Teaching and research in marketing and strategy
My research focused on business models for commercial open source. The models I found, is now used by all players in the open source community. Nowadays, I am interested and teach about the brands within the B2B and SME. I meddle a little in open innovation and social media marketing.
Marketing, a lifelong interest
Marketing has always interested me. From me selling newspaper in the age of twelve, through role-playing conventions and student radio, to being a marketing manager of a company. This is also an area that is constantly evolving, thus making it interesting to follow.
Research on business models for commercial open source
I studied commercial open source companies and how their business models worked. I looked at, for example, the Swedish MySQL (now part of Oracle) and American Red Hat.
I found essentially two different business models. The Red Hat model, with subscription revenue models, is the leading commercial open source today. As the industry streamlined itself, business models were not as interesting to investigate further.
Brand’s significance for relationships of small and medium-sized enterprises
It is more interesting to explore the brand's importance to small and medium-sized companies working between companies Business-to-Business (B2B). I want to find out how much does minor corporate brands affect customers and suppliers.