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Edge20 Mar 2026
Tetra Pak: The Shape of Innovation
The story of Tetra Pak, the Rausing family, and how a paper tetrahedron gave rise to a company that now delivers almost 180 billion packages a year.
Emil Persson
Marketing ManagerExperience
Emil has been part of the Quartr team since 2023, having spent most of that time researching and writing for Edge. He now serves as Marketing Manager, where he contributes to research and proofreading while still writing the occasional article. Among the pieces he's most proud of are his deep dives into the story of Rolex, the rise and fall of Wirecard, and how Tetra Pak revolutionized food packaging. Outside of work, he has an avid interest in history and Allsvenskan, the Swedish football league.
Emil has been part of the Quartr team since 2023, having spent most of that time researching and writing for Edge. He now serves as Marketing Manager, where he contributes to research and proofreading while still writing the occasional article. Among the pieces he's most proud of are his deep dives into the story of Rolex, the rise and fall of Wirecard, and how Tetra Pak revolutionized food packaging. Outside of work, he has an avid interest in history and Allsvenskan, the Swedish football league.
Latest articles from Emil Persson)
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Edge20 Feb 2026
Dollar General: The Rural Retailer Playbook
How Dollar General built a small-box empire across rural America, scaling value and convenience into one of retail's most durable business models.
Edge31 Oct 2025
Rolls-Royce: Full Thrust Ahead
From century-old crafted perfection to pandemic shock and reset, Rolls-Royce's story is shaped by heritage, turbulence, and a disciplined climb back.
Edge19 Sep 2025
American Express: An Empire of Plastic
How history, brand, and structure have steadily built American Express' moat, and why Warren Buffett still calls it a one-of-a-kind business.
Business philosophy12 Aug 2025
Maziar Mike Doustdar: Novo Nordisk's New CEO
A portrait of the pharmaceutical giant's new CEO, who assumes the position at a critical time for the company in its competition with Eli Lilly.
Edge8 Aug 2025
Novo Nordisk: Tipping the Scale of Innovation
Taking a look at the company behind Ozempic and Wegovy and diving into their history, business, and the challenges it now faces.
Edge27 Jun 2025
500 Years of Craft, One Family Legacy: Beretta Holding's Global Expansion
How Beretta Holding managed to transform from a 16th-century gun barrel producer into a global industrial group while preserving 500 years of legacy.
Edge13 Jun 2025
Airbnb: The Hospitality Giant Without Property
Airbnb has grown from an idea to help the Co-Founders make rent, to one of the most dominant companies in the global hospitality industry.
Edge16 May 2025
The Rise and Fall of Wirecard
A look inside the Wirecard scandal, which took the company from the prestigious DAX 30 to insolvency through the largest accounting fraud in European history.
Edge18 Apr 2025
Moncler: From the Mountains to the Runway
The story of Moncler, all the way from its beginnings in the Alps to its journey to some of the most prestigious runways in the world.
Edge21 Mar 2025
Adobe: Equipping the Architects of Digital Expression
The story of how Adobe grew from a small garage upstart to one of the largest and most dominant software companies in the world.
Investment strategy5 Mar 2025
Professor Tony Garcia of Seton Hall: Teaching Qualitative Research With Quartr Pro
A conversation with Professor Garcia of Seton Hall University, where we discuss fundamental research, and Quartr Pro as an educational tool.