Fredrik Nordin

Fredrik Nordin


Visa sidan på svenska
Works at Stockholm Business School
Telephone 08-16 33 09
Visiting address Kräftriket, hus 3, 7, 15 och 24
Room 2:344
Postal address Företagsekonomiska institutionen 106 91 Stockholm

About me

Fredrik Nordin is a full professor of business administration, specializing in marketing. He is currently also Head of the Marketing Section at Stockholm Business School. He has a Ph.D. in Business Administration from the Stockholm School of Economics (2005) and an M.Sc. degree in Vehicle Engineering from the Royal Institute of Technology (KTH) in Stockholm (1991). He has also studied Business Administration and Spanish at Stockholm University. Prior to his academic career, he spent more than ten years in various positions in business.


Fredrik has taught in a variety of areas, including service marketing, technology marketing, marketing theory, business-to-business marketing, purchasing, research methods, and organization theory. He has also supervised many bachelor's and master's theses and successfully supervised to completion several doctoral students' Ph.D. dissertations. In 2009-2011 he was in charge of the master's program in marketing and between 2011 and 2014 he was a director of studies at the master's and doctoral level.


Fredrik’s research interests lie primarily in the area of business-to-business marketing in industrial, innovative, and high-tech firms, focusing on how providers of technology products and services can help customers create value. He has focused on issues such as business relationships/networks, digitalization, servitization, solutions offerings, and innovation. In addition to developing theory, he has always tried to address issues of relevance to business practice. Usually, his research is qualitative, phenomenon-driven, and carried out in collaboration with companies. 

He is a member of the editorial boards of Industrial Marketing Management and Journal of Business Research and has co-organised a number of academic conferences in business administration and marketing, including NFF (2011) and CBIM (2017). He currently serves as a panel member of the Research Council for Culture and Society at the Academy of Finland.


A selection from Stockholm University publication database
  • 2017. Paul Viio, Fredrik Nordin. Journal of Business-to-Business Marketing 24 (2), 123-137

    Purpose: The purpose of this article is to conceptualize and discuss the phenomenon of a double-loop sales adaptation in sales and its practical application. The resultant framework is developed from existing academic literature on adaptation in sales and marketing and inspired by the concept of double-loop learning.Methodology/approach: The study adopted an abductive approach, iterating between the empirical world of two service firms and the theoretical world. The developed framework is refined with interview-based feedback from key informants in business-to-business organizations.Findings: This article develops a framework for double-loop sales adaptation, which combines adaptations of selling behavior with a sales mindset.Contribution: Although previous research recognizes adaptation as a central aspect of relationships, the link between adaptation and sales mindset has arguably been inadequate in the literature. Accordingly, this study focuses on sales adaptation occurring at the two levels of behavior and mindset.Implications for practice: The proposed framework provides sales practitioners with a model for adaptation in their customer relationships. By distinguishing between two sorts of adaptation, managers can optimize resource allocation to both benefit the company and strengthen the relationship among parties.

  • Fredrik Nordin (et al.). Industrial Marketing Management

    Due to their inherent uncertainty, emerging high-tech business fields require a unique set of network management capabilities. Drawing from the dynamic capabilities literature and the networking capability literature, we develop a framework for network management in such environments. The framework consists of three interrelated capabilities – context handling, network construction, and network position consolidation. A longitudinal case study of a start-up company in the smart energy sector validates and provides an illustrative understanding of the three capabilities. The findings identify how they are enacted through a portfolio of activities, providing a microfoundational insight into how a focal actor in an entrepreneurial and explorative manner navigates and manages a business field in the making. Our research contributes a novel conceptualization of network management capabilities with an explicit focus on attracting, establishing and managing relationships in the complex and uncertain environment of emerging high-tech fields. In addition, our research offers guidance to managers with respect to the capabilities they need to galvanize and coalesce actors in an emerging business network. 

  • 2016. Mikael Andéhn, Fredrik Nordin, Mats E. Nilsson. Journal of Consumer Behaviour 15 (3), 225-238

    The country-of-origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country's image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re-evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect. 

  • 2016. Fredrik Nordin, Annika Ravald. Journal of Business Research 69 (7), 2490-2497

    Prior research has failed to explain how practitioners manage relationship gaps, i.e., situations where the interests of the parties in the relationship no longer match. By adopting a practice-based research approach to explain empirical findings drawn from industrial (B2B) service contexts, this study contributes an explanatory framework of how practitioners handle relationship gaps in practice and what factors guide and shape their behaviors. This analysis is based on work life stories from practitioners at six different industrial companies and shows that relationship gaps are managed through four alternative gap management practices, each characterized by a specific set of activities. The practitioner's perception of the validity and feasibility of the available options guides the scope of action within which different sets of activities are enacted.

  • 2016. Danilo Brozovic, Fredrik Nordin, Daniel Kindström. Journal of service theory and practice 26 (6), 868-888

    Purpose - The purpose of this paper is to analyze the subject-specific literature on service and flexibility and derive a conceptualization of the linkages between provider flexibility and customers' value creation. Design/methodology/approach - The authors analyze existing perspectives on service and flexibility and propose linkages between provider flexibility and customer value creation. Findings - Drawing on the service logic literature, and utilizing real-world examples, this paper advances propositions and a conceptual model of how flexibility can contribute to value creation. Research limitations/implications - This paper establishes the basis for a practical and applicable flexibility perspective on value creation. It is particularly important for service-oriented providers and other firms operating in dynamic contexts. Practical implications - The propositions and conceptual model offer suggestions on the manner in which provider flexibility contributes to customer value creation. Contextual influences that moderate provider flexibility in value creation are also included. Originality/value - This paper contributes a novel perspective on service, which may serve as the starting point for the development of a more formal flexibility perspective on value creation.

  • 2015. Fredrik Nordin (et al.). Journal of Business Market Management 8 (2), 455-463

    This teaching case study focuses on SKF, a leading supplier of products, services and solutions. It consists of an overview of the company and then a narrative concentrating on the sudden loss of a large customer relationship. Moreover, it explores how central individuals devise various strategies to recover the relationship. The purpose is to stimulate a discussion concerning alternative ways for handling such relationship losses. The case is especially suited as a starting point for discussions of different marketing strategies and customer relationship tactics. Teaching notes are provided with discussion questions and possible answers. 

  • 2015. Danilo Brozovic, Annika Ravald, Fredrik Nordin. Journal of Services Marketing 29 (6-7), 634-644

    Purpose - The purpose of this paper is to explore the honeybee colony metaphor as a tool to make sense of the dynamics of service systems surrounding a service relationship. Design/methodology/approach - Based on qualitative case research, this study develops and applies the metaphor of honeybee colonies as a tool to analytically and discursively draw parallels between different aspects of honeybees and service systems surrounding a service relationship, focusing on the dynamic nature of both. Findings - The honeybee colony metaphor can serve as an analytical tool, helping managers to make sense of the dynamics of service interactions and, as a discursive tool, giving sense to the strategic implications of service providers' everyday activities. Research limitations/implications - Few metaphors, no matter how complex, can wholly capture reality. The honeybee colony metaphor describes the dynamics surrounding a service relationship at a comprehensive level. Further research can focus on the metaphor's particular aspects (the changing role of honeybees in the system, for example) or distortions (e.g. parasitic relationships). Practical implications - The honeybee colony metaphor illustrates the strategic importance of part-time marketers; they "pollinate" and "fertilize" the customers and properly assessed information that they report represents a basis for strategic decisions. Originality/value - The introduction of the honeybee colony metaphor in this paper provides a new lens for capturing the dynamic aspects of service systems surrounding a service relationship and the strategic implications derived from adopting a systemic outlook on service.

  • 2015. Paul Viio, Fredrik Nordin. Industrial Marketing Management 45, 47-48

    Relationships have been a central theme in marketing for a long time, both for academics and practitioners. Matikainen, Terho, Matikainen, Parvinen, and Juppo (2015--this issue)contribute to this area by investigating how relationship orientation (RO) adopted by the sales force in their activities influences the launch of the product and whether the product is accepted by the customer. While this fundamental idea is very much in line with what has been presented in other articles (see, e.g., Cooper, 1998, Di Benedetto, 1999, Hultink and Atuahene-Gima, 2000 and Langerak et al., 2004), their focus is more specific and their hypotheses are tested empirically. In short, they conclude that a firm's RO, which is operationalized through the activities related to sales force management (SFM) and relationship leveraging (RL), positively relates to customer acceptance (CA) and success in new product launch (NPL). The article thus contributes with interesting new knowledge, but also raises some questions and ideas for future research. While we agree with the central ideas in the article, we also wonder when the results are valid, e.g., in which industries and market conditions, and how the RO can be applied more specifically in sales. Hence, in the following commentary we discuss their framework in terms of its relevancy in various contexts and the more concrete application of it. Avenues for further research are also suggested.

  • 2013. Fredrik Nordin, Danilo Brozovic, Maria Holmlund. Journal of Business-to-Business Marketing 20 (4), 179-192

    Purpose: The aim of this article is to delineate a number of different disintermediation mechanisms within the context of business-to-business (B2B) service channels and to identify the specific challenges associated with adopting these mechanisms. Methodology: The research was conducted in accordance with abductive reasoning, moving continuously between the empirical world of 4 industrial (B2B) firms and the model world. Findings: This article delineates a choice of 6 disintermediation mechanisms and their attendant challenges within the context of industrial service channels. Contribution: The article provides an original conceptualization of disintermediation, which is detached from the traditional understanding of the concept. As such, it constitutes a useful starting point for the development of a formal theory of disintermediation. Implications for Practice: This article should be useful for practitioners, because it presents various disintermediation options available to industrial firms faced by undesired intermediaries in their industrial service channels.faced by undesired intermediaries in their industrial service channels.

  • 2013. Fredrik Nordin, Ingela Lindahl, Staffan Brege. Journal of Relationship Marketing 12 (1), 59-78

    The purpose of this article is to develop a conceptual model of the influences of product complexity on the applicability and adoption of solutions offerings as a marketing strategy. Qualitative data from in-depth interviews with executives at 7 furniture manufacturing firms were investigated and a conceptual model was developed. Based on the results, a model for relationships between different aspects of complexity and solutions is proposed and an expansion of the complexity concept suggested. The article expands the knowledge on both solutions strategy and complexity and may also guide managers in the development of their marketing strategies.

  • 2012. Daniel Kindström, Christian Kowalkowski, Fredrik Nordin. The journal of business & industrial marketing 27 (7), 538-546

    urpose – The purpose of this paper is to explore strategies for visualizing the value of service-based offerings in a B2B context. By taking a process perspective on the offering life cycle, this paper also aims at distinguishing which visualization strategies are most appropriate using at which life-cycle stages.

    Design/methodology/approach – The study employed a qualitative, multiple-case study research design involving five manufacturing firms.

    Findings – Primary findings are that firms need to make use of several different visualization strategies depending on, among other things, the key stakeholders and also where the firm's offering is currently positioned in the service-based offering life cycle.

    Research limitations/implications – While the empirical data is from only one sector – i.e. manufacturing – managers from other B2B sectors should have an interest in the results and the key aspects identified. Further research could also establish linkages to performance metrics.

    Originality/value – Visualization strategies have been relatively rarely studied from a B2B perspective, and the process dimension, especially, is novel.

  • 2010. Fredrik Nordin (et al.). Construction Management and Economics 28 (10), 1071-1083

    In this paper, we explore challenges in implementing innovations that require that companies establish new positions in a construction supply chain. Based on three in-depth case studies in the Swedish wood-working industry, it is concluded that different challenges arise depending on how the company establishes the new position (through organic growth, collaboration or acquisition), and whether the company moves backwards or forwards in the supply chain. Challenges are path-dependent on previous competencies and relationships, where technology-oriented companies have customer-related difficulties, and market-oriented companies’ challenges mainly arise out of technological solutions. Further challenges appear in establishing new relationships at new positions, and emerge from norms and understandings in established structures. We also elaborate on how managers may approach similar kinds of innovations, and build a new supply chain position in any context.

  • 2010. Fredrik Nordin, Christian Kowalkowski. Journal of Service Management 21 (4), 441-459

    Purpose – To offer a critical analysis of the literature of solutions offerings; to provide a new conceptual framework, incorporating dimensions that can distinguish between different kinds of solutions, and connect their different characteristics.

    Design/Methodology/Approach – A critical review of the relevant literature, both 28 contributions identified in a search of three major databases and a range of other published work for the broader perspective, illustrated by real-world examples.

    Findings – There is no unanimous and rigorous definition of solutions, but rather a number of often broad and generic descriptions that could be applied to a wide array of different offerings, if not generically.

    Research Limitations/Implications – The sample of subject-specific contributions to the literature may not have been sufficient, and a wider selection of keywords to identify them might have captured a richer variety of concepts and opinions.

    Originality/Value – This structured and critical review contributes to the literature on services and solutions, by developing a conceptual framework as a basis for future studies and current management strategy.

  • 2010. Ingela lindahl, Fredrik Nordin. Irish journal of management 30 (1), 1-20

    Although many authors emphasise the differences and potential confl icts between productdesign and marketing, there appears to be a disagreement in how to handle suchdifferences and confl icts within organisations. This paper presents a novel and generalmodel that focuses on how different practices relating to design (self-oriented or commerciallyoriented) and marketing (product-oriented or market-oriented/customer-led) maybe combined, and discusses the coordination of marketing and design when combiningthese practices. By introducing such a general model, this paper contributes with a newperspective on tensions and synergies that exist between design and marketing.

  • 2009. Fredrik Nordin, H Agndal. Benchmarking 16 (3), 316-334

    Purpose – The research on effects of outsourcing tends to focus on financial effects and effects at a country level. These are not the only consequences of outsourcing, though. When firms outsource functions previously performed in-house, they risk losing important competencies, knowledge, skills, relationships, and possibilities for creative renewal. Such non-financial consequences are poorly addressed in the literature, even though they may explain financial effects of outsourcing. Therefore, the purpose of this paper is to develop a model that enables the study of non-financial consequences of outsourcing.

    Design/methodology/approach – Based on a review of the literature on interdependencies between organizational functions, a main proposition is developed: given that savings gained from outsourcing are not reinvested in the organization, outsourcing of any function will negatively impact the capabilities of that and other functions in the organization. This proposition is broken down into sub-propositions, which are tested through a focus group study. Respondents include purchasing professionals with experience from best practice outsourcing.

    Findings – The initial proposition is developed through identification of variables mediating the proposed negative consequences of outsourcing. Mediating variables are broken down into four categories: variables relating to the outsourcer, the outsourcee, the relationship between the parties, and the context.

    Research limitations/implications – By developing a model for the study of non-financial consequences of outsourcing, this paper takes a step towards opening up an important avenue for future research.

    Originality/value – This paper contributes to the outsourcing field by not only considering non-financial effects, but also by drawing on examples of best practice outsourcing to identify ways in which potentially negative consequences of outsourcing may be managed.

  • 2009. Fredrik Nordin. Management Decision 47 (10), 1652-1664

    Purpose: To conceptualise, discuss and evaluate an emergent marketing philosophy, “transcendental marketing”, and its application in practice.

    Design/methodology/approach: A conceptual framework is grounded in the literatures of marketing practice and leadership styles, and refined by reference to two case examples.

    Findings: There is scope, limited at present but promising in the longer term, for moving marketing strategy onwards from the relational and transactional models to one in which the focus is on exchange of values beyond self-interest between “transcendent marketers” and consumers motivated by “self-transcendence”.

    Research Implications: Since this article is only a first attempt to develop an understanding of this alternative approach to marketing, social and cultural trends in society provide a strong impetus for the further conceptual development of the transcendental marketing concept and assessment of its use and usefulness in the real world.

    Practical implications: The proposed conceptual framework provides marketing strategists with a template for a radically different approach to marketing management, which offers the potential for enduring customer loyalty.

    Originality/value: This paper contributes a radically new perspective on marketing, supported by empirical examples of two firms that have pioneered it.

  • 2007. Henrik Angdal (et al.). Journal of Business Market Management 1 (3), 187-207
  • 2006. Fredrik Nordin. Industrial Marketing Management 35 (2), 116-127

    The extant literature on alliances tends to neglect the effects of intraorganisational relationships within each alliance partner on the implementation of the alliance. To address this gap, this paper investigates both interorganisational and intraorganisational conflicts occurring during the implementation of a service alliance and aims at developing categories of conflicts as well as analysing how these conflict categories affect the implementation of the alliance. Thus, the overall purpose is to contribute to our understanding of implementation issues in alliances for the delivery of services. In order to do so, one case of a high-technology alliance has been studied longitudinally, with the researcher acting as a participant observer. Three interrelated categories of conflicts are developed through an analysis of the data: 1) the scope of the alliance, 2) the customer relationship, and 3) the implementation process. One important conclusion of this study is that the perspectives of several of the stakeholders, including the customers indirectly involved in the alliance, should be included when implementing service alliances.

  • 2006. Fredrik Nordin. Leadership & Organization Development Journal 27 (4), 296-315

    Purpose – Describes challenges and problems of outsourcing services at firms that are also adopting service logic and, based on an empirical study, provides lessons regarding how they can be managed.

    Design/methodology/approach – One in-depth longitudinal study of a leading systems provider has been carried out and data from between 1997 and 2003 has been utilised, consisting of 92 interviews, documents, and insider observations. Over 20 outsourcing projects were studied and the analysis was conducted both for the individual projects and across the different projects, in an iterative cycle back and forth between data on different levels and between data and theory. The aim was to search for patterns in the observed processes and glean lessons related to the outsourcing of services on an organisational level.

    Findings – Based on a literature review, three outsourcing challenges and how they should be managed are presented: the internal change challenge, the strategy formation challenge, and the customer-relationship challenge. Four selected project stories are then presented; illustrating empirically how the outsourcing challenges can be managed. The project stories illustrate how difficult it can be to select a detailed sourcing strategy and implement it in a linear fashion.

    Practical implications – Three main lessons learned during the research are described. First, the change process should be iterative and interactive. Second, all outsourcing and partnering initiatives should be coordinated. Third, the customer-relationship should be nurtured during the outsourcing process.

    Originality/value – An unusual in-depth study of the process and challenges of outsourcing product services at an industrial firm; providing rich illustrations and empirically-based advice regarding how the challenges of outsourcing can be managed.

  • 2006. Fredrik Nordin, P Åhlström. Journal of Purchasing and Supply Management 12 (2), 75-89
  • 2005. Fredrik Nordin. International Journal of Physical Distribution & Logistics Management 35 (8), 576-594
  • 2004. Fredrik Nordin. Journal of Change Management 4 (4), 339-350

    The purpose of this paper is to identify issues encountered when adopting service logic at an industrial firm in collaboration with suppliers. A second purpose is to investigate how the implementation of supply relationships affects the adoption process. Case research has been conducted at a multinational systems provider in the midst of the change process, introducing relationship-based and process-oriented services with the support of several suppliers and partners. Several issues are identified and three main conclusions are drawn. First, that issues previously identified by other researchers may be generalised to include firms that have gone further in their adoption processes. Second, implementing supply relationships can be an important issue for the adoption of service logic and may impede the overall adoption of service logic. Third, the strategy itself (service or sourcing) seems to be an important issue; difficult to formulate and difficult to implement if formulated. A final conclusion is that a double-loop composed of a participative loop and an authoritarian loop seems to be a fruitful approach to managing the adoption process.

  • 2013. Fredrik Nordin.
  • 2011. Fredrik Nordin (et al.). Journal of Service Management 22 (3), 390-408

    Purpose - The purpose of this paper is to examine the risks for manufacturing companies of extending their traditional goods offerings by the addition of different kinds of services. Design/methodology/approach - The study develops a conceptual framework of nine propositions (and corresponding diagrammatic representations) of the relationships between: three kinds of risk (operational, strategic, and financial); and three strategies for the provision of added service (customisation, bundling, and broadening the range of offerings). This conceptual framework is examined empirically by qualitative analysis of data gathered in a three-year longitudinal study of managerial representatives from nine multinational manufacturing firms engaged in the addition of services to their traditional goods offerings. Findings - It was found that eight of the nine propositions are fully supported, and one receives equivocal support. In addition, several contextual factors are identified as moderating influences on the relationships between the three categories of service offering and the three classes of risk. Research limitations/implications - The study provides an original conceptual framework and nine research propositions that represent a useful starting point for the development of a formal theory of the risks of providing services. Practical implications - The conceptual framework provides guidance for managers' assessments of the risks accompanying the infusion of added services to the traditional goods offerings of manufacturing companies. Originality/value - The paper provides a novel conceptualisation of service innovation and attendant risk.

Show all publications by Fredrik Nordin at Stockholm University

Last updated: November 7, 2018

Bookmark and share Tell a friend