Craft: Organising against the mainstream


Panel discussion with organisational researcher Stephan Schaefer and local microbreweries Brekeriet and Hyllie brewery. A conversation about passion, community and craft versus business.

How do craft breweries view creativity, sustainability and community? Is there a new way of organising work that has gained momentum in recent years? A craft-based type of organisation where work and passion are woven together and where it is more important to make profits rather than to maximise them. Or is it?

LUSEM researcher Stephan Schaefer starts the session with a short talk in which he sets the scene for the conversation. This is followed by a panel discussion with Fredrik Ek from Brekeriet and Erik Frithiof from Hyllie Brewery. Marketing researcher Carys Egan-Wyer will be moderating the event.

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Quick facts

When: 6 April 16:15 (CEST). Add the event to your calendar in Outlook.

Where: The discussion will take place in the Crafoord Hall (Crafoordsalen) at LUSEM in Lund (Google map). It will also be live-streamed via our Youtube channel, for those who wish to watch remotely or afterwards.

Questions: Feel free to email You can also ask questions live in the Crafoord Hall or via Youtube during the live stream.

Free admission. This event will be held in English.

The speakers

Stephan Schaefer is a senior lecturer in organisational studies at Lund University School of Economics and Management (LUSEM). His research interests are within organisation and management studies. He is particularly interested in reflections and ignorance in managerial work; the role of critical research in organisational practices and the impact of digitalisation on work and organisation. Recently he has started a research project on craft as an alternative form of organising work and its effects on sustainability. Stephan Schaefer is currently finalising his upcoming book “Organizing Creativity”, published by Oxford University Press.

Learn more about Stephan Schaefer

Fredrik Ek is one of the three founders – and brothers – behind the craft beer company Brekeriet. He is in charge of the economics and sales as well as event planning and warehouse management. The company is currently based in Landskrona.

About Brekeriet: ”With different backgrounds in business and food engineering we decided to team up and start a beer import firm in the spring of 2010. Our future goal was set from the start – to start a brewery of our own, and the dream came true in 2012. Our niche is, as one of few breweries in Scandinavia, to ferment our beers with nothing but wild yeast and bacteria. To further enhance the taste experience, we also secondary ferment many of our beers with berries, fruit or whatever we find interesting to try.”

Learn more about Brekeriet

Erik Frithiof is the chief operating officer (COO) at Hyllie bryggeri (Hyllie Brewery). He is responsible for sales and marketing at the company. Erik is also the current Chair of Föreningen Sveriges Oberoende Småbryggerier (The Swedish Association of Independent Breweries). He is also running the Great Swedish Beer Festival and has been selected as the 2020 beer developer of the year in Sweden.

About Hyllie Brewery: Founded in 2016 and located in the heart of Malmö. ”Our beer is produced for all occasions, and we never compromise with great taste and quality. Find us in our own taproom, at bars and restaurants around Malmö, and at dedicated craft beer bars in all of Sweden and Europe. Our range is changing throughout the year, from heavy dark beer in the winter to sessionable hoppy beer and sours in the summer.”

Learn more about Hyllie bryggeri

Carys Egan-Wyer is a postdoctoral researcher with a PhD in Marketing. She is currently carrying out a postdoc research project, funded by the Swedish Retail and Wholesale Council (Handelsrådet). The focus of the project is retail and consumer attitudes towards anti-consumption. She is also Deputy Director of the Centre for Retail Research at Lund University where her mission is to communicate cutting edge retail and sustainability research to retail practitioners. In her spare time, Carys is active as a sustainable influencer in social media.

Learn more about Carys' research here

6 April 2022


Holger Crafoords Ekonomicentrum EC1
Tycho Brahes väg 1
223 63 Lund