Skip to content
Ahmed Elragal
Ahmed Elragal, Professor of Information Systems at Luleå University of Technology, leads the collaboration with Polarbröd. View original picture , opens in new tab/window

Research helps Polarbröd with digitization

Published: 18 February 2022

Researchers at Luleå University of Technology have started a collaboration with Polarbröd to study the company's decision-making process. The purpose of the current project is to support Polarbröd’s digitalization journey, with a special focus on data-driven decision-making throughout the company.

Ahmed Elragal, Professor of Information Systems, leads the project. Good decision-making is important for the prosperity of business and society at large. Thanks to big data and AI, data and analytics are increasingly seen as vital tools for decision makers, and contemporary decision theory says that decision-makers succeed best when they blend data and analytics to make data-driven decisions.

– It can give companies a competitive advantage and allow them to win the competition race. But there are a plethora of data and algorithms, which can make it difficult to act. We hope our expertise can help Polarbröd navigate this complexity, says Ahmed Elragal.

Peter Fors, IT manager at Polarbröd, agrees:

– We are really excited about this collaboration. We are building a new Polarbröd and digitalization of the whole value chain, from trendspotting to product delivery, is an important part of the puzzle. Data-driven decision-making is one component, because it can help us understand our strengths and areas for improvement, which will help us make better business decisions.

The aim of the project is not to replace humans with machines, but to facilitate a data-driven decision-making environment in which evidence from data and analytics coordinate with humans in order to offer a robust alternative to sole-human or sole-machine based decisions.


Ahmed Elragal

Ahmed Elragal, Professor

Phone: +46 (0)920 493670
Organisation: Information systems, Digital Services and Systems, Department of Computer Science, Electrical and Space Engineering