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Brenda Nansubuga

Assistant Professor

Publications

2026

Brenda Nansubuga, Hugo Guyader, Christian Kowalkowski (2026) When access leads to ownership: Explaining ownership rebound in access-based services Journal of service theory and practice, Vol. 36, p. 99-125 (Article in journal) https://dx.doi.org/10.1108/jstp-09-2025-0367
Hugo Guyader, Brenda Nansubuga (2026) When Selling Isn't Enough: Traditional Retailers' Successes and Failures with Implementing Rental and Resale Models SERVSIG 2026 Conference Proceedings: "Shaping the Future through Service: Transforming Individuals, Markets & Society", p. 65- (Conference paper)
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 (Conference paper)
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) https://dx.doi.org/10.4337/9781035300198.00037

Research

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Centre for Business Model Innovation

The centre for business model innovation (CBMI) takes a starting point in the role of businesses in society, and the way in which business models are changed and renewed over time in order to adapt to societal and business changes.

Coworkers

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Joakim Aspeteg
PhD student
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Harald Brege
Assistant Professor
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Staffan Brege
Professor Emeritus
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Per-Olof Brehmer
Vice-rector of Collaboration and strategic development
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Per Carlborg
Visiting Senior Lecturer
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Daniel Ellström
Associate Professor
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Christina Grundström
Associate Professor
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Emelie Havemo
Assistant Professor
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Johan Holtström
Senior Associate Professor, Head of Division
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Daniel Kindström
Professor
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Christian Kowalkowski
Professor
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Stefan Maass
Lecturer
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Josef Nilsson
PhD student
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Elin Norberg
PhD student
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Carl-Johan Petri
Associate Professor, Docent
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Jakob Rehme
Professor
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Sofi Rehme
Lecturer
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Thomas Rosenfall
Associate Professor
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Christoph Röcklinsberg
Associate Professor
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Alexey Sklyar
Associate Professor
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Sofia Tillman
PhD student
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Alf Westelius
Professor Emeritus
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Chipo Ziyambe
PhD student

News

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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

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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.
Campus Valla overview.

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.