Lars Witell

Publications

2026

Hannah Snyder, Per Carlborg, Lars Witell (2026) From in-company to industry platforms: A process model of B2B platform transformation Industrial Marketing Management, Vol. 138, p. 127-141 (Article in journal) https://dx.doi.org/10.1016/j.indmarman.2026.10.002

Nina Veflen, Lars Witell, Lars Fuglsang (2026) Loneliness and the Customer Journey: Toward a Framework for Customer Experience Management Psychology & Marketing, Vol. 43, p. 3265-3278 (Article, review/survey) https://dx.doi.org/10.1002/mar.70220

Hugo Guyader, Lars Witell (2026) The Sharing-Participation Chain: Debunking Participation in The Sharing Economy 2026 AMA Winter Academic Conference (Conference paper)

Anissa Fedji, Tor Wallin Andreassen, Lars Witell (2026) The innovation-sustainability nexus: how communication channels shape perceptions and outcomes Journal of Service Management, Vol. 37, p. 373-393 (Article in journal) https://dx.doi.org/10.1108/JOSM-04-2025-0186

Paul W. Fombelle, Clay M. Voorhees, Amie Gustafsson, Lars Witell, Anders Gustafsson (2026) The effects of unconditional gifts on customer-firm relationships Journal of the Academy of Marketing Science, Vol. 54, p. 557-578 (Article in journal) https://dx.doi.org/10.1007/s11747-025-01129-x

Research

Data-Driven Service Transformation in Industrial Ecosystems

The overall aim of this project is to explain how data-driven service transformations are altering markets and value creation for businesses, industrial ecosystems, and society.

Overcoming behavioral barriers towards consumer product remanufacturing, STIGMA

The STIGMA project tackles waste prevention and product life extension issues and illuminates circular solutions to enable continuous product use/reuse, such as Product as a Service (PaaS) and Remanufacturing.

Remanufacturization

The project will support B2C manufacturers in the transition towards remanufacturing by developing and improving manufacturers' remanufacturing ecosystems as well as investigating the remanufacturing potential of consumer products.

News

Customer confidence is crucial to how new technology is received

As customers, we can become both satisfied and more interested when a company offers digital, innovative services, such as an AI-based solution. At the same time, this can make us reject those services.

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

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.

IEI researchers among the world´s most cited

Stanford University has recently published an update of the list of the two percent most cited scientists in the world. And again several researchers at IEI are on the list.

How to cope with rejections

“No interest to anyone” Nearly all researchers have articles rejected, but the decision can be formulated in different ways. Lars Witell has written an article about rejections, where he examines the issue from three points of view.

Sustainable food production and the art of expanding the ecosystem

Global food needs are increasing. In the short term, agriculture requires better conditions. In the long term, we must transform how business is done for a sustainable society – with green services, according to LiU researchers in business marketing.

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Organisation

Business Administration (FEK)

Business Administration is a division at the Department of Management and Engineering. The division offers education on undergraduate, masters, and PhD levels, and is an active research environment.

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.

About LiU

Linköping University, LiU, offers innovative education and boundary-crossing research. The students are among the most desirable in the labour market and international rankings consistently place LiU as a leading global university.

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