Jawwad Raja

As Associate Professor at the Department of Operations Management, Jawwad Raja investigates how manufacturing firms transform from selling products to delivering integrated services and solutions. His work sheds light on the organizational designs, pricing models, and communicative processes that enable digital servitization, supporting companies to thrive in changing markets and deliver greater value to customers and society. 

 In studies on front‑ and back‑end configurations, frame reframing, and employee satisfaction during service transitions, he uncovers how firms can restructure while navigating tensions and aligning with customer needs across contexts. 

 His most recent research includes modeling new servitization business models in SMEs and exploring pricing strategies in industrial B2B markets, contributing directly to innovation in small and medium‑sized enterprises and sustainable business growth. 

 Jawwad is driven by bridging practice and academia—his research helps organisations craft sustainable, people-centred transformations. He also teaches courses on change management, logistics and servitization to prepare future leaders for the complex challenges of global operations.