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Mikael Ottosson

Senior Associate Professor

Affärsutveckling i industriföretag kopplat till marknadserbjudandet, hållbarhet och företagsstrategi.

Business development in industrial companies linked to the market offer, sustainability and corporate strategy.

My main research is in the field of industrial marketing linked to how industrial companies can develop their market strategies and market offer. More specifically, I have experience in research projects with companies and stakeholders from, for example, the forest industry, the steel industry, the energy industry, the biogas sector and the agricultural sector. I have also done a lot of research on how companies handle increased demands on sustainability. Furthermore, I have also researched on sustainable consumption.

I have published in journals such as Industrial Marketing Management, Journal of Service Management, Journal of Retailing and Consumer Services and Journal of Industrial Ecology. I have received research funding from Riksbanken's anniversary fund, Vinnova, and the Swedish Energy Agency.

I was Head of the Division for Business administration between 2017-2019. Today, I am Head of the Unit for Strategy and marketing.

Publications

2026

Andrea Fried, Josefine Rasmussen, Mikael Ottosson, Henrik Nehler (2026) Professional hybridization among management accountants: Navigating paradoxical tensions in environmental sustainability Management Accounting Research, Vol. 68, p. 100958-100958, Article 100958 (Article in journal) Continue to DOI

2025

Alexander Flaig, Hugo Guyader, Mikael Ottosson (2025) Design-Oriented stakeholder engagement in service ecosystems Journal of Business Research, Vol. 191, Article 115255 (Article in journal) Continue to DOI

2024

Pia A. Albinsson, Hugo Guyader, Mikael Ottosson, Anders Parment (2024) Marketing and Sustainability: Contradiction or the Path to Profitable Businesses and Sustainable Societies
Mikael Ottosson, Johnny Danell (2024) Categorization, identification, and analysis of barriers to market growth in biogas solutions - The case of Sweden Journal of Cleaner Production, Vol. 476, Article 143759 (Article in journal) Continue to DOI
Alexander Flaig, Hugo Guyader, Mikael Ottosson (2024) The Role of Stakeholder Engagement in Design Processes of a Sustainable Service Ecosystem

Supervision

I am a supervisor for:

Photo of Alexander Flaig

Alexander Flaig

Associate Professor

News

Man som föreläser.

The story of the European biogas must reach out

Biogas technology works. But it is not just technical sophistication that will determine whether biogas solutions are adopted on a large scale. They are part of an entire societal system. Read more about the Biogas Study Trip 2025 here!
Maria Johansson and Ksenia Onufrey.

Energy and innovations boost the Swedish paper industry

The Swedish pulp and paper industry could significantly improve its competitiveness by linking innovation with savings in energy consumption. This is the conclusion of recently completed research project at LiU.
Hugo Guyader in Zoommeeting.

First Swedish textbook on Marketing & Sustainability

Two researchers and teachers at Linköping University have written the first Swedish textbook that links marketing and sustainability. The book criticises to a certain extent the course literature that currently dominates education in marketing.

Organisation

International food market in Linköping

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.
Campus Valla overview.

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.
Studenthuset on Campus Valla in Linköping

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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