Brenda Nansubuga

Assistant Professor

Publications

2026

Hugo Guyader, Brenda Nansubuga (2026) When selling isn't enough: Traditional retailers' successes and failures with implementing rental and resale models 2026 AMA Winter Academic Conference (Conference paper)

2025

Brenda Nansubuga, Alexey Sklyar (2025) Digital technologies for business model innovation: Toward sustainability at the base of the pyramid

Brenda Nansubuga, Christian Kowalkowski, Hugo Guyader (2025) Service experience in the access economy: managing experiences in mobility services Handbook of Service Experience, p. 362-378 (Chapter in book)

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2024

Hugo Guyader, Brenda Nansubuga, Christian Kowalkowski (2024) Navigating the Access Economy: Purchase Intentions Despite Rental Satisfaction

Brenda Nansubuga, Christian Kowalkowski (2024) Moving to subscriptions: service growth through business model innovation in consumer and business markets Journal of Service Management, Vol. 35, p. 185-215 (Article in journal)

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Research

Businessman trades online stock market on tablet screen, digital investment concept

Industrial Management (INDEK)

We are at the forefront of connecting research, education, and industry. Through collaboration with companies and organizations, we ensure that our programs and projects are always current and relevant.

News

Female researcher in teaching and at office.

The business model that can boost carpooling

Would you sell your car and join a carpool instead? LiU researcher Brenda Nansubuga has studied several sharing services. She concludes that services that combine different modes of transport are easier to make profitable.

Organisation

Department of Management and Engineering (IEI)

The Department of Management and Engineering (IEI) strengthens and develops tomorrow’s industry, business world and society by ground-breaking research, education and innovation.