In today’s competitive global markets, simply making a great product is not enough. To achieve profitable growth and stand out among competitors, companies must strategically compete through innovative services and customer solutions.

Christian Kowalkowski is Professor of Industrial Marketing at the Institute of Technology at Linköping University, and affiliated with CERS, Centre for Relationship Marketing and Service Management, at Hanken School of Economics in Helsinki. As the only Sweden-based scholar in Economics and Business, he is on the 2022 Clarivate Highly Cited Researcher list.

Christian Kowalkowski has rapidly established himself as a leading authority in the field of B2B service strategy research. For over 15 years, through research, consulting, and educational activities about service strategy and implementation, he has worked with market-leading multinationals in various product industries. His research has been published in over 50 scholarly papers and presented at academic and industry conferences in Europe, North America, Asia, and Australasia. Christian is currently studying the interplay between digitalization and servitization, and the emergence of new business models based on circular economy thinking.

In the book Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business (2017), professors Christian Kowalkowski and Wolfgang Ulaga share their practical twelve-step roadmap for crafting and executing a successful service-growth strategy—based on hands-on experience of working with companies and solid research. Service Strategy in Action is the leading book for industry executives on the topic and it has been translated to Italian and Japanese.

Online presence

Twitter @C_Kowalkowski



Undergraduate, post-graduate and executive education. I am currently responsible for the Master's level courses in Industrial Service Development and Industrial Marketing & Supply Chain Management. I share the responsibility for the PhD course in Orientation to Research Methodology and I have been the examiner for the PhD course Service Innovation Theory and Research at Hanken School of Economics and the KATAJA PhD course Service Infusion in Manufacturing.


Christian Kowalkowski's current research is concerned with service growth in product firms, solutions marketing, business model innovation, and dynamics of value propositions. He serves as Associate Editor of Journal of Services Marketing, the Expert Research Panel Chair on Servitization of Journal of Service Management, and as Editorial Board Member of Industrial Marketing ManagementJournal of Business ResearchJournal of Business & Industrial Marketing, and Journal of Service Research.

He has published in journals such as European Journal of MarketingIndustrial Marketing ManagementJournal of Business ResearchJournal of Business & Industrial MarketingJournal of Business-to-Business MarketingJournal of Service Management, and Journal of Service Research. He received a three-year research grant from the Jan Wallander and Tom Hedelius Foundation for his doctoral dissertation Managing the Industrial Service Function.

Research Projects

  • CarE-Service: Circular Economy Business Models for innovative hybrid and electric mobility through advanced reuse and remanufacturing technologies and services, (Horizon 2020) 2018-2020
  • Value Creation in Innovative Service Systems: A Research Project on the Dynamics of Service Transition Processes in Industrial Networks, Principal Investigator, Riksbankens Jubileumsfond (Bank of Sweden Tercentenary Foundation), 2016-2018
  • Resource-efficient and effective solutions based on a circular economy thinking (REES) 2015-2019
  • Service Innovation for Sustainable Business 2012-14
  • Flexible Business Models for Competitive Advantage (Flexkraft) 2010-13
  • Developing Industrial Offerings (DInO) 2006-09
  • Industrializing After-Sales Services (IASS) 2004-06

Supervisor for

Books and Publications

Selected Publications

Recent Publications



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