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 recent 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. (2014) ”Service Orientation in Manufacturing Firms: Understanding Challenges with Service Business Logic”. Karlstad University Studies, ISSN 1403-8099; 2014:30. Dissertation.
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. In press.
Löfberg, N., Witell, L., and Gustafsson, A. (2015) “Service maneuvers to solve the challenges of servitization in a value network”. Production Planning and Control, Vol. 26, No 14/15, pp. 1188-1197.
Gremyr, I., Witell, L., Löfberg, N., Edvardsson, B., and Fundin, A. (2014) ”Understanding new service development and service innovation through innovation modes”. Journal of Business & Industrial Marketing, Vol. 29, No. 2, pp. 123-131.
Gremyr, I., Löfberg, N. and Witell L. (2010) “Service innovations in manufacturing firms”. Managing Service Quality, Vol. 20, No. 2, pp. 161-175.
Löfberg, N., Witell, L. and Gustafsson, A. (2010) “Service strategies in a supply chain”. Journal of Service Management, Vol. 21, No. 4, pp. 427-440.
Davidsson, N., Edvardsson, B., Gustafsson, A. and Witell, L. (2009) “Degree of service-orientation in the pulp and paper industry”. Int. J. Services Technology and Management, Vol. 11, No. 1, pp.24–41.