Students with ideas of steel receive a 100,000 SEK scholarship
Lund University students Erik Månsson, Samuel Spjuth, Emelie Adenlöf and Caroline Geelmuyden, together with London School of Economics student Eliel Stenström, took an honourable second place in the CRE8 the Future case competition. For their effort, they will receive a 100,000 SEK scholarship.
Emelie Adenlöf was a driving force behind forming the team. She studies at the University of Glasgow, but is currently in Lund for a one-year academic exchange.
"I knew about the competition from the year before and really wanted to attend now that I live in Sweden. I got to know Erik and Samuel from group projects at Lund University School of Economics and Management. Eliel is a friend from high school, and he is studying at the London School of Economics. To meet the requirements of the competition, we needed an engineering student. Samuel and Erik suggested Caroline, who they knew through the student consulting company Lunicore. The whole team met for the first time on the train up to Stockholm, and we used the trip to discuss possible cases and questions,” explains Emelie.
The purpose of the competition is to encourage creativity and attract innovative students to the Swedish steel industry. None of the team members had any experience with the steel industry before, so the preparations for the competition included extensive research of the existing strengths, weaknesses, opportunities and threats.
The team consists of both engineers and economists, and the students’ skill sets and competencies complement each other well.
“Caroline is a master’s student studying Supply Chain Management at LTH (Lund University Faculty of Engineering) and has great knowledge of processes and materials while the rest of us, having a background in business and economics, adopt more of a productivity and strategy perspective. Regardless of background and previous experiences, this type of challenge requires excellent teamwork and I think a main factor behind our success is in fact our team working skills.”
The case, created by the steel companies Uddeholm and Outokumpu Stainless, concerned how to convince key decision-makers to invest in more sustainable steel materials and solutions. All team members have competed in business case competitions before, which worked to their advantage during the competition.
“First, we had an individual brainstorming session to ensure everyone had time to get their ideas on paper without interruption. We went over our very long list of ideas over and over until only the best ones remained and could be developed into the pitch. A key to our strategy was to repeatedly pause the intense discussions and go back to the case question to ensure our focus and energy was spent in the best way,” Emelie finishes.