Guest researcher in SISB

In August Ph D Nancy Sirianni, Assistant Professor of Marketing at Northeastern University, USA, visited CTF. The purpose of her visit was to work on a project within the research profile SISB together with Tetra Pak.

Anders Gustafsson, Bo Femtvik, Lars Witell and Nancy SirianniDuring her visit, Nancy Sirianni worked with researchers Lars Witell and Anders Gustafsson, CTF, and Bo Femtvik, Tetra Pak, on a project that involve the employee’s role in service innovation. A special focus is on how the employees become a catalyst to transform a brand from product orientation to service orientation.
- I see a risk when an employee, for example a salesperson and a service technician, doesn’t feel comfortable in the new situation and thus does not act in a genuine way towards the customer. Our project can provide an insight into how to see and measure such behavior, how to understand the underlying causes and to understand what can be done to improve the situation, says Bo Femtvik, Tetra Pak.
CTF has a large network of international researchers whom the researchers collaborate with in a number of research projects. One example is the collaboration with Nancy Sirianni within SISB.
Service Innovation for Sustainable Business, SISB
The research profile SISB spans over the period 2011-2019 and is funded by the Knowledge Foundation, Karlstad University, Ikea, Ericsson, Volvo, Löfberg, Ica Maxi, Tetra Pak and Stamford. In cooperation with participating companies, researchers are working on understanding and mapping out parts of service innovation, how service innovation come in and changes the industry fundamentally.
Read more about the research in SISB here.