Photo of Carl-Johan Petri

Carl-Johan Petri

Associate Professor, Docent

I am an associate professor and my passion is to integrate theory and practical experience. In my work I am focusing on complicated issues in the intersection of strategy, management control and pricing.

Strategy, management control and sustainable Business Models

An organization’s management control system should be designed to align with the strategy that guides its efforts toward achieving organizational objectives. However, management control is not merely a reactive toolbox that adapts to an existing strategy. It also comprises a set of proactive methods that can be used to formulate, communicate, and implement strategic initiatives. In this context, management control should be understood as all information-based efforts aimed at influencing employee behavior, both with respect to future intentions and to the balanced evaluation of past performance.

Over the past 30 years, I have worked with various aspects of strategy, management control, and business models. Throughout this period, I have operated at the intersection of theory and practice. Between 1995 and 2001, I was an industrial PhD student, dividing my time equally between academic and industrial engagements. I have reflected on this unique experience in an anthology describing the research environment in Ekonomiska Information System (EIS) at Linköping University.

In recent years, my work has increasingly focused on sustainable business models and on how organizations can create, deliver, capture, and distribute value in ways that contribute simultaneously to economic, social, and environmental sustainability. I have written about this in the book Hållbara affärsmodeller, in which we combine contemporary research with practical examples from industry. A central case in the book is the Swedish company Icebug, whose work on sustainability and value creation is used to illustrate how organizations can develop business models that contribute to a more sustainable society.

My research and teaching address topics such as how organizations can integrate sustainability objectives into their business models, how value is created for multiple stakeholders, and how companies can balance economic, social, and environmental goals. I am particularly interested in how strategies and management control systems can be designed to support and accelerate this transition.

Publications

2026

Carl-Johan Petri, Mathias Cöster (2026) Hållbara affärsmodeller: Ägare, strategi och styrning (Book)

2020

Fredrik Nilsson, Carl-Johan Petri, Alf Westelius (2020) Strategic management control theory and practice Strategic management control: successful strategies based on dialogue and collaboration, p. 1-7 (Chapter in book)
Fredrik Nilsson, Carl-Johan Petri, Alf Westelius (Editorship) (2020) Strategic management control: successful strategies based on dialogue and collaboration (Collection (editor))
Thomas Falk, Carl-Johan Petri, Jan Roy, Åke Walldius (2020) Illustrating an organisation's strategy as a map Strategic management control: successful strategies based on dialogue and collaboration, p. 9-30 (Chapter in book)
Mathias Cöster, Einar Iveroth, Nils-Göran Olve, Carl-Johan Petri, Alf Westelius (2020) Strategic and innovative pricing: price models for a digital economy (Book) https://dx.doi.org/10.4324/9780429053696

Research

Teaching

I teach courses in strategy, business models, and management control, and I supervise master's theses within the Strategy and Management Control profile of the Master of Science in Industrial Engineering and Management programme at Linköping University.

I am responsible for three courses.

  • Strategic Management Control (TDEI35) explores the dynamic relationship between strategy and management control. Contrary to the common assumption that strategy is formulated first and subsequently implemented through management control systems, the course emphasizes the continuous interaction between strategy development, management control, and strategy implementation. These processes are deeply interconnected and influence one another in an ongoing and often fascinating way.
  • Introduction to Sustainable Business Models (ETE385) is an online course aimed primarily at professionals. The course provides an in-depth exploration of sustainable business models through the case of the Swedish footwear company Icebug. We examine how Icebug strives to align its operations with its ambitious sustainability goals and what other organizations can learn from its efforts to "walk the talk" when it comes to sustainability.
  • Basic Business Administration and Business Development (TCM085) is offered at Malmstens School of Furniture Studies, part of Linköping University. The course is designed for highly skilled furniture makers, upholsterers, and furniture designers, and focuses on providing a solid foundation in business administration and entrepreneurship within the context of creative and craft-based industries.

In addition, I teach in Management Control (TDEI19), a core course that is mandatory for all students enrolled in the Master of Science in Industrial Engineering and Management programme. The course introduces fundamental concepts and tools in management control and provides a foundation for more advanced studies in the field.

Coworkers

Organisation