increased focus on corporate social responsibility. In light of this we created Suitable for Business, a platform where these questions and concerns can unfold through an open and intelligent debate. As the next generation of academics, customers, citizens, and businessmen, we want to positively influence the affairs of the world. We have continued this work through the Board of Directors to push on these issues by celebrating knowledge and evoking action! In other words, we keep demonstrating that we are suitable.

Matias Søndergaard & Kenneth Salomonsen Vice-Chairman




A Note from the Steering Committee

Suitable for Business 2012 managed to bring together students, business and academia through a visionary conference and vigorous Case Competition. With Suitable for Business 2012 we called for greater attention to the potential of integrating students of social science and humanities’ competencies more advantageously in the business community. We are therefore thrilled to present our accomplishments in this year’s Annual Report, and we would like to highlight some of the key successes from Suitable for Business 2012:


A Greater Outreach & Interaction: • More than 400 students, academics and business professionals attended the Conference and Case Competition. • 40 diverse students participated in our Case Competition and represented the big universities in Scandinavia. We have received appreciative response from case participants, who have grown and expanded their career horizon by participating. • The case company, the concert venue Pumpehuset, has expressed its gratitude with the solutions provided at the Finals and have had several follow-up meetings with the winning team. • Additionally the case participants have received feedback on their solutions from the judges. In summary we have Throughout Suitable for Business 2012 facilitated direct contact between students, academia and business professionals – contacts which have evolved into an ongoing dialogue and changed mindsets. Increased Awareness: • We more than doubled our support in social media going from approx. 400 likes to 1020 likes on Facebook. • We managed to raise our agenda twice in the national media and appeared several times in the Danish, Norwegian and Swedish university media. An example of which is the spot in “Ugens Pensum“ in the University-TV ( • We presented Suitable for Business to more than 50 classes at the major Danish universities. • We build a more intuitive webpage in order to initiate a more interactive and open dialogue ( Due to the scale of the work, this task will continue to require resources. • Sign-ups for our newsletter increased with 25% amounting to approx. 250 sign-ups. Generated Long-term Invaluable Relations • We established long-term contacts in Scandinavia, both with students, business and academia. We hope that this will result in a more teams from Norway and Sweden next year. • The students involved in the organizing committees have had more success with finding a relevant student job due to being a part of Suitable for Business.

The accomplishment at Suitable for Business 2012 builds on the success of the first Suitable for Business, held in 2011. As a young organization we have faced challenges concerning how to best manage the knowledge transfer between the succeeding organising committees. These challenges have required a higher degree of organisational focus throughout 2011-12, and we hope to turn the future focus of Suitable for Business’ attention increasingly to strengthening and expanding our external outreach. In order to make the organization sustainable and ready for new endeavours, we are in the middle of a larger evaluation process to build a stronger organizational framework. We firmly believe that this will result in an even better transition for the forthcoming organising committees as well as provide a basis for a higher integration in our growing network of students. From a financial point of view, the second year of Suitable for Business also faced challenges. As a novel initiative, Suitable for Business 2011 attracted a larger amount of financial support. Despite the improved organisation of this year’s conference and case competition, we faced a reality with a substantively smaller operating budget. This made us push the envelope and develop creative solutions such as alternative housing and a higher degree of product sponsorships. We hereby learned to optimize our restricted financial resources and allocate our resources to areas with high external exposure. To ensure the sustainability of Suitable for Business the organisation is working on establishing long-term financial agreements. Suitable for Business 2012 was a unique experience for everyone involved. The fusion between a conference and a case competition created a space where combinations of theory and practice were explored. The involved students embarked Suitable for Business 2012 with a many curious questions and ended with concrete instruments on how to employ their academic knowledge from humanities and social science. Suitable for Business 2012 once and again illustrated how we can both celebrate knowledge and evoke action!

Anne Cathrine Garde & Bjørg Ilsø Klinkby Steering Committee 2012



About Suitable for Business

For a long time, there has been a division between the world of business and that of academia. Both sides have been hesitant of bridging the gap, which is lined with prejudice from both sides. Suitable for Business aims at overcoming this perceived gap. We believe that students from humanities and social sciences have numerous valuable skills, which could greatly contribute to any business environment. Through their analytical skills and creative approaches, these students could enrich any debate and bring with them new and innovative perspectives and inputs. We are a group of students from the fields of humanities and social sciences who love the world of academia, but also want to use our skills and knowledge in practice. We represent academic disciplines, which are not normally considered capable of generating much value to businesses. To challenge this dogmatic mindset we have created a conference and case competition, in order to demonstrate how the skills and knowledge of humanities and social science students can be applied in a business context and create value.


Our challenge is twofold: on one hand, we wish to make the business world aware of the potential which is to be found amongst students of humanities and social sciences. On the other hand, we want to make students of social sciences and humanities more aware of the value of the skills they possess. Through our conference and case competition we intend to showcase the extraordinary skills and creative input that the students can employ. We want students to be aware of the applicability of their abilities and confident in conveying the suitable skills they offer.



Our is a modern and innovative business world, which applies an integrated problem solving method incorporating humanities and social sciences.


is to challenge the problemOur solving approach of the modern business world by introducing methods from the academic fields of humanities and social sciences. We want to create awareness amongst aspiring students on how to apply and take ownership of their interdisciplinary proficiencies acquired through their studies.

Suitable for Business 2012 10


Introduction to Suitable for Business 2012

Suitable for Business is a conference and case competition dealing with the nexus between humanities, social sciences, and the business world. The theme of Suitable for Business 2012 was Value Creation and this was the umbrella combining all events of 2012. The conference set out to identify the opportunities, potentials, and challenges of humanistic and social scientific value creation within the business world. How are they to be understood and how can they be cultivated? The case competition further demonstrated, how these skills and competencies of students within humanities and social science are directly applicable in a business context. During this year’s conference we wanted to take the participants on a journey from visionary abstractions, past engaging debates, and on to concrete tools and take-away points. We wanted not only to celebrate knowledge but also evoke action. The Case Competition added the pragmatic dimension to the conference, where students of humanities and social sciences faced the real life business challenge of the concert venue and sub-cultural nexus, Pumpehuset. The Case Competition demonstrated that the students’ competencies are critical in the business of tomorrow and enabled the case participants to decipher, how they can create value by mixing academic talent with practical problem solving. In other words, these two elements reflect the ambition of Suitable for Business: to partake in changing the perception of how humanities and social sciences can be used and showing that these sciences can put innovation, creativity, and constructive criticism on the agenda in business life. Read more about the programme, the events, and the speakers of Suitable for Business 2012 on the following pages.


The Conference:

Celebrating Knowledge



Keynote Speaker #1 Henry Etzkowitz

The conference was kicked off with an educational keynote speech by Henry Etzkowitz on the Entrepreneurial University and the Triple Helix, a concept spanning the interaction of three spheres, namely those of university, government, and industry. Mr. Etzkowitz emphasised the need for interdisciplinarity, highlighting several examples of successful inventions rooted in collaborations across disciplines. Following the presentation, the audience was invited to participate and ask questions to Mr. Etzkowitz. One question raised dealt with the potential mismatch of incentives; while universities strive for knowledge-creation, businesses tend to have a more monetary aims. Indeed, Mr. Etzkowitz agreed that this is a problem. He suggested that universities must become better at incorporating practical learning to supplement the theory they teach. One concern voiced was that students run the risk of becoming too actively engaged and thereby lose their critical skills if encouraged to partake in business. If we engage and interact with something can we remain critical thereof? According to Henry Etzkowitz, the two are not directly related; some people become more critical through direct affiliation with something as they develop a better knowledge and understanding of the subject while others can remain uncritical regardless of their interactions. r Building on this, Mr. Etzkowitz was asked whether his Triple Helix concept runs the risk of creating universities which cater to business interests rather than building on and creating knowledge, and whether this could potentially lead to a productoriented society as opposed to a knowledge-based society. To this, Mr. Etzkowitz explained that we see an increasingly knowledgebased industry emerging from the universities; they are different from the traditional, hierarchical firms, allowing the employees more personal freedom, as is the case with Google. He finished off by stressing that the university, which wish to remain successful will always focus on a long-term strategy. All in all, it was a very engaging presentation with challenging questions asked by members of the audience.



Panel Debate: How to Create Value?

The audience was invited to partake in a panel debate on how the social sciences and humanities can create value in future business life, more specifically, what is required of said students to be able to enter the professional business world. The panel consisted of Sverre Raffnsøe, Dr. Phil and Professor at CBS, Sara Gade Hansen, chief consultant at the Confederation of Danish Industries, Morten Løkkegaard, CEO of Humanostics, and Ingrid Stage, President of the Danish Association of Masters and Ph.D.s. Acting as a moderator for the debate was Alan Irwin, Dean of Research at CBS.


With their differing backgrounds, it was perhaps no surprise that the four disagreed on the core problem of the issue. Ingrid Stage stated that half of the graduates from humanities and social sciences have gained employment in private companies since 2002; so perhaps we don’t face the problems we think we do? Sara Gade Hansen, however, elaborated that while said students are increasingly becoming employed in the private sector, many of these studies are employed in positions in which their qualifications are unused. Morten Løkkegaard opened up by emphasising that education is secondary, a hard pill to swallow when you spend five years or more specialising in something and building a specific set of skills. He elaborated by explaining that what most companies are interested in is the bundle they are investing in. The DNA of the individual is very important, certainly much more so than the university you attended and the grades you achieved. He considers the problem as being twofold, in that it stems just as much from the students as it does from the businesses. The first part of his opening statement was soon challenged by students, who found it incredible that DNA should be more important than working hard. After all, one can only affect the latter.

Are we not in control of our own potential? Replying to this, Løkkegaard explained that it’s not purely a DNA-related issue; it’s how you use your DNA that matters. Of course hard work matters, but companies hire a person not a skill and therefore the entire package needs to be a match. Nor does this mean that any degree can be used universally; but within the fields of humanities and social sciences, the boundaries are blurry. Moreover he suggested rethinking the way we brand ourselves; we should forget the obsession with labels. Companies hire people not labels! Don’t present yourself as an education with a nametag, present yourself as an individual with specific competencies that may be derived from your education. Sverre Raffnsøe elaborated on this, stating that companies are made up of all kinds of people with differing sets of skills. He emphasised the need for skills along with talent, however, according to him, skills can be applied in all sorts of strange ways. One concern raised from the audience was the unwillingness of private companies to take risks on students of the aforementioned disciplines during this time of crisis. Sara Gade Hansen responded that the individual needs to take responsibility for his or her own qualifications and if we perceive our skills as lacking we need to do something to further them, e.g. an internship. Sara Gade Hansen was good at providing a reality check, and during the debate she pointed to the problem found in the increasing number of people applying to study the humanities and social sciences. The education offered and the potential jobs available have to match up if people expect to be employed within their field of study. With all this talk of ‘the real world’ and interchangeability of educations, it may not be surprising that a concern was voiced on the need for higher education to begin with. How can the educational emphasis on theory be relevant for a life of practical application? In response to this, there was a general agreement amongst the panelists that the skills nurtured and developed during years of higher education are important for further development. However, if you as a student are unsatisfied with something don’t be afraid of addressing the issue. Moreover, universities need to become better at formulating how students can make use of the acquired skills in private companies. While the panelists disagreed on the details of various issues, they furthermore agreed that the blame game must stop! Regardless of whether you represent students, business, or academia, if you feel that something is wrong, you have a responsibility to address it! No one is going to change life magically for students of the humanities and social sciences. Use your time at university to explore, join a network and hone your skills. If you want someone to hire you, you need to be clear about what you’re selling. With their differing backgrounds, the panelists had much to contribute and much to discuss. Alan Irwin did a good job of allowing the audience to participate and allowing students to ask questions and voice concerns.



Gaming Night

Suitable for Business invited the case participants to spend an evening in the company of Future Navigator. The people of Future Navigator concentrate their efforts on bringing out the best in people and helping them visualise their ‘better tomorrow’ through Future Based Ideas Development. The goal is to empower people in their ability and foundation to create new meaningful concepts and services. In other words, using the future as a springboard for success – today.


We were joined by Henrik Hovgaard, who gave a presentation on realising one’s passion: “people don’t buy, what you do, but why you do it.” He emphasised the need to know one’s passion so as to know why one should pursue something and what drives this. He visualised this by showing us the why-how-what dartboard, explaining that ideally we should move from the bullseye why and outwards considering how and then what. The why relates one’s passion - what drives us? The how relates to action - how are we planning on pursuing our passion? Finally, the what relates to the results - what are we aiming at achieving? Mr. Hovgaard highlighted the emerging trend of being pre-active as opposed to being pro-active; being able to look five years ahead in time and assess what will be needed. Likewise, an excellent innovation drive is spurred by dissatisfaction; if you are discontented with something, act on it! If you see something you feel could use a change, go for it! Following the presentation, the attendees were divided into groups of five and invited to play a game, “The Suitables”, specially developed for Suitable for Business. The game is based on the Future Navigator Trend Mapping game, which focuses on enforcing a pre-active approach to trends and tendencies. By playing “The Suitables” the participants were encouraged to reflect on their professional passion and career strategy as well as taught to consider trends and tendencies as opportunities career-wise. The game proved to be a good challenge and many found it surprisingly difficult to articulate their own game-plan. Future Navigator is a company seeking to create energetic working environments and creative and innovative employees. They practice applied futurism with a sociological approach to Future Based Ideas Development and believe in moving from more to better. Their methods are widespread and in 2009 Future Navigator was defined by the business daily Børsen as being a Financial Gazelle, meaning one of the most interesting and fastest growing companies in Denmark.



Keynote Speaker #2 Francesco Avvisati

The second day of the Suitable for Business 2012 was opened by an informative presentation by Francesco Avvisati of the OECD entitled “Who Will Be Suitable For Business?� Through his work as an analyst at CERI, Centre for Educational Research and Innovation at the OECD, he is part of the pioneering research group, looking into emerging trends and how universities should act consequently. Innovation has been identified as the special ingredient which makes individuals successful and allows them to create value for the future. The unifying principle of the innovation strategy as applied by the OECD is the empowering of people to innovate. The two trends identified in the labour market are globalisation and technology. Mr. Avvisati furthermore elaborated on the demand for skills and how they differ within various areas. He moreover discussed innovation skills from the point of view of students as the OECD has carried out surveys to investigate, which skills acquired during obtaining your degree are most useful.


Considering future needs, Mr. Avvisati stated that he believes jobs will become less and less static; we will need to continuously update our skills. When contemplating an issue, which has proved recurring during Suitable for Business event, namely that of breadth versus depth pertaining to university educations, Mr. Avvisati comes down on the side of depth, highlighting the need for specialised knowledge rather than broad knowledge. His concluding words of advice were as follows: supply passion, bring critical perspective, and bring your own energy to your job. Those factors will help you make a difference and become Suitable for Business.


Inspirational Stories

Suitable for Business had the pleasure of presenting two women who have used their background in the humanities to pursue interests outside thereof. We were introduced to Mie Bjerre, partner at Copenhagen Living Lab, which assists public and private organisations in realising innovation and business potential. Mie has a background in European ethnology. While travelling she realised that “understanding cultures, people and understanding why people are doing what they’re doing was interesting to me.” After completing her bachelor degree and studying in Amsterdam for some time, Mie felt she needed a practical aspect to weigh against her theoretical knowledge; this she got through an internship at Rambøll Management Consulting. Mie especially draws on her education when reframing problems. She has learned that asking the right question can make all the difference in defining the problem. The people at Copenhagen Living Lab try to frame a slice of life, partly through research design as well as field studies. Next up was Bethina Louise Røge, co-founder of Theatre-in-Business. She started off by linking her own interest to those of Suitable for Business: breaking down the barriers between business and academia. Bethina has a degree in theatre studies. She recognised early on that there is very limited number of jobs to be had within her field and therefore started exploring alternatives. She realised that there is a mismatch between the worlds of academia and business, highlighting that the humanities and social sciences focus on a human-centric approach with people in the front. Business life is mostly fast-paced with no time to talk or reflect. Nonetheless, businesses need to put the customer first. How do you improve something? By making it faster? By making it better? There was a need for ““ ”” something like Theatre-in-Business, which aims at taking a larger, more qualitative approach by framing processes during which transformation can be born. As theatre majors, Bethina and her colleagues are able to create and facilitate this transformational environment. Both Mie and Bethina agree that there are distinct advantages to having established one’s own business; it allows for a freedom in shaping one’s own work as well as the ability to contribute to quick changes. Both have relied on the skills honed during the years of studying humanities and neither would have been without it.



Pitch & Discussion: The White Paper

Lars Frølund from Center for Innovation and Entrepreneurship at Aarhus University gave a pitch on how to approach the transition from the humanities and social sciences and the world of business. Lars Frølund presented two professional roles to undertake when preparing for this transition. The Troubadour of Knowledge takes on the role as a translator of knowledge from different worlds and mediates between insights and understandings from the humanities and social sciences and the demand and needs in business life. The other approach is Jack the Dullard, who maintains a distance to the logic and understanding of business and thereby provides new and unseen perspectives to the business world.


After this introduction the spectators where parted into five groups joining a facilitator around a small cluster of café tables to discuss their own views on the topics of this years program. This set up gave the participants the possibility to bring forth their own thoughts and reflections on their respective academic backgrounds and the lessons learned from the conference and discuss them with like-minded people. The result was first off some lively and engaged debates in a format that was small enough to give way to every participant and big enough to bring forth plenty of different perspectives on the topic - summing up the conference as whole and starting the process of reflections on further action. A further result of the discussion was the development of a white paper stating the position of Suitable for Business 2012. This was written by members of the organising committees and the board of Suitable for Business on the base of what was discussed and written down during the discussions. On Friday the white paper was sent to Morten Østergaard, the Minister of Research, Innovation and Higher Education. The white paper captured some of the key take-always from the Suitable for Business 2012 conference and provided a firm platform to elevate from the vigorous debates of the past two days and commence with evoking action through the Case Competition.

Suitable for Business - The Time is Now Dear Morten, Thanks to globalization, the Internet, social networking, and new communications and information modalities, the complexity of the business world is increasing rapidly. A new paradigm of value creation is emerging. Under this paradigm, we can no longer rely on ready-made solutions; instead we need people from the humanities and social sciences, who can tackle multifaceted problems and create value through innovative processes, products, and services. For instance, consider the following scenarios When a company is trying to identify a new market segment - or a better way of reaching out to an existing target group - whom should they consult? What about an anthropologist! Why? Because anthropologists know how to explore both known and unknown human needs and desires. They know how to make use of insights from the true experts - the consumers.

OR imagine a company about to make an important strategic decision: The perspectives are piling up and nobody really has an overview of the situation. Who should they contact? What about a philosopher! Why? Because philosophers not only know how to make in-depth analysis, they also know how to synthesize complex problems, compare perspectives, and make these findings accessible to others.

Celebrating Knowledge – Evoking Action Suitable for Business is a student driven initiative, representing a broad range of academic disciplines within the humanities and the social sciences. Our vision is clear: We firmly believe that our core competencies can create value and make companies become more prosperous. Suitable for Business provides a platform for addressing new and existing challenges within the world of business - and for finding the solutions!

Very best,

We are taking o now - we hope you want to come along


The Case Competition Evoking Action



About the Case Competition

The case participants in the Suitable for Business Case Competition were to develop solutions to the problems expressed in the business case, Pumpehuset. The case was created in close collaboration with the business and contained relevant information as a starting point for solutions. The solutions were evaluated based on the value-adding potential for Pumpehuset. The Suitable for Business’ Case Competition is interdisciplinary in its focus, raison d’être, and mind-set. The case was designed to embrace the various disciplinary backgrounds of the participating teams. To ensure that all participants could apply their discipline, personality, and interests, the case was broad and descriptive rather than narrow and specific. To keep the competitive spirit, the case was revealed right before the handout on Wednesday, 21st March. Since not all participants had experience with solving cases and presenting solutions, Simon Sylvest from Talent Force gave feedback and advise to all teams during case solving as well as an the CEO from Pumpehuset, Ronnie Hansen, had a Q&A session with the participants midway through the case solving.



Summary of the Case: Pumpehuset

Pumpehuset is widely known as a concert venue in downtown Copenhagen. It went bankrupt in 2010 and was put on a public procurement sale, that was won by a cooperative bid of two parties: On the one hand, the creative duo Ronnie Hansen (current CEO) and Kristoffer Bramsen, dealing with the day-to-day management; on the other hand, the company Nordisk Film Biografer, owned by Nordisk film which itself belongs to the media empire Egmont, providing financial resources and input in the overarching vision and strategy. Pumpehuset re-opened its doors in January 2011 with major changes of how business is being run. Pumpehuset’s new business model is founded on a general industry trend of fragmentation of cultural styles. Instead of mainstream music, Pumpehuset is fostering subcultures that are “big enough to fill a house, but not big enough to own a house”. Pumpehuset doesn’t limit itself to music, but is also open to other cultural activities (e.g. theatre). Since there is a strong cyclicity of demand, Pumpehuset is constantly striving for new initiatives to fill idle capacity.


There are two main pillars of business processes: Concept development and facility management. Concept development means that close collaboration with external business partners plays a key role in many activities: Firstly, Pumpehuset developed a novel approach towards booking music artists, complementing the traditional intermediaries (booking agencies and promoters) with an extensive system of dedicated experts on subcultures (e.g. writers of music blogs). This leads to a unique line-up compared to other music venues in Denmark. Networking and knowing how to set up contacts is key for success. Secondly, Pumpehuset’s sponsorship activities aim at being more of a mutual partnership, in which the money is invested into novel and creative marketing concepts that both partners agree upon. To illustrate new cooperative approaches within the industry the case describes the “Tak Rock” campaign launched by Unibrew. “Tak Rock” was not only a huge success to connect to customers, but also revolutionized collaboration between non-traditional business partners (e.g. concert halls and festivals). At Pumpehuset, creative marketing approaches often involve social media and new approaches such as story-telling. While it seems effective that individual concerts are promoted instead of the overall concert venue, there is a certain lack of brand identity and customer loyalty towards Pumpehuset itself. Customers of Pumpehuset are mostly from Copenhagen, but there are some considerations to tackle nearby Malmö for international expansion. Pumpehuset’s vision for the next ten years is a significant growth and expansion of its business, while keeping true to their core values: Business acumen, integrity and Rock´n´Roll.

The teams of Suitable for Business were asked to come up with recommendations for Pumpehuset’s future while paying attention to the following questions:

• How to expand to attract new customers and cover new areas? • How to fill up the house during the daytime and low season? • What could be possible business partners for these ideas, and how should these partnership work? • And finally, how can the narrative of Pumpehuset’s past and future fused together into a coherent identity that can be communicated internally and externally?



The Jury

The jury was comprised of a diverse group of top professionals and represent various fields of the Danish business life: academia, management consulting, the experience economy, a media house and the case company.


Frederik Juul, CEO, Nordisk Film Live

Michael Bak CEO, Vebture Cup

Stig Ørskov, Executive Vice President, COO at JP/Politikens Hus A/S

Mark Lorenzen, CBS Professor & Board member at Jazzhouse

Martin Bender, MD of Events & Conventions, Wonderful Copenhagen

Ronnie Hansen, CEO Pumpehuset

Matias Søndergaard, Founder & Vice-Chairman, Suitable for Business

Morten Sune Jonas, Group Account Director, DDB Denmark

Peter Mørk, CEO, Volcano Concepts CEO at Case Company


The Case Participants


UNIVERSITY Copenhagen University

TEAM MEMBERS Andreas Mejer Jensen, MA in Social & Cultural Anthropology Freja Bach Kristensen, MA in Anthropology  Sara Henriksen, MA in Anthropology  Sara Ellegaard Nielsen, BA Anthropology  


TEAM MEMBERS Anna Niva, MA in Translation Studies  Erik Lindwall, BA in Law and Ethnology  Josefin Palmgren, BA in Swedish Literature Solvejg van der Kroon, MA in Literature 

B UNIVERSITY Stockholm University


UNIVERSITY Copenhagen Business School

TEAM MEMBERS Kirstine Brinch Jensen, MSc in Strategy, Organization and Leadership Marika Falk Kuehn, MSc in Strategy, Organization and Leadership Michael Poulsen, MSc in Business Administration and Psychology  Mikkel Daa Schrøder, MSc in Business Administration and Psychology 


TEAM MEMBERS Anne Bech, BA in Anthropology  Lene Wie Krog, MA in Anthropology   Sofie Nielsen, BA in Anthropology  Stine Ilum, BA in Anthropology 

D UNIVERSITY Copenhagen University

E UNIVERSITY Roskilde University

TEAM MEMBERS David Jul, BSc Geography and Performance Design  Esben Hendriksen Licht, BSc Informatics and Performance Design  Mads Damkjær Oustrup, BA in Performance Design and Cultural Encounters  Maja Fagerberg Ranten, BSc in Computer Sciences and Performance Design


TEAM MEMBERS Andra Gavrilescu, MA in Media Studies  Lukas Völkl, MA in Media Studies  Michaela Kollia, MA in Media Studies  Raquel Sertaje Nogueira, MA in Media Studies

F UNIVERSITY Copenhagen University


UNIVERSITY Copenhagen Business School

TEAM MEMBERS Helene Carøe Vallø Christiansen, MSc in International Business and Politics  Jacob Adam Hasselbalch, MSc in International Business and Politics  Louise Laub, MSc in International Business and Politics  Mads Schytte Krabbe, MSc in International Business and Politics 


TEAM MEMBERS Emil Mølgaard Morell, MSc in Anthropology and Visual Anthropology Karl Andreas Mejlvang Møller, MA in Cognitive Semiotics  Lasse Schacksen, BA in Education Uffe Bjørn Hørby Aller, MA in Cognitive Semiotics

H UNIVERSITY Aarhus University


UNIVERSITY Copenhagen Business School, Copenhagen University and University of North Carolina

TEAM MEMBERS Elisabeth Falch Slinning, MSc in International Law, Economics and Management  Mathias Esmann, MSc in International Law, Economics and Management  Maja Thyssen Raaberg, MSc in International Law, Economics and Management Børge Røsnes Nyborg, MSc in Economics: Quantitative Finance Option, MSc in Applied Economics and Finance



TEAM MEMBERS Andreas Petersen, BSc in Business Administration and Psychology (CBS) Christian Schubart Knudsen, International Basic Studies in Social Sciences (RUC) Kasper Dyhr Øelund, MSc in Business Administration and Commercial Law (CBS) Nikolaj Thalbitzer, Basic Studies in Humanities (RUC)

UNIVERSITY Copenhagen Business School, and Copenhagen University


The Winners

A team consisting of four anthropologists from Copenhagen University was announced as the winner of this year’s Suitable for Business Case Conference. Their vision of an ‘Urban Oasis’ won over the majority of the judges as well as the audience and the four ladies took home both of the prizes available; 4.000 DKKR for the former and a goodie bag for the latter. The team, which consisted of Anne Bech, Lene Wie Krog, Sofie Nielsen and Stine Ilum were clearly overwhelmed upon being named the winners; as they put it, “we have hereby shown that anthropology is not just about a small island in the Pacific or a distant tribe in Africa.” Many different solutions were presented and many creative ideas expressed. We at Suitable for Business were amazed at the inspiration and inventiveness presented and proud that such a diverse spectrum of students chose our case competition as the platform from which to excel! We would like to thank all the participants as well as the judges for an inspiring event that prove how suitable the humanities and social sciences truly are!



Testimonials from the Case Participants

To ensure we capture all the lessons learned, we have compiled evaluations from the case participants through an electronic survey, which we will use when developing Suitable for Business further. We are also in contact with a number of case participants in order to have a more qualitative dialogue. An anonymous extract of both is given below:

“Suitable for Business is a fantastic initiative to bring attention to the business values within the humanistic, and social sciences!” “Suitable for Business was a very valuable experience, one that I will remember in the years to come. I learned a lot about the strengths and weaknesses of my own field of study and I enjoyed listening to the speakers at the conference. Furthermore, being part of Suitable for Business has opened new doors for me career wise and I can’t wait to explore the new possibilities.” “I definitely feel that I have a better grasp at which competencies it takes to enter the business world. The case competition was learning, and tough at times, as it did not only make me realize which competencies I have to offer, but also which skills I lack and which I should improve”. “I found out that my competencies are just as much the sum of my personality, humour and interest in the society as it is my academic background in Anthropology. I got a broader understanding of competencies.” “It has been an amazing experience with a lot of stuff to learn” “Participating in Suitable for Business Case Competition was fun, intense and very giving. Especially the opportunity to meet students from other educations was great.”

“Suitable for Business case competition was a great opportunity to get hands-on experience with the business life - a thing that is perhaps missing in our daily life at students.” “I got a kick out of presenting our case solution the 2nd time for the entire jury and audience. It was really nice and funny to present our ideas and find out that they were actually really cool.” “It was a really nice opportunity to meet students from other “soft” disciplines who are also interested in getting hands on experience with case solving and private business. It was nice to meet the jury, the real life businessmen, and to solve a real life case.” “Taking part in the Suitable for business conference and case competition 2012 has been a great learning experience and has given me the chance to meet and interact with students with very different academic backgrounds.” “Very dedicated team that always appeared kind, fun, knowledgeable and helpful!” “We found out that you are more than your discipline and that innovation skills are not something you get from studying it.” “The pep talks we got along the way were extremely helpful!”


Extra Activities 34


The Human Turn

As a, presumably, continual event, this debate meeting was the first of its kind. The idea was to, over the year, maintaining and activating people interested in the field, which Suitable for Business operates in. With other words nursing the close connection to already existing and potential new stakeholders of the organisation. Our first debate meeting was arranged in an old library in the heart of Frederiksberg, Copenhagen. The group of attendants showed up 15th December to see Professor Sverre Raffnsøe of the Department of Management, Politics and Philosophy at CBS, presenting a newly initiated largescale research program called “The Human Turn”. The programme for the evening was structured around a 30-minute presentation from the professor followed by a debate involving our guests. After a short introduction by Chairman Kenneth Salomonsen, Mr. Raffnsøe began his speak by briefly introducing the overlying research question for the programme: “How can humanities answer more adequate to the challenge, that their object has become more demanded in a broad range of scientific as well as practical matters, simultaneously with an increasing pressure for justifying itself?” The issue he described was recognised by the attendants, as pretty much the same issue, as we as students of the social sciences and humanities are facing. Consequently, Raffnsøe gave an extensive historical overview of how the different academic disciplines in the Humboldtian University all derived from the humanities, and how they later on was separated and turned into new faculties and new academic disciplines, until he ended up describing “The Human turn”: how the humanities through new hybrids was “back in business”. But not only business, the same turn has occurred for a lot of different disciplines e.g. medicine, life science and politics. From this historical perspective on the role of humanities, the foundation for a lively debate was formed. Especially, the role of students in terms of legitimizing the humanities was heavily debated. From this, also how Suitable for Business could play an essential role regarding the legitimization of educations within the humanities as being useful and able to create value. After a small sum-up on the discussions, the evening ended up in the informal surroundings of the library, where the attendance enjoyed a glass of wine.




Innovation Battle

Suitable for Business hosted this year’s pre-event 15th March 2012, a so-called Innovation Battle held at Pumpehuset in central Copenhagen. The point of the evening was to explore the concept of innovation; what is innovation? How do we create innovation? How can innovation create value for society as a whole? Can we combine education and innovation? How can students become more innovative? In order to create the best possible setting for this debate, we had invited various individuals who all deal with the concept of innovation but who approach it from different angles. Participating on the night were Anders F.B. Jensen, who is currently pursuing a Ph.D. with Midtlab on the organisation of public organisations and teaching the class on Innovation and Business at the Faculty of Humanities, Allan Grønbæk of RUC Innovation, who is working on facilitating contact between students and businesses in and around Roskilde, Christopher James Lüscher, President of Stardust DTU, who is currently pursuing a Ph.D. at DTU, and Martin B. Justesen, who is the idea and business developer of the CSE Lab. Acting as moderator for the night was Thomas HammerJacobsen, head of Copenhagen Living Lab. The debate started off with each of the participants briefly explaining how they understood innovation and already at this stage it was clear, that four very diverse individuals had been invited; Martin B. Justesen noted that innovation should take it’s starting point in a specific problem formulation. While Allan Grønbæk championed the view that innovation should never be discussed in theoretical terms, Christopher James Lüscher presented a separation of the concept of innovation from that of entrepreneurship (as practiced at DTU) in that the former refers to new ways of thinking, while the latter refers to a commercial use of a new problem. Likewise, Anders F.B. Jensen warned that the term innovation has come to somewhat of a “cream word” in that it tastes good at first but one will become sick if overindulging on it. The problem, he stressed, was that people are too concerned with defining innovation before embarking on it thus rendering the term useless. One main point that was raised and stressed repeatedly is the fact that society demands creativity and innovation, and that universities must find a way in which to respond to this. This does not by any means indicate that we should cease all theoretical learning but that we must combine it with practical experience. Universities and business do not represent two incompatible worlds, although it may at times seem like it. According to Martin B. Justensen, universities need to become better at picking up on student initiatives. Many ideas appear bottom-up and these need support which the universities are in a position to provide, be it in the shape of financial support or a form of engagement. Many students of the humanities and social sciences worry about the current lack of jobs awaiting upon graduation. While universities should accept a responsibility for preparing students for what awaits them, it will be up to the students themselves to seek their fortunes! There are so many disciplines and branches of competences nowadays that students need to learn how to sell themselves as individuals; they need to know and be able to communicate what their specialty is and how this sets them apart from others.

Does this mean we should focus on what we already know rather than taking a chance on something new? Should we play it safe? Or is being interdisciplinary the new black? While the need for interdisciplinary action amongst students was emphasised by one participant, another highlighted the importance of remaining specific in terms of skills. We must not believe everyone capable of everything. The happy medium was suggested, which calls for interdisciplinary in moderation. It was suggested that the best way to truly create value for society as a whole is through synergy. When asked to look into the crystal ball and comment on the future needs and demands, the four gentlemen focused on the need for students to become better at branding themselves and their skills individually. Furthermore, a need was identified for representatives of the business world to take on a more active role in shaping university educations for students to be suitably dressed for what awaits them. So what is innovation? What can we conclude from this battle? Many things were discussed and numerous concerns voiced. However, the battle on innovation remains unsettled. Perhaps it is a term best left to the individual? Or perhaps we need to be more cautious when using it? One participant compared innovation to a cake with many layers; a concept with more than just one definition. Innovation cannot be easily defined and classified - if it could it would already have been done. Can it bring value to society? Yes, of course, but probably not in a predetermined and planned manner. Perhaps that is the fascination? We cannot know for sure what the future holds but we know that things must change. During the Suitable for Business 2012 we further explored the theme of value creation with regards to students of humanities and social sciences.



Visit to Bergen

Suitable for Business chairman Kenneth Salomonsen and boardmember Olav Hesseldahl visited “Fagkritisk Dag” (Subject Critical Day) at the University of Bergen to present our organisation and its role in relation to out-of-the-box thinking vis-à-vis the business world. In their own words the take-away from this visit were that the challenge we at Suitable for Business deal with are to a high degree similar as the ones students in Bergen face. Suitable for Business were invited by a former SfB participant, Ingrid Marie Andersen, who attended the conference in 2011. She had thought of Suitable for Business in relation to clarifying, how to break down the barriers to the business world and understanding our capabilities; themes which the presentation revolved around. Following a diagnosis of the discourse regarding the view on students and graduates of humanities and social sciences, the two representatives introduced Suitable for Business’ view on what we believe it means to be suitable. The message was clear: We want the students to be proactive and willing to apply their knowledge in other contexts.


Besides the presentation, which was attended by a bright and committed audience, Suitable for Business also participated in a panel debate with the Head of Department of Sociology, HansTore Hansen and sociologist and Islam-debater Lars Erik Berntzen. Many of the questions and dilemmas Suitable for Business has been dealing with for more than a year were brought up in this debate, and in light of this we contributed with our many reflections and ideas to the interesting debate. The small trip to Bergen gave some food for thought; it was inspiring to see the relevance of Suitable for Business outside Denmark and we therefore must continue to work on getting Suitable for Business more established in both Norway and Sweden.


Awareness Activities

Besides these events we have hosted info-meetings and we have presented Suitable for Business on various occasions such as the “Karriere-dag” in Øksnehallen in collaboration with CIEL. We have participated in a number of conferences through out the year to represent Suitable for Business, this amongst others includes events organised by “In 100 years – starting now” by House of Futures and “Business Humanities Symposium” at CBS. We have also launched a new website. Previously, the page had been in the format of a blog, which did not provide the right platform for conveying our messages. The new webpage aims at showcasing more clearly who we are, what we do, as well as appeal to our core target-groups, namely students, business, and academia. Leading up to and during the conference, we used the webpage and other social media to cover the various events and other relevant news. We have also managed to promote our agenda in national media; Marie Lynge Madsen from Suitable for Business wrote an article tha SAS coveredby Jyllands-Posten (in Danish) 06.03.2012, where she addressed questions on the quality of education in humanities, the academic focus and the relation to business Additionally, this year’s keynote speaker Henry Etzkowitz gave an interview to Information “Alle forskere skal være innovative” 25. March: e Suitable for Business has also been covered by student media. See all of our coverage here:


The Organisation 40

6.1 T

The Organisers of 2012

he people behind Suitable for Business are not just facilitators—we have a personal agenda. We represent four different universities and a great variety of academic disciplines. In different manners, we are highly dedicated and engaged to expand and apply our professional foundations in various initiatives: from the philosopher at the pedestal, the labour market environment at Danish Confederation of Trade Unions, Anti-Corruption in

NGOs, the radio at Roskilde Festival, student counselling and activism, innovations networks at DEA, the Danish Ministry of Children and Education, and research at the Copenhagen Living Lab and the Danish Chinese Business Forum. Together, we represent a wide spectrum of students who are greatly involved in expanding and applying our knowledge.

Adam Eithz Kromann Essentials & Communication Business Administration & Philosophy (CBS)

Bjørg Ilsø Klinkby Steering Committee International Business & Politics (CBS) Anne Cathrine Garde Steering Committee International Business & Politics (CBS)

42 Catja Nilsson Academic Interaction Anthropology (KU) Christine Ebert PR & Marketing International Business & Politics (CBS) Cecilie Bisgaard-Nøhr Case Development Working Life Studies and Educational Studies (RUC)

David Chamente Alonso Essentials & Communication International Business & Politics (CBS) David Pedersen PR & Marketing Business Administration & Philosophy (CBS) Frederikke Lange PR & Marketing Visual Communication (DKDS) Ida Marie Lind

External Relations Anthropology (KU)

43 Jonas Aaen Academic Interaction Political Science (KU) Josefine Bill Essentials & Communication Political Communication & Management (CBS)

Louise Brink Thomsen External Relations International Business (CBS)

Mads Buus Kragegaard Finance & Accounting Applied Economics and Finance (CBS)

Rasmus Adser Larsen External Relations Business Administration & Philosophy (CBS)


Marie Lynge Madsen PR & Marketing Media Studies (Aarhus University) Simon Sadolin Academic Interaction Political Science (KU)

Zaki Wasik IT, PR & Marketing IT (CBS) Valentina Cullmann Case Development International Business & Politics (CBS)


The Board of 2012 Kenneth Salomonsen, Chairman Social Science & Business Studies, (RUC) Matias Søndergaard, Vice Chairman Business Administration and Philosphy (CBS) Akosua Agyele Awuku, Board Member International Business & Politics (CBS)

Christian Lildholdt Jensen, Board Member English and Organisational Communication (CBS) Lasse Stær, Board Member Business Administration and Philosophy (CBS) Mathias Adam Munch, Board Member Business Administration and Philosophy (CBS) Nicolaj Rode Gjølby, Board Treasurer Finance, Investment and Accounting (CBS) Olav Hesseldahl, Board Member Philosophy (KU)



Testimonials from Organisers

“From participating in the case writing at Suitable for Business, I learned a lot about how to apply my competencies from my education in practice. The interaction I had with people from ‘the real life business world’ made me more aware of how to interact within this area and how to use my skills. I now both feel more comfortable with dealing with people from business life and more aware of what I can contribute to in this context. Besides this I’ve learned a lot about how to manage a big event and how to handle the process leading up to such an event plus how to work within an organisation that only relies on volunteerism. Working within SfB has learned me a lot, and I have gained a lot of experience and new competencies from this.” Cecilie Bisgaard-Nøhr, Case Development Committee

“I have learned a lot about working in autonomous groups, united by a single goal, and the importance of continuous debate, motivation and focus on the goal. I have gotten a really good network, consisting of fun, willfull and determined people. I have had a chance to practice my skills within marketing. I have been introduced to a lot of suitable ITsolutions.” David Pedersen, PR & Marketing Committee

“Being part of Suitable for Business has been a very rewarding experience and I have grown much more confident in my abilities to clealy express myself in English. I was very glad with the level confidence shown in me (and everybody else) and I was allowed to assume specific responsibilities, such as composing and sending out the newsletter, which made me feel a strong sense of ownership and attachment. What I enjoyed most about SfB 2012 was getting to know the rest of the committee and seeing everyone grow throughout the year. While we were divided into separate committess there was no sense of isolation; everyone was very help and good at contributing when needed.” Christine Ebert. PR & Marketing Commitee

“Seeing our work of the last months finally materialising in the Suitable for Business week was an incredible experience. As a member of the case development team, I found it in particular interesting to see the case we wrote interpreted from a variety of different perspectives during the competition. Furthermore, it was a unique chance to meet and network with new people - coming from a completely different academic background then my own.” Valentina Cullmann, Case Development Commitee

“Upside down, around and about - organizing a conference and case competition requires one to use all sorts of different skills. Most of all, it requires cooperation, communication and coordination. The six months we have spent on Suitable for Business has not only been a process of creating a program which would show how students of the humanities and social science can contribute in the world of business - it has also been a concrete setting in which to take our skills and create a functioning organization. The vision of Suitable for Business is important in our time, the experience of creating Suitable for Business is important for me as a student.” Josefine Bill, Essentials & Communication Commitee

“Being a part of the organizing committee of Suitable for Business 2012, and more specific Academic Interaction, was rewarding for us in many ways. First the work with deciding on themes, events, content and booking speakers is of course practical work for a good part, but also it is a great process of reflection on general humanistic and social scientific competencies - and in relation to this a very fruitful reflection on our own skills. Also a big positive surprise and eye-opener was the experience that people you normally consider out of reach for student interaction, like ministers, business leaders and internationally known scholars, are often only an email or a phone call away as long as you have a good case that they want to support and be a part of.” Simon Sadolin, Jonas Aaen & Catja Nilsson, Academic Interaction

“I learned how to organize a grand conference, especially in regards of funding. I learned how to contact and communicate with sponsors on “a business” level, plus I have gotten experience on how to arrange the finale at the case competition and composite a jury. It has very inspiring and energizing working together with the other students of the organizing committee. It has been great “thinking big” and making it all happen. As an anthropology student I have had a lot fun trying to learn how to navigate in the business world and try on the role of networking.” Ida Marie Lind, External Relations Commitee



Our Sponsors

The Danish Foundation for Entrepreneurship - Young Enterprise The Danish Foundation for Entrepreneurship – Young Enterprise works to strengthen Denmark’s economic competitiveness by supporting activities and methods to implement intra- and entrepreneurship in the Danish education system. The objectives for the Danish Foundation for Entrepreneurship - Young Enterprise (DFE-YE) are to ensure that an increasing amount of students on all educational levels are introduced - and participate in - entrepreneurship education. Entrepreneurship can be taught. Therefore the foundation supports the implementation of entrepreneurship, to ensure that Denmark can increase the development of viable entrepreneurs in the future.

RUC The most important task of Roskilde University is to contribute to experimental, innovative forms of learning and knowledge creation. The university is research-driven and provides education for future generations of managers, teachers and experts based on advanced knowledge. At RU, students are responsible for and control their education themselves. Based on their own critical sense and active participation, students are guided through their study programmes at RU which offers an international, interdisciplinary and educationally challenging environment providing the perfect framework for their studies.

Copenhagen Business School Copenhagen Business School (CBS) is an international school focused on developing strong links between contemporary research and the active business community. The atmosphere is intellectual, but always in a way that keeps business realities firmly in focus. Established in 1917, CBS is one of the largest business schools in Europe with more than 17.000 students and 1.300 staff members. The business school offers a wide range of business-oriented university programs and an innovative research environment to ensure value for society.�

DM Students DM Students (Dansk Magisterforening Studerende) is the main union for all humanities - and social science students with 10.000 members. DM Students works to ensure their members the best conditions while they are studying and do everything possible to prepare them for work ing after graduation. DM Students actively participates in public debate about education and labour. DM Students addresses itself directly to the politicians with proposals and requirements, which can help improve the study and working conditions for future candidates.

CBS Students CBS Students is the student union at CBS. It is an open organisation facilitating a wide spectrum of enterprises; from supporting student-driven initiatives and conducting student politics, to networking and providing for a casual place to meet for engaged students. The organisation provides opportunities to take part in ambitious and exciting projects in co-operation with other students and organisations. This contributes greatly to the profile and experience of involved students. CBS Students has been a great collaborator and supporter of Suitable for Business and has contribution to our evolvement.

DJØF Djøf is a professional organisation for attorneys, law students as well as business and social science graduates. It represents 75.000 Members who work at all levels of the private and public sectors in Denmark and abroad. Djøf Students has 20,000 student members. Djøf offers, amongst other things, resume and cover letter guidance, career and conditions of employment counselling, student insurance, study book discount and study- and travel grants. Djøf volunteers create an engaged student political- and social environment and work for better conditions for students.

MPP The Department of Management, Politics and Philosophy (MPP) is one of the larger departments at CBS with approximately 70 faculty members, 5 administrative staff members, and a fluctuating number of scientific assistants and student assistants. The department was formed in 1995 with the objective to undertake research and teaching in the management area understood in a broad sense (Management and Leadership). MPP has been characterised by its focus on problems surrounding management that can be observed in the boundary regions between business, politics, history and philosophy. A present focus on business humanities and liberal arts.

DEA The aim of DEA (Danish Business Research Academy) is to become the leading independent think tank dedicated to the issue of the relation between companies’ competitiveness - and investments in education, research and innovation. Our aim is to be a credible and impartial body for people, politicians and organisations seeking more knowledge about education, research and innovation. DEA prepares analyses and writes papers and carry out surveys as well as organising seminars, conferences and networking events.

department of management politics and philosophy C O P E N H A G E N



CIEL Copenhagen Business School (CBS), Danish Technical University (DTU) and University of Copenhagen (KU) have joined forces in order to facilitate research and education across academic disciplines and universities. The initiative is called Copenhagen Innovation and Entrepreneurship Lab – CIEL and the aim is to generate new and strengthen existing crossdisciplinary innovation and entrepreneurship research and education in close cooperation with entrepreneurs and industry to form an engine of substantial entrepreneurial growth on a national, regional and international level.

Symbion Symbion is the leading Danish entrepreneurship environment - the place where entrepreneurs live, meet, and develop their businesses to become healthy, viable, growth companies. It was established by six scientists who wished to create synergy between research and business. The vision is to be Denmark’s leading centre for entrepreneurship, both in regards to creating the best physical surroundings for entrepreneurs, to accelerate their growth through business development and investment, and to share knowledge and best-practice within entrepreneurship. Established in 1986, Symbion now has more than 25 years of experience with helping entrepreneurs achieve their goals.

Other Partners



Our Representatives

Adam Holm, Anchorman, Deadline, DR2, PhD. in history

Students of the Humanities, Copenhagen University

Alan Irwin, Dean of Research at Copenhagen Business School

Maja Horst, Head of Department of Media, Cognition and Communication, Faculty of Humanities, Copenhagen University

Anders Ladekarl, General Secretary at Dansk Røde Kors, BA in History and Master in Economics David Budtz Pedersen, PhD. in Philosophy at University of Copenhagen and Special Advisor at Ministry for Science, Innovation and Higher Education Francesco Avvisati, analyst of the Centre for Education, Research and Innovation (CERI) at the OECD 


Hans Ubbe Ebbesen, Diversity consultant, Novo Nordisk A/S, Corporate People and Organisation Hanne Leth Andersen, pro-rector at Roskilde University Helge Hvid, Professor at the Department of Environmental, Social and Spatial Change (ENSPAC), Roskilde University.   Henrik Hovgaard, futurist, Research Chief, Future Navigator Henrik Skovby, Executive Chairman, Dalberg Group Henriette Divert-Hendricks, Partner in IMPLEMENT Consulting Group, cand.mag in Danish and English Henry Etzkowitz, Stanford University Ingrid Stage, President DM Klaus Kvorning Hansen, consulent, chairman DANSK IT, in philosophy Lars Frølund, Aarhus University, Center for Entrepreneuship and Innovation Mads Damgaard & Philip Winkel, Association of

Maurice Biriotti, Chief Executive SHM Productions, BA (Hons) and MPhil Mikkel Trym, Director at Copenhagen Innovation and Entrepreneurship Lab (CIEL) Morten Østergaard, Danish Minister of Research, Innovation and Higher Education Niklas Frijs-Madsen & Philip Hardø, Presidents of CBS Students Pia Gjellerup, Political Chief at DJØF (Danish Association of Lawyers and Economists) Pierre Guillet de Monthoux, Head of Department Management, Politics and Philosophy, Copenhagen Business School Sara Gade Hansen, Senior Consultant, DI Steen Nepper Larsen, Associate Professor, GNOSIS Research Centre Mind and Thinking, Aarhus University, cand.mag in history and society, PhD.  Stig Kirk Ørskov, COO, Executive Vice President, JP/ Politikens Hus. Stina Vrang Elias, CEO DEA  Sune Skadegaard Thorsen, CEO & Senior Partner, CSR Global Thomas Hammer-Jakobsen, Partner at Copenhagen Living Lab Vincent Hendricks, dr.phil. and professor in Philosophy, University of Copenhagen and visiting professor at Columbia University, Editor-in-chief of the philosophical journal Synthese, Radio- and TV-host at Danmarks Radio.

I personally support Suitable for Business because it is driven by critical and creative students, who cooperate across, and who want something from their education, and the society

To create value you need to understand the market. To understand the market you need to understand human behaviour. That is why business needs the knowledge of the humanities and social sciences more than ever. And that is why Suitable for Business is such a brilliant idea. When the brightest minds of the humanities and social sciences meet business it cannot avoid creating value for all.

Hanne Leth Andersen, prorector at Roskilde University

Suitable for Business shows that students have passion, initiative and engagement to use their education to something, which can create value in society, and it demonstrates how students are a part of the greatest resources we have in the modern knowledge society

Stig Kirk Ørskov, COO, Executive Vice President, JP/ Politikens Hus.

Maja Horst, Head of Department of Media, Cognition and Communication, Faculty of Humanities, Copenhagen University


The creation and flow of knowledge and competences in Denmark is seen as a direct path to increased and sustainable growth, new job creation and better solutions to global challenges. Students at universities and other institutions of higher education will be the main source of knowledge creation and transfer in the future, including those from the humanities and social sciences. Initiatives such as “Suitable for Business” that aim to strengthen interaction between students and society are a very welcome and increasingly important way to ensure that the right competences and knowledge are available to both public and private sectors in Denmark. In that context, I support “Suitable for Business” and hope you will have a productive and successful conference.

Morten Østergaard, Danish Minister of Research, Innovation and Higher Education

Business - or organizations - are a neatly patterned network of humans with intentions, ideals & quests to influence. A network that students from the humanities & social sciences can contribute to understanding. Student who are ambitious in their quest to understand this try to combine their theoretical knowledge with getting as much practical experience from different types of organizations a early as possible… and they are highly appreciated by most unusual business

Henriette Divert-Hendricks, Partner in IMPLEMENT Consulting Group, cand.mag in Danish and English


Helping Hands, Ambassadors, & Team Hosts

A very warm thanks to all our Student Ambassadors, Helping-Hands and Team Hosts, who have been essential in Suitable for Business during the conference and case competition! Student Ambassadors Alessandro Coletti, BA in Cultural Studies and Literature, Stockholm University Tanvir Mansur, BA in Political Science, Stockholm University Sine Pam Jensen, Social Science and Journalism at Roskilde University Martin Reuterswärd, Stockholm University


Marie Thorsager Bjerre, Public Administration, Roskilde University Maja Maria Nielsen, Media Science, Aarhus University

Helping-hands Phillip Longos Winkel, MA in Philosophy, Copenhagen University Lydia Hauge Sølvbjerg, BA of Fine Arts in visual arts, Danish Academy of Fine arts Oliver Munch, Basic studies Social science, Roskilde University Kristoffer Handberg Baunegaard Nielsen, Philosophy, Copenhagen University Jon Bjarnhof, MA in Philosophy, Copenhagen University

Team Hosts Asger Høst, City Planning and Communication, Roskilde University Nicklas Bach Pollman, International Business, Copenhagen Business School


The Future


The Future Direction of Suitable for Business

We wish Suitable for Business to be sustainable and be a strong stable fundament in study life. We aim to further strengthen our organizational framework and refine the facilitation of knowledge sharing internally. Suitable for Business will hold the General Assembly the 20th March 2012, where the Annual Report will be reviewed and a new Board will be elected consisting of 8 members of Suitable for Business. The process of electing a new steering Committee and organizing committee is commenced. We also plan to re-establish an Advisory Board in order to establish a space for counselling and to ensure external anchorage of Suitable for Business. The Advisory Board will consist of high-profile representatives from academia and the business world.




Financial Statement 2011-2012

The Steering Committee and the Board of Directors have reviewed and approved the Annual Report and the Financial Statements for the financial year 1 May 2011 - 30 April 2012. The Annual Report is prepared in consideration of the Danish Financial Statements Act. In our opinion, the financial statements give a true and fair view of the organisations financial position as of the 30 April 2012 and of the results of the organisations operations for the financial year. The development of the result shows a decline from last financial year. As a novel initiative, Suitable for Business 2011 attracted a larger amount of financial support. Despite the improved organisation of this year’s conference and case competition, we faced a reality with a substantively smaller operating budget. This made us push the envelope and develop creative solutions such as alternative housing and a higher degree of product sponsorships. We hereby learned to optimize our restricted financial resources and allocate our resources to areas with high external exposure. To ensure the sustainability of Suitable for Business the organisation is working on establishing long-term financial agreements. Copenhagen, June 2012 __________________ ___________________ Bjørg Ilsø Klinkby Anne Cathrine Garde Steering Committee Steering Committee __________________ Mads Buus Kragegaard Finance & Accounting Board of Directors __________________ ___________________ Kenneth Salomonsen Matias Søndergaard, Founder & Chairman Founder & Vice-Chairman __________________ ___________________ ___________________ Akosua Agyele Awuku Christian Lildholdt Jensen Lasse Stær ___________________ Mathias Adam Munch

___________________ Nicolaj Rode Gjølby

___________________ Olav Hesseldahl



Accounting Policies

The Annual Report of Suitable for Business 2012 has been prepared in consideration of the provisions of the Danish Financial Statements Act. The accounting practices are consistent with those of last year. Balance Sheet We have decided not to include a balance sheet as the financial statements depict the operating costs of the organising committees of 2012 and not the organisation as a whole. The revenue will be transferred to the Board of Directors and the forthcoming organising committees of 2013. Foreign currency translation Transactions denominated in foreign currency are translated into Danish kroner at the exchange rates at the date of the transacton.


Income Statement Expenses The expenses incurred in 2012 is divided according to the different organising committes. Revenue Suitable for Business 2012 has received funding from numerous foundations, universities and to a lesser degree from corporate private partnerships. Net financals Financial income and expenses are recognised in the income statement at the amount that relate to the resporting period. Net financials include interest income and expenses.


Income Statement 2011-2012

2011 Expenses Steering Academic Interaction Case Development Essentials & Communciation External Relations Finance & Accounting IT PR & Marketing Finals Total expenses Revenue Assocations CBS (‘Taxameterpuljen’) Dean Pools Corporate Partnerships Foundations Total Revenue


48,546 50,584 8,062 97,204 67,378 75,853 347,627

12.849 81.901 5.412 63.453 266 741 25.437 190.229



200,000 14,620 25,000 55,000 319,482

20.000 80.000 39.000 25.000 194.000



Suitable for Business Annual Report 2012  

This is Suitable for Businesses annual report 2012 where we share all the information of all the events in the 2012 conference and case comp...

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