Lisa Lundin

PhD student

Lisa's research involves how digitization influences all parts of a business and in particular the impact of digitalization on interactions between customers and companies and their offerings.

About me

Digitalization for Growth

Digitalization is making inroads in all parts of business, changing the way customers are interacting with suppliers and their offerings which requires new marketing activities and firms need to adapt to these changes to take advantage of the emerging opportunities.

This is what Lisa is currently studying. Her research primarily involves digitalization of interactions between customers and companies throughout the customer journey, before, during and after a purchase and especially in a Business-to-Business (B2B) contexts. She studies how B2B companies can leverage digital technology to manage the entire customer journey.

Publications

2024

Lisa Lundin, Daniel Kindström (2024) Managing digitalized touchpoints in B2B customer journeys Industrial Marketing Management, Vol. 121, p. 88-99 (Article in journal)

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2023

Lisa Lundin, Daniel Kindström (2023) Digitalizing customer journeys in B2B markets Journal of Business Research, Vol. 157, Article 113639 (Article in journal)

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2022

Harald Brege, Lisa Lundin, Daniel Kindström (2022) Multiactor touchpoints in the customer journey

Research

Research focus and interests

Customer journeys

Value can be created throughout the so-called customer journey, which can be explained as all touchpoints over time between a supplier and a customer, before, during and after and actual purchase.

Touchpoints

When a customer is in contact with the supplier or its offerings, digitally or physically and which together make up the total customer experience.

Digitalization

Advancements in digital services and the use of digital technologies are becoming increasingly important tools in a wide range of industries as companies find new ways to interact with customers to create value. Firms must therefore be able to identify, plan and facilitate opportunities for value creation with the aim of engaging customers at relevant points of interaction to build valuable business relationships.

Organisation

Project, Innovations and Entrepreneurship (PIE)

The Project, Innovations and Entrepreneurship (PIE) division conducts research, undergraduate education and commissioned activities in project management, innovation and entrepreneurship.

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.

Contact LiU

Contact Linköping University, LiU, and obtain the information you need.

News

Personal development comes with the job

“It’s fun and challenging to be a doctorate student. I enjoy doing research, and now I know it’s something I want to keep doing,” says Lisa Lundin. Her time at LiU has included research into digital customer journeys.

Creating a better digital customer experience

Digitalisation changes not only interactions between a supplier and a customer but also how a customer journey can be managed. Lisa Lundin, a PhD student in industrial marketing at LiU, has researched how a supplier can digitalise customer journeys.