Photo of Christian Kowalkowski

Christian Kowalkowski


My research focuses on service growth strategies, service innovation, the interplay between digitization and servitization, B2B platforms, and business model innovation.


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 and 2023 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



9.5 million for research on service innovations

LiU have received 9.5 million SEK from the Marianne and Marcus Wallenberg Foundation. The research grant will be used to examine how companies can utilise digital technology and data to create new and useful services

Autumn at the Campus Valla and bikes.

Research at IEI holds a high standard

Stanford University has recently released an updated list of the top two percent most cited researchers globally, and it is gratifying to note that once again, several distinguished researchers from IEI are represented on the list.

Luxury fashion store front in modern shopping mall

Luxury brands practice 'green-hushing' to retain customers

Does the sense of luxury and opulence disappear when an exclusive item is marketed as green or sustainable? A new  research reveals that European luxury brands downplay their environmental and sustainability efforts to avoid losing customers.


Christian Kowalkowski's current research is concerned with servitization, service innovation, B2B platform strategies, and business model innovation. 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

  • Data-Driven Service Transformation in Industrial Ecosystems, Principal Investigator (Marianne and Marcus Wallenberg Foundation), 2024-2028
  • B2B Data Sharing for Industry 4.0 Machine Learning (ELLIIT), 2021-2025
  • 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

Books and Publications

Cover of publication 'bok cover with Japanese text'
Christian Kowalkowski, Wolfgang Ulaga, Keiko Toya, Masaaki Mochimaru (2020)
Cover of publication 'Book cover in marketing'
Daniel Kindström, Christian Kowalkowski, Anders Parment (2021)

Selected Publications

Cover of publication ''
Anu Helkkula, Christian Kowalkowski, Bård Tronvoll (2018)

Journal of Service Research , Vol.21 , s.284-301 Continue to DOI

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Mario Kienzler, Christian Kowalkowski (2017)

Journal of Business Research , Vol.78 , s.101-110 Continue to DOI

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Christian Kowalkowski, Heiko Gebauer, Bart Kamp, Glenn Parry (2017)

Industrial Marketing Management , Vol.60 Continue to DOI

Recent Publications


Christian Kowalkowski, Wolfgang Ulaga (2024) Subscription offers in business-to-business markets: Conceptualization, taxonomy, and framework for growth Industrial Marketing Management, Vol. 117, p. 440-456 Continue to DOI


Jonas Holmqvist, Christian Kowalkowski (2023) Traceability in luxury: Harnessing B2B relationships to enhance ethical practices in the luxury industry Industrial Marketing Management, Vol. 111, p. 257-267 Continue to DOI
Christian Kowalkowski, Jochen Wirtz, Michael Ehret (2023) Digital service innovation in B2B markets Journal of Service Management Continue to DOI
Jochen Wirtz, Christian Kowalkowski (2023) Putting the "service" into B2B marketing: Key developments in service research and their relevance for B2B Journal of business & industrial marketing, Vol. 38, p. 272-289 Continue to DOI


Mario Joao Guedes, Pankaj C. Patel, Christian Kowalkowski, Pejvak Oghazi (2022) Family business, servitization, and performance: Evidence from Portugal Technological forecasting & social change, Vol. 185, Article 122053 Continue to DOI

Supervisor for PhD students


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.