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“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.

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.