Bo Aulin
Senior Executive Advisor
Phone +46-8-6580364
Mobile +46-70-5580364
Senior Executive Advisor and Chairman of the Disclosure Committee. Joined Swedish Match in 1990. Member of Group Management Team since 1996. Born 1948, Bachelor of Laws (LLB).
Bo Aulin has for many years been both General Counsel and Senior Vice President, Corporate Communications at Swedish Match. "It´s been an unusual combination, but actually logical," he says, pointing out how important it is that anyone who represents a company operating in an international, controversial and rigorously legislated market should be really well versed in the law.
16 Feb, 2007
How did you come into contact with Swedish Match?
"I was working in a trade and industry organization and came into contact with the tobacco industry through that position. Then I began working for Swedish Match in 1990, and I find it really stimulating that our sector is always the subject of debate and controversy. Debate is a source of inspiration, and thanks to all the know-how we possess, we can hopefully inject a little balance into certain contentious issues - Swedish Match has a fascinating story to tell, both in Sweden and internationally," says Bo Aulin.
Could you describe the course of a typical work week for you?
"As a matter of fact, no, since no two weeks - or even days - are the same. I see this as one of the advantages of my job. While it is absorbing to be part of daily operations, I am also driven by an enormous desire to do good business. Consequently, the overarching work and the issues we pursue in Group Management are extremely important for me - the mix of corporate governance and communication and all the dedicated and talented colleagues I meet make it a pleasure to go to work!"
Can you describe your role in Group Management?
"I am now the oldest member of Group Management, have served for the longest time and can contribute with the experience, knowledge and perspective that my seniority confers. While new thinking is important in a company, continuity is equally so."
Do you take much notice of the public debate about tobacco?
"Yes and no. Tobacco is controversial, and to succeed in the market we must strive to generate support and understanding for our operations. This is particularly important in regard to new markets. But basically we work in the same way as any other company to develop, produce and market the best possible products to meet consumer demand. There is no mystery about that - it is simply a question of outperforming our competitors and always being a step ahead. We have skilled and committed employees worldwide who are proud of their company. And this they have every right to be!" says Bo emphatically.
Were you to single out one thing Swedish Match is good at, what would it be?
"I think we work in an unconventional environment characterized by openness, trust and team spirit. We are good at looking after our employees."
What could Swedish Match do better?
"We must constantly improve sales of our products. Our corporate culture gives us a feeling that we can always do better. It is perilous to rest on your laurels and be complacent - you are always up against the challenge of selling your products successfully," underscores Bo. "During the past ten years, competition in the snus product area has increased significantly in the Swedish domestic market, and this has in fact been a positive development. The increased focus has given us an incentive to develop more and better products."
What do you think characterizes good management?
"A good manager must delegate. The fundamental requirement is a positive environment in which employees are allowed to work independently and even to make mistakes, and where they have to discover for themselves what they are actually capable of. Most are capable of more than they realize."
What are your personal guiding principles in your work?
"I am basically a highly positive person, and this characterizes my attitude to work, life and the people I meet, so of course it is generally a good trait," says Bo.
What will be the greatest challenge for Swedish Match during the coming year?
"We must be able to generate organic growth. An exchange-listed company must grow, so that the share price rises. Continued international expansion for moist snuff will be increasingly important, in order to offset the decline in other areas. We can look forward to an exciting time, with potentially large new markets beckoning," concludes Bo Aulin.