Research
My research is about servitization, i.e. how manufacturing firms can develop their business by offering services. The focus of my research has been on how challenges related to servitization can be managed, when companies used to producing goods want to offer services.
My research focus on service innovation in small and medium sized enterprises, as well as remote services.
Teaching
I teach marketing on all levels, from undergraduate to doctoral level.
Collaboration
I cooperate with large multinational companies but also with small and medium sized, local, enterprises. Examples on companies that I cooperate with are Valmet, Swede Rehandling Systems, Inission and Cellcomb.
Selected publications
Löfberg, N., Åkesson, M., & Skålén, P. (2025). Realization and unrealization of servitization through everyday micro-level activities: The interplay between servitization practices, practitioners, and praxis. Industrial Marketing Management, 124, 195-211.
Åkesson, M., Löfberg, N., & Tronvoll, B. (2025). Enhancing customer experience in digital servitization: the impact of service-dominant logic. In Handbook of Service Experience (pp. 119-129). Edward Elgar Publishing.
Åkesson, M., Löfberg, N., Tronvoll, B., & Nissen, A. (2025). Value Co-creation Through Collaboration: The Case of Efficient Load Out. In Service Innovation and Management: Digitalization, Service Infusion and Customer Experience (pp. 59-70). Cham: Springer Nature Switzerland
Gremyr, I., Birch-Jensen, A., Kumar, M., & Löfberg, N. (2022). Quality functions' use of customer feedback as activation triggers for absorptive capacity and value co-creation. International Journal of Operations & Production Management, Vol. 42, No. 13, pp. 218-242.
Åkesson, M., & Löfberg, N. (2021). Service-dominant logic: a missing link in servitization research? In The Palgrave Handbook of Servitization (pp. 389-402). Palgrave Macmillan, Cham.
Palo, T., Åkesson, M., and Löfberg, N. (2019) “Servitization as business model contestation: A practice approach”. Journal of Business Research. Vol. 104, Nov, pp. 486-496.
Löfberg, N. and Åkesson, M. (2017) “Creating a service platform -How to co-create value in a remote service context”. Journal of Business and Industrial Marketing. Vol. 33, No. 6, pp. 768-780.