Amie Gustafsson, PhD-student in Business Administration at Karlstad Business School and researcher at the Service Research Center (CTF), has been awarded the APA Doctoral Research Award by the American Phygital Association.
The prize is international and recognizes promising doctoral students who contribute to advancing the understanding of phygital science, a field focused on how the physical and digital worlds merge, and how this convergence affects both individuals and organizations. According to the jury’s motivation, Amie Gustafsson receives the award for her rigorous research, innovative thinking, and for providing a significant scientific contribution to the field.
Congratulations on the award, Amie, and the wonderful motivation behind it. Tell us more about why you were selected for this prize
– It is a combination of my dedication, the reputation I’ve built within the phygital community, and the scientific weight of my research. Receiving the 2026 APA Doctoral Research Award is recognition of my overall body of work, with particular emphasis on how my dissertation and published articles push the boundaries of what is known as phygital science.
– The jury especially highlighted my ability to think innovatively and conduct rigorous scientific research. This is rooted in the frameworks I have developed and published during the past year, including PH-WX (Phygital Work Experience) and Phygital Gap Analysis.
Tell us more about your research
– By analyzing how factors such as person, people, purpose and place (the four Ps) interact with design, data, device and decision (the four Ds), our research demonstrates how companies can bridge the gap between the physical and digital work environment. It is about moving away from seeing these as two separate worlds and instead creating a seamless experience that supports both employee well-being and organizational performance.
How does it feel to receive the APA Doctoral Research Award?
– It feels fantastic, and honestly a bit surreal! Receiving this kind of international recognition from an organization like the American Phygital Association, APA, which is truly at the forefront of technological and social development, is proof that my research is genuinely relevant. It is incredibly validating. As a doctoral student, you spend countless hours trying to understand complex phenomena, and to hear that your work is considered innovative and meaningful on a global stage gives an enormous boost ahead of the final stretch of the dissertation. It’s a real “pinch‑yourself” moment.
What does this award mean for the Karlstad Business School and CTF?
– For the Karlstad Business School and CTF at Karlstad University, this is a mark of quality. It shows that our research environment is of high international standard and that we are at the forefront of developing an entirely new scientific field, phygital science. It also increases international visibility and reinforces our position as a strong actor in research on digital transformation and the future of work. It shows that we are not just following developments, but helping to lead them. The fact that our research is cited and recognized globally helps attract collaborations, networks, and expertise to the region. It also confirms that the link between academia and practical application, an approach central to APA, truly delivers results.
