The Service Research Center (CTF)

Traditionally, the concept of “customer” refers to someone who buys something – but in a modern context, it includes all actors who create value together for each other. In the Interreg project Interregional Circularity in Central Scandinavia, researchers at Karlstad University want to broaden the perspective by also exploring circularity as collaborative value creation.

In service research, services are perceived as relationships rather than just a matter of transactions. By understanding and meeting customer needs, companies can create value in a more resource-efficient way. However, this requires more interactive relationships with customers who are looking for more than just products.

Martiina, tell us about your background

– I graduated with a master’s degree in marketing from the Turku School of Economics in Finland at the end of last year. During my studies, I developed an interest in sustainability themes, which I then explored further in my master’s thesis which focused on sustainable consumption.

What made you interested in applying for the PhD-position?

Hello there Linda, and congratulations on your new title as docent! Can you tell us about your research?

"Thank you! My research focuses on systematic and user-centred digitalisation with an emphasis on increasing knowledge about how organisations can harness the opportunities of digitalisation in a sustainable and value-creating way. Among other things, I investigate how digital technology can be used in interaction with organisations and individuals to create value-added services, products and processes.

Over Christmas and New Year, as well as during other big holidays, food takes centre stage and Swedish households tend to buy and prepare large quantities of food. Despite the fact that large sums are spent on food this time of year, a large part ends up being thrown away.

"Reflect, plan and buy smart! This will help you reduce waste," says researcher Helén Williams at Karlstad University.

Over-buying, buffets with food being left out for long periods and not stored properly, as well as the tradition of having many different dishes are some of the reasons why too much food ends up in the rubbish at Christmas. However, with simple measures, it is possible to reduce waste and save money.

– Companies that proactively organize for sustainability transitions in the construction industry require systemic business model innovation. Such, says Andrey Abadzhiev, new doctor in Business Administration.

Andrey Abadzhiev, you have recently defended your dissertation in business administration titled Managing business model innovation for sustainability transitions: Towards a theory-based typology – tell us about leading business model innovation in the transition to more sustainable solutions as you present in your dissertation.

This year, the event offered inspiring lectures and spirited conversations about three topics at the forefront of the transformation we are all in.

Rundgång, a shopping venue in Karlstad for reused items, has challenged views on second-hand goods and circular thinking. Emma Sundh, circular entrepreneur and project manager, described the importance of making reuse an attractive concept. 

- It’s a matter of skill, says Emma Sundh. We breathe new life into old things by making them look good again, and that keeps Rundgång interesting. We are not afraid to try new things, so we are constantly evolving.