Photo of Daniel Kindström

Daniel Kindström


My current research focus on proactive market strategies, business model innovation,
and servitization.


Daniel Kindström is Professor of Industrial Marketing at Linköping University. Daniel’s research primarily revolves around market shaping, business model innovations and the implementation of proactive market strategies. He is also interested in research within the areas of the servitization of manufacturing industries and value proposition.

Currently he is involved in research focusing on growth strategies in SMEs, and on proactive market shaping and how companies can shape their markets in order to enable new value (co-)creation practices. He has published extensively in journals such as Journal of Service Research, Industrial Marketing Management, Journal of Business Research and Journal of Service Management, as well as several books and book chapters.

He is an editorial board member of the Journal of Business Research and the Journal of Service Management.

Daniel has furthermore been invited as keynote speaker at several conferences and several companies and finally has been the project leader for several large multi-actor projects involving multiple industrial companies, as well as researchers and institutions.

Areas of Specialisation 

  • Servitization
  • Business model innovation
  • Market shaping / Proactive market strategies

Selected research projects

  • Proactive market shaping
    Project leader, 2019-2021
  • Hidden champions in Swedish industry
    Project leader, 2018-2020
  • Growth-leadership in SMEs
    Project leader, 2016-2019
  • Custoval – Developing
    World-class Customer Value
    Project leader, 2013-2016
  • Energy Services
    Project leader, 2012-2014

  • Service innovation
    Project leader, 2012- 2013
  • Flexkraft – Flexible business models
    Co-project leader, 2007-2009
  • DiNO – Developing Industrial Offerings
    Project leader, 2004-2006


Daniels teaching is primarily carried out in the area of strategic management, marketing, servitization, and business model innovation. In this he has developed several new courses and serves in several administrative positions at various Master’s programs at Linköping University. He is primarily teaching at a Master’s level including the supervision of master theses. In addition Daniel also teaches doctoral courses and supervises several doctoral candidates.



Lisa Lundin, Daniel Kindström (2023) Digitalizing customer journeys in B2B markets Journal of Business Research, Vol. 157, Article 113639 Continue to DOI
Daniel Kindström, Hannu Makkonen, Valtteri Kaartemo (2023) Delineating the fuzzy front end of market shaping Industrial Marketing Management, Vol. 112, p. 51-59 Continue to DOI


Harald Brege, Lisa Lundin, Daniel Kindström (2022) Multiactor touchpoints in the customer journey
Daniel Kindström, Per Carlborg, Tomas Nord (2022) Challenges for growing SMEs: A managerial perspective Journal of small business management (Print) Continue to DOI


Alexander Flaig, Daniel Kindström, Mikael Ottosson (2021) Market-shaping phases: a qualitative meta-analysis and conceptual framework AMS Review, Vol. 11, p. 354-374 Continue to DOI