Stockholm university

Fredrik NordinProfessor, Head

About me

I serve as the Head of Stockholm Business School and hold the position of Full Professor in Business Administration with a specialization in marketing. My academic journey includes the completion of a Ph.D. in Business Administration from the Stockholm School of Economics in 2005. Additionally, I earned an M.Sc. degree in Vehicle Engineering from the Royal Institute of Technology (KTH) in Stockholm in 1991. My educational background also encompasses studies in Business Administration and Spanish at Stockholm University.

Before embarking on my academic career, I gained valuable professional experience in various domains. This includes contributions to the development of aircraft, as well as involvement in service and equipment sourcing for the telecommunications industry.


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


My research interests lie primarily in the area of marketing in innovative, and high-tech firms, focusing on how providers of technology products and services can help customers create value. I have focused on issues such as business relationships/networks, digitalization, emerging technologies, servitization, solutions offerings, purchasing/outsourcing, innovation, and managerial decision-making in marketing. In my research, I attempt to address issues that are also of relevance to business practice. Usually, my research is qualitative and phenomenon-driven, often carried out in collaboration with companies. It has appeared in highly regarded academic journals such as Industrial Marketing Management, Journal of Business Research, Journal of Service Management, and Journal of Business and Industrial Marketing.  

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


Nordin, F., & Ravald, A. (2023). The making of marketing decisions in modern marketing environments. Journal of Business Research, 162.

Yakhlef, A. and Nordin, F. (2021). Effects of firm presence in customer-owned touch points: a self-determination perspective. Journal of Business Research, 130(June), pp. 473-481 

Nussipova, G, Nordin, F., and Sörhammar, D. (2020), “Value formation with immersive technologies: an activity perspective”, Journal of Business & Industrial Marketing, 35(3), pp. 483-494.

Nordin, F. and N. Kumar (2019). "Guest editorial", Journal of Business & Industrial Marketing.

Nordin, F. and Lindbergh, J. (2019). "Foreign market learning: an integrative model of its antecedents, processes, and outcomes", Journal of Business & Industrial Marketing, 34(6) pp. 1248-1258.

Kumar, N., F. Nordin, and M. A Hitt (2019). “Leveraging learning in distant contexts: an interview with Professor Michael A. Hitt”, Journal of Business & Industrial Marketing, 34(6), pp. 1248-1258.

Kumar, N., Yakhlef, A., and Nordin, F. (2018). “Validation of organizational innovation as a creative learning process”, Journal of Business & Industrial Marketing,

Nordin, F., Ravald, A, Möller, K, and Mohr, J (2018). “Network management in emergent high-tech business fields: Critical capabilities and activities” Industrial Marketing Management 74: 89-101.

Viio, P. and F. Nordin (2017). "Double-Loop Sales Adaptation: A Conceptual Model and an Empirical Investigation." Journal of Business-to-Business Marketing, 24(2), pp. 123-137,

Nordin, F. and A. Ravald (2016). "Managing relationship gaps: A practitioner perspective." Journal of Business Research, 69(7), pp. 2490-2497.

Brozovic, D., F. Nordin and D. Kindström (2016). "Service Flexibility: Conceptualizing Value Creation in Service." Journal of Service Theory and Practice, 26(6), pp. 868-888,

Brozovic, D., A. Ravald and F. Nordin (2015). "Making sense of service dynamics: the honeybee metaphor." Journal of Services Marketing 29(6/7): 634-644.

Nordin, F., D. Brozovic, C. Kowalkowski and M. Vilgon (2015). "CASE: Managing Customer Relationship Gaps at SKF." Journal of Business Market Management 2: 455-463

Nordin, F., D. Brozovic, C. Kowalkowski and M. Vilgon (2015). "Teaching note for case: Managing Customer Relationship Gaps at SKF." Journal of Business Market Management 2: 464-475.

Andéhn, M., F. Nordin and M. E. Nilsson (2015). "Facets of country image and brand equity: Revisiting the role of product categories in country‐of‐origin effect research." Journal of Consumer Behaviour.

Nordin, F., Brozovic, D, and Holmlund M. (2013). “Disintermediation in business-to-business service channels: Mechanisms and challenges”. Journal of Business-to-Business Marketing 20(4): pp. 179-192.

Nordin, F., Lindahl, I., and Brege, S. (2013). “The applicability of integrated solutions: exploring the role of technological complexity”. Journal of Relationship Marketing, 12(1), 2013.

Kindström, D., Kowalkowski, C, and Nordin, F. (2012). “Visualizing the value of service-based offerings – empirical findings from the manufacturing industry”, Journal of Business & Industrial Marketing, 27(7), pp. 538-546.

Lindahl, I. and Nordin, F. (2011). “The Interplay of Design and Marketing: A General Model. Irish Journal of management”, 30(1), pp. 1-20.

Nordin, F., Kindström D., Kowalkowski, C. and Rehme, J. (2011). “The Risks of Providing Services: Differential Risk Effects of the Service-Development Strategies of Customisation, Bundling, and Range”. Journal of Service Management, 22(3), pp. 390-408.

Nordin, F., Öberg, C., Kollberg, B. and Nord, T. (2010). “Building a new supply chain position: An exploratory study of companies in the timber-housing industry”. Construction Management and Economics, 28(10), pp. 1071-1083.

Nordin, F. and Kowalkowski, C. (2010). “Solutions offerings: a critical review and re-conceptualisation”. Journal of Service Management, 21(4), pp. 441-459.

Nordin, F. (2009). “Transcendental Marketing: A Conceptual Framework and Empirical Examples”, Management Decision, 47(10), pp. 1652-1664.

Agndal, H., and Nordin, F. (2009). “Consequences of Outsourcing for Organisational Capabilities: Some Experiences from Best Practice”. Benchmarking: An International Journal, 16(3), pp. 316-334.

Nordin, F. and Agndal, H. (2008). “Business Service Sourcing: A Literature Review and Agenda for Future Research”. International Journal of Integrated Supply Management, 4(3/4), pp. 378-405.

Nordin, F. (2008). “Linkages between service sourcing decisions and competitive advantage: a review, propositions, and illustrating cases”. International Journal of Production Economics, 114(1), pp. 40-55.  

Lindberg, N. and Nordin, F. (2008). ”From Products to Services and Back Again: Towards a New Service Procurement Logic”. Industrial Marketing Management, 37(3), pp. 292-300.

Agndal, H., Axelsson, B., Lindberg, N. and Nordin, F. (2007). “Trends in Service Sourcing Practices”. Journal of Business Market Management, 1(3), pp. 187-207.  

Åhlström, P. and Nordin, F. (2006). “Problems of Establishing Service Supply Relationships: Evidence from a High-Tech Manufacturing Company”. Journal of Purchasing and Supply Management, 12(2), pp. 75-89.

Nordin, F. (2006). “Outsourcing services in turbulent contexts: Lessons from a multinational systems provider”. Leadership and Organization Development Journal, 27(4), pp. 296-315.

Nordin, F. (2006). “Identifying Intraorganisational and Interorganisational Alliance Conflicts - A Longitudinal Study of an Alliance Pilot Project in the High Technology Industry”. Industrial Marketing Management, 35(2), pp. 116-127.

Nordin, F. (2005). “Searching for the Optimum Product Service Distribution Channel: Examining the Actions of Five Industrial Firms”. International Journal of Physical Distribution and Logistics Management, 35(8), pp. 576-594.

Nordin, F. (2004). “Managing the Process of Adopting Service Logic in Collaboration with Suppliers”. Journal of Change Management, 4(4), pp. 339-350.