Scandinavian Outdoor Summit 2011 - Official Program and Speaker List Join Scandinavia’s top brands an business associates at our first B2B Outdoor Summit, for two days of immersive, hands on seminars covering the latest strategies and topics in the outdoor industry. Advance your traditional skills while expanding your knowledge and expertise in all necessary areas of commerce today. This is your chance to take part in Europe’s largest B2B get-together for the outdoor industry! Register today: www.outdoorsummit.se/registration.html Facebook us and stay connected: www.facebook.com/scandinavianoutdoorsummit www.Twitter.com/outdoorsummit

2. MISSION
Join Scandinavia’s top brands an business associates
at our first B2B Outdoor Summit, for two days of immersive,
hands on seminars covering the latest strategies and topics
in the outdoor industry. Advance your traditional skills
while expanding your knowledge and expertise in all necessary
areas of commerce today.

3. TOPICS
The Scandinavian Outdoor Summit features a wide variety
of hot topics on tomorrow’s commerce. Make sure to bring relevant
competence from your company to cover all areas.
SUSTAINABILTY • E-COMMERCE • SUPPLY CHAIN MANAGEMENT
IP-STRATEGIES • BUSINESS INTELLIGENCE • CAPITAL MARKET
TREND & DESIGN • RESEARCH & INNOVATION
TOMORROW’S OUTDOOR USER FROM A TOURIST PERSPECTIVE

4. SPEAKER

5. PROGRAM
Mark Held, Secretary General European Outdoor Group (EOG):
Sustainability in the Outdoor Industry
For businesses to succeed in the 21st Century there are a few crucial issues that cannot be avoided.
One of these is Sustainability and the impact that businesses have on the world around them and this
presentation will seek to put the whole issue in context, both in terms of the business case for
sustainability and also the practical steps that any company can take, whatever size they are.
Thomas Lipke, Managing Director and Stockholder of Globetrotter Ausrüstung:
The future of retailing
From the absolute frontline of modern outdoor retail comes a report on the major retail trends in the
future. Follow the success story of a store, which has remained the benchmark for a long time, and
listen to their ideas on how to remain in that position.
Mats Andersson, Supply Director of Workwear within the Hultafors Group:
A paradigm shift in global sourcing
In a fast changing production environment, companies will need a drastic change in supply chain
management. How will we, as customers, meet this future in a world of global change beyond our
control? Mats Andersson is one of the most experienced persons in the area of supply chain
management with over 30 years in the field and more than two decades of trade experience within the
Asia-Pacific region

6. PROGRAM
Susanna Campbell, Investment Director Ratos:
Haglöfs – from a small town company to a 1 billion SEK global brand
Building a strong and successful brand is a two way relationship between owners and the company.
Susanna Campbell, Investment Director at Ratos talks about active ownership from an investor point
of view. This is a subject which is becoming more and more relevant in the outdoor industry today. As
a background lies the successful journey of Haglöfs from a small town company to a global brand.
Mats Hedblom, Senior Advisor at Haglöfs and former CEO co-hosts the presentation on stage.
Mats Georgson, CEO Georgson AB, Business Strategy & Brand Management:
Brand driven organizations – how to turn theory into practice
We all know that a strong brand is important, but most organizations still have very dim views of how
brand management really should work in practice. How do you make sure there is one clear brand
strategy that guides everything from product development, R&D initiatives, and marketing
communications to customer interaction? Mats will guide us through how a complete brand
management system works in practice.
Andreas Gyllenhammar, Environment and Climate Strategist Sweco:
Stay competitive with a sustainable strategy
By taking the global picture and focusing on what it means for specific sectors, such as Swedish alpine
destinations, Andreas has found a way to help companies understand their role in global development,
the business opportunities open to them and how they can communicate their sustainability efforts in a
credible way. This seminar is of vital importance to any brand and/or market division who wants to stay
up to date in an increasingly conscious industry.

7. PROGRAM
Joakim Jardenberg is the founder and CEO of Mindpark AB:
Social changes everything
Senior advisor in all things internet and media. Old, new, digital. Some call him a social media
therapist. CEO whisperer (with five CEO:s, all from Swedens top-25 largest corporations on his current
roster) Business angel and investor in early stage tech startups like Videoplaza, Planeto and more.
Joakim Jardenberg write, lecture, speak, facilitate and moderate large and small groups.
Oliver Wang, Senior Project Manager MMI Shanghai Consumer Goods Department:
Made in China – Made for China
What is really happening on the world’s largest market today? Oliver Wang gives a deep insight
market analysis of the situation on one of the most interesting markets today in the outdoor industry.
Ed Stevens, Founder and Chief Executive Officer Shopatron:
The Future of eCommerce for Branded Manufacturers
Branded Manufacturers are seeing a fundamental shift in how consumers interact with them. While in
the past, most consumers experienced a brand through retailers, now consumers can go directly to a
manufacturer's website. In fact, 58% of consumers start their brand research at a manufacturer's
website. To engage consumers and offer the convenience desired, manufacturers are being drawn into
eCommerce. What are the options for selling online as a manufacturer? Can direct servicing of the
customer be accomplished while strengthening retailer relationships?
Learn the answers to these questions and learn about key trends online for branded manufacturers in
this informative seminar.

8. PROGRAM
Dr. Peter Fredman, Professor in nature-based tourism at the European Tourism Research Institute
(ETOUR) and Mid-Sweden University, Campus Östersund & Dr. Mike Yuan, Professor in the School
of Outdoor Recreation, Parks and Tourism at Lakehead University, Thunder Bay, Ontario, Canada:
Outdoor Consumer behaviour – Markets and Measures
The demand of outdoor products is highly correlated with the interest in outdoor recreation
participation. Changes in participation rates are reflected by broader changes in society such as
urbanization, globalization and technical development, but also more specific factors like climate,
accessibility and environmental characteristics. Both on-site and population studies of outdoor
recreation participation are available in many countries, but units of measurement and methodology
are seldom harmonized. While figures from such studies are to sometimes hard to interpret in terms of
market characteristics and willingness to consume, data on participation in recreation activities should
provide valuable input to strategic market analyses.
Gunnar Hjalt, Attorney at law Awapatent:
Protecting your brand in a global world.
P-strategies for the Chinese market. Important considerations and case studies from one of
Scandinavia's leading consulting companies in Intellectual Property rights.
Frederic Hufkens, CEO of the A.S. Adventure Group:
Future demands on outdoor retailing

9. PROGRAM
Martin Lankes, Product Specialist Outdoor Gore-Tex® and Windstopper® Fabrics:
Product development process in response to market needs
Erik Bresky, Headmaster of Textile University of Borås:
Future vision for the Textile Industry
Barbara Smit, Editor, Assistant Editor Sporting Goods Intelligence (SGI)
Moderator & Organisation
Mats Hedblom, Senior Advisor Haglöfs
Moderator & Organisation
Petra Hilleberg, Owner, Hilleberg the Tentmaker
Moderator & Organisation

10. PRACTICAL INFO
Location: Copperhill Mountain Lodge
Cost: 2 895 SEK exkl. moms. (320 EUR ex VAT), 2 495 SEK exkl moms (270
EUR ex VAT) for SOG Members
Banquett included Thursday night, 15% discount on Ski rent and Skipass for
Summit participants
Booking: http://outdoorsummit.se/registration.html
Booking accommodation: www.outdoorsummit.se
Questions concerning accommodation: info@bokaare.se
Questions concerning travel: www.outdoorsummit.se (web-form)
E-mail: info@outdoorsummit.se
Phone: +46 (0)31 209 910
Latest day of booking: 21 March 2011
Please note that the number of tickets are limited to 300!

11. REGISTRATION
This is your chance to take part in Europe’s largest
B2B get-together for the outdoor industry!
Register today:
www.outdoorsummit.se/registration.html
Facebook us and stay connected:
www.facebook.com/scandinavianoutdoorsummit
www.Twitter.com/outdoorsummit

12. SPONSORS
Supporting Partners