About the Authors

Christian Kowalkowski is Professor of Industrial Marketing affiliated with the Institute of Technology at Linköping University in Sweden and Hanken School of Economics in Finland. Dr. Kowalkowski has developed Sweden’s first university course on servitization and has rapidly established himself as a leading authority in the field of B2B service strategy research. For over fifteen years, through research, consulting, and educational activities about service strategy and implementation, he has worked with market-leading multinationals in various product industries. His research has been published in over 50 articles and presented at academic and industry conferences in Europe, North America, Asia, and Australasia.

Wolfgang Ulaga is Senior Affiliate Professor of Marketing at INSEAD. Over the past twenty years, he has worked with B2B firms in diverse industries around the globe on designing and implementing service-growth strategies. Dr. Ulaga is a frequent keynote speaker in Europe, Asia, and North America. He regularly leads executive education programs and workshops on new service-business models, service innovation, service portfolio design, service pricing, and transforming industrial sales forces from product-centric to service- and solution-savvy sales organizations. Dr. Ulaga is a globally recognized thought leader of B2B service strategy. His work has been published in the most prestigious global journals, including Harvard Business Review and the Journal of Marketing. He has received numerous awards and recognitions for excellence in teaching and research, including an honorary doctorate from Turku School of Economics in Finland for his “pioneering, high-quality research on customer value and servitization strategies in the field of business-to-business marketing as well as his exceptional ability to combine the requirements of science to practical relevance both in academic research, executive education and teaching of marketing.”