My research and teaching interests focus on service growth in manufacturing, business model innovation, the interplay between servitization and digitalization, solutions marketing, and value creation strategies. I am the author of Service Strategy in Action (www.ServiceStrategyInAction.com), the leading book for industry executives on how to navigate the transition from a goods-centric to a service-savvy business model.For 20 years, through research, consulting, and educational activities about service strategy and implementation, I have worked with market-leading multinationals in various product industries. I have developed Sweden's first university course on Industrial Service Development and teach MSc, MBA, Executive MBA, and PhD classes.I am Subject Editor (Servitization) for the Journal of Service Management, associate editor of the Journal of Services Marketing, and an editorial board member for such journals as Industrial Marketing Management, Journal of Business Research, and Journal of Service Research.