Home
Photo of Brenda Nansubuga

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 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

2024

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

Research

AI generated picture of a city in aquarelle style

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

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

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

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.
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.