PRESS RELEASE 2008-11-27

Julia Norinder, 33, is the new Managing Director of Preera, the Management Consulting Company.

Julia began her career as a management consultant at Preera in 1998. During the period 2004-2005, she took leave of absence to work within the development of the private sector in the UN organisation in West Africa. On returning to Gothenburg, Julia assumed the post of senior consultant at Preera. Since then, the company has doubled its turnover. Earlier this year Preera was nominated one of the best Management Consulting Companies in Sweden by Veckans Affärer magazine (Business Weekly).

Preera has built its success by challenging the larger national and international players on the Swedish market and using the Scandinavian management philosophy as their point of reference. This means that Preera, to a much greater extent than its competitors, works with dialogue and participation, promoting a relationship in which the clients’ employees are proactive in major change processes. Among Preera’s clients are large companies and organisations such as Volvo, SKF, Region Västra Götaland, the City of Göteborg and AstraZeneca.

In many ways, Julia Norinder personifies the philosophy of Preera. A strong sense of commitment characterizes everything she undertakes, which was what brought her to work in Dakar, the capital of Senegal, in a project that entailed supporting the development of micro companies in eight West African countries.

“The work involved helping micro companies get funding and educating people in the most basic business financial issues. By supporting these companies, we were able to contribute towards getting the economy moving on the micro level and to create a large number of employment opportunities,” Julia Norinder says.

In spite of the significant differences, Julia Norinder is convinced that there are fundamental similarities between the work in West Africa and her work at Preera.

“In both cases it is about creating a desire to change through dialogue. Within Preera we have a way of working that is really about this and one which involves employees on all levels and functions within a company. This is extremely important in times of crisis when it is crucial to get general acceptance of the major, significant changes that are necessary within many companies and organisations. Through active participation the power to change, which is critical in order to strengthen a company’s position at a time of recession, is created.”

Another aspect characteristic of the work in West Africa and which drives Julia on in her everyday life at Preera is the issue of equal opportunities. Traditionally, the management consulting business has always been very male dominated, with only 30 % of the workforce being female – and on the management level this figure is even lower.

“I am driven by the desire to prove that change is possible and that there are more ways than one in which to do things. It is about changing both how, as management consultants, we perceive those with whom we work, and how we ourselves operate in our own line of business.”

Every single year, the management consulting business loses several highly talented female employees, simply because they do not feel comfortable in the traditional culture that prevails.

Preera has developed a corporate culture in which both male and female employees can piece together the puzzles of their lives while simultaneously enjoying an interesting and challenging career. This has enabled the company not only to create an equal opportunities workplace, but also to enhance the quality of work. At present, Preera has approximately 40 employees, 50 % of whom are female.

Julia Norinder holds a degree in International Business and Trade from the School of Business, Economics and Law at the University of Gothenburg and from universities in Canada and France. She grew up in Gothenburg where she still resides.

For further information, please contact Julia Norinder

Telephone: +46 (0)31 750 90 65
Mobile: +46 (0)70 843 90 65
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Preera is a Nordic alternative to the management consulting market which works in close collaboration with their clients to realize visions and develop businesses and business operations. Our vision is to help companies and organisations make a real difference by creating sound development processes. Preera was founded in Gothenburg in 1998 and currently has a staff of 40 management consultants.