Themes on competitiveness

In this section we present our themes on competitiveness related issues. Please contact the theme facilitator or us if you would like to join other researchers working on a particular theme.

Themes on competitiveness

We are pleased to announce that we have several competitiveness related themes in place. By engaging faculty across all of CBS, the purpose of themes is to develop cross-disciplinary collaborations among dynamic groups of researchers engaging in important areas where they can work with competitiveness from different angles.

Each theme is coordinated by a facilitator. The facilitators and CBS Competitiveness would like to hear from you, if you would like to become involved with the themes. Should you have any ideas for activities, comments or questions relating to any of the themes, you are more than welcome to contact us or the facilitator of the theme directly.

Below you can read more about the already established themes on competitiveness. Just click on the dropdown menu. More themes will come...


– a Danish Industry Foundation and CBS applied research project for Danish firms

The current global competitive environment with increasing focus on the provision of services is putting tremendous pressure on manufacturing companies.

Mads Lebech, CEO, The Danish Industry Foundation says: “Danish companies are facing intensified global competition, not least from powerful emerging economies. This calls for innovation and new solutions, based on existing Danish strengths. Servitization, where manufacturing companies are selling services as part of their offering, can become a strategy for increasing financial margins for Danish industries”.

This new 4-year CBS project financed by The Danish Industry Foundation expands on what was achieved during a pre-project during spring 2014. It explored and explained challenges that pushed for servitization, different forms of servitization, processes for developing servitization, and key challenges in implementing servitization. All is summarized in a free to download practical step-by-step handbook. Subsequently, a couple of companies started to develop their servitization concepts out of this.

Professor Christer Karlsson of CBS: “Now the researchers will work closely with many Danish companies to develop value propositions and processes for implementing servitization, both in the short and long run. It will involve both large and small companies with varying types of core businesses, ranging from original equipment manufacturers to suppliers and sub-suppliers of components and materials”.

The collaboration between researchers and companies take place within three themes: 1) Servitization as a global competitive strategic response - why embark on servitization? 2) Design and innovation for servitization – what is needed to realize servitization? 3) The processes of servitization transformation – how to implement servitization? Participating companies will gain from the increased direct servitization activities as well as the share of revenues generated through services as well as increased profitability.

Several approaches are used to develop the skills of the companies to develop and implement servitization: 1) Mapping and knowledge sharing between companies, 2) Case studies in which the researchers explore servitization in the companies and participate in the development, 3) Action research in which the researcher is active in the company’s servitization process implementing the concepts and models from the theory of servitization, and 4) In-depth longitudinal field studies in which a researcher is embedded in servitization projects in the company.

Dissemination activities are expected to reach 200 companies with around 15 case studies and one or more longitudinal field studies in addition to mapping and sharing knowledge of the experiences of servitization of Danish industry. In total the project is allocated a funding of 8.000.000 DKK for 4 years (October 2014 –2018).

Download the Servitization booklet

The booklet is also available for download to your Ebook reader, tablet or smartphone (


If you are interested in company cases, you can also download the case Brüel and Kjær - Expanding Markets Through Analytical Services and Solutions. This report considers the case of Brüel & Kjær and how it has sought to successfully develop highly complex analytical services and solutions alongside solution-based business models. It explores the opportunities and challenges encountered by the company in seeking to scale up these developments to certain areas of its business.

Download the case in PDF-format here

The case is also available for your download to your ebook reader, tablet or smartphone free of charge.


Christer Karlsson, Professor, Academic Director, CBS Competitiveness Platform, tel. 3815 2387

Mads Lebech, CEO, The Danish Industry Foundation, tel. 70 209 208


CBS takes an active part in the Manufacturing Academy of Denmark (MADE) and its membership is anchored in the CBS Competitiveness Platform.

MADE - Manufacturing Academy of Denmark - is an independent association established in 2013 working to promote production in Denmark through research, innovation and education. MADE consists of 26 production companies, five universities, two institutes of technology and the Confederation of Danish Industry with support from The Danish Industry Foundation, Provincial Industry Employers' Association (PA) and the Copenhagen Industries Employers (IAK).

In late 2013 MADE received a Strategic Platform for Innovation and Research grant, a so-called SPIR grant of DKK 64 million for production research from the Strategic Research and the Council for Technology and Innovation. The grant is co-funded by the following actors: DKK 88 million from businesses (in-kind and cash), DKK 21 million from The Danish Industry Foundation, IAK and PA ( in addition, DKK 8 million to establish the  MADE Association), and DKK 10.5 million from the universities. The overall research framework therefore amounts to DKK 183.5 million over 5 years.


Our contact person is Professor Torben Pedersen.

Please contact Torben if you would like to know more about the MADE initiative.

Further information, please also visit


Large grant provides research-based boost to Danish production

Researchers from CBS participating in the new big research collaboration, Manufacturing Academy of Denmark (MADE), which with 183.5 million DKK shall strengthen Danish production and competitiveness.

More than one in five jobs in Danish manufacturing companies have disappeared, since the crisis began in 2008. It requires education, innovation and world-class research to innovate and streamline production, for manufacturing companies to compete successfully and create new jobs in Denmark.

MADE is a new major collaboration between companies, universities and technology institutes in Denmark, which with 183.5 million DKK is to create a stronger research environment within  production in Denmark over the next five years.

Simultaneously the collaboration is to strengthen Danish manufacturing companies  in order to reorganize production, to meet the demands of customers and competition.

- With MADE, we launch a coherent approach in which companies can develop their production in close correlation with researchers and other companies. It will make Denmark more attractive to produce and invest in – and provide a needed boost to our productivity, explains CEO of DI, Karsten Dybvad. The President of MADE, research director at Grundfos, Lars Enevoldsen supplements:

- The manufacturing industry is constantly under pressure by countries, where costs are lower than here. But it is not enough to have the goods produced more cheaply. The customers continuously have new demands, and that requires a fast and flexible production. 


The future production paradigm in Denmark

- The purpose of CBS’ contribution to MADE is to formulate the future Danish production paradigm, that is, a paradigm for the retention and extension for production in Denmark, says Professor Torben Pedersen, SMG, who leads the CBS research under MADE.

All the CBS researchers participating in the project, are part of the CBS Competitiveness Platform. Besides Torben Pedersen, it is the professors Christer Karlsson, OM and Thomas Ritter, SMG.

DTU Management Engineering, Aalborg University and Force Technology are also a part of the research on the production paradigm of the future.

Torben Pedersen emphasizes, that many Danish manufacturing companies across industries and size, face the same challenges, such as how to combine high efficiency with a willingness to take risks by introducing new ideas in production, or how to utilize the benefits of standardization without losing flexibility.


Experiments in comprehensive collaboration

There will be a large numbers of experiments in the involved companies.

- The experiments should give a clearer picture of the future production paradigm, which also encompass the distinct circumstances present in the Danish labour market: flat hierarchies, a flexible job market, as well as the fact,  that independent and inventive employees has special assumptions to deal with these challenges, explains Torben Pedersen, who is looking forward to get started, just as the business partners do it:

- The problem we are going to deal with, is interesting not only from Grundfos’ perspective but overall for the industry in Denmark, says Torben Buch Rasmussen, Technology Director at Grundfos, who is one of the partners in The Future Production Paradigm.


Long-term link between theory and practice

Torben Buch Rasmussen is particularly looking forward to see the long-term link between the practical and scientific world:

- We are used to have students in the company, who, in a short period deals with different problems. But to focus over a long period of 4-5 years gives totally different perspectives to create a link between the practical and theoretical world. To have academic capabilities in the project will be new, that will be interesting to follow, he said.

Besides Grundfos, the partners where there are projects, is Coloplast, NKT Photonics, TRESU and Haarup Maskinfabrik. CBS expects that this list be expanded with several companies, since the projects already have attracted much attention. Especially the small and medium-sized enterprises (SME) are in focus.



183.5 million DKK to Manufacturing Academy of Denmark

MADE is and independent association that was established last year, which consists of 26 manufacturing companies, five universities, two institutes of technology and Confederation of Danish Industry. MADE has received grants from, among others, The Danish Council for Strategic Research and The Danish Council for Technology and Innovation. The overall research framework was thereby 183.5 mio. DKK over 5 years (See Fact Box)

MADE has in late 2013 received grants to a Strategic Platform for Innovation and Research, so-called SPIR grant of 64 million DKK to production research from The Danish Council Strategic Research Research and The Danish Council for Technology and Innovation. The grant is co-funded by the following:

88 mio. DKK from the companies (in-kind and cash), 21 mio. DKK from The Danish Industry Foundation, The Copenhagen Industries Employers (IAK) and The Provincial Industry Employers' Association (PA) (additionally 8 mio. DKK for the establishment of MADE association), and 10.5 mio. DKK from the universities. The overall research framework is thereby 183.5 million DKK over 5 years.


For more information contact professor at CBS Torben Pedersen on mail: or telephone: +45 38152521.

Original article in Danish


Human Capital Analytics Group (HCA) at CBS is a research theme within the CBS Competitiveness Platform. HCA is a non-for-profit organization, dedicated to making analytical human capital research accessible, comprehensible and to bring it closer to practice by co-creating and transferring knowledge to Danish companies and inspiring them to take action.

“Excited to see CBS officially taking a lead on this and establishing a Human Capital Analytics Group at CBS - no doubt this will shape the future of HR and bring data and evidence closer to the center of HR practice." - Thomas Hedegaard Rasmussen, Vice President, HR Data & Analytics at Shell

Human Capital Analytics Group rests on three pillars:
Human Capital Analytics Group - Three pillars

To date, HCA has created a community of HR professionals and academics via LinkedIn (search for “Human Capital Analytics Group” on LinkedIn). Additionally, we have started publishing executive summaries of the key, most influential academic articles published in the top, international peer-reviewed journals (see: We have also presented at several academic (e.g. Academy of Management) and practitioner-oriented conferences (e.g. NOCA’s Årsdag). Finally, we have facilitated corporate workshops on the topic of Human Capital Analytics, which have been extremely well-received by participants and companies.

“We were able to identify business critical challenges where the HCA group at CBS could support us on our learning journey in putting big data through rigorous analysis, with the ultimate goal of making evidence based decisions. It was very inspiring to see that this can be done and I have no doubt that we as HR professionals need to get very comfortable with this approach, the sooner the better."Wicky Skarelokke, HR Business Partner, Automatic Controls & Danfoss Refrigeration, HCA Workshop Participant

Fundamental to the success of this research theme is collaboration with external stakeholders (such as companies, NGOs, government institutions, and individual practitioners) on education, research, and knowledge dissemination.

LinkedIn: Human Capital Analytics Group


Projektet vil opbygge et dansk Big Data Big Business kompetencecenter. Formålet er at give indsigt i de muligheder, der ligger i at udnytte Big Data, herunder at skabe et mødested for virksomheder, der har data til rådighed, og virksomheder, der ønsker at tilegne sig ny data.

I projektet gennemføres fire arbejdspakker, som på forskellig vis hjælper virksomheder til at transformere Big Data til profitable forretningsmodeller gennem en nytænkning af eksisterende forretningsmodeller. Forskerne i projektet har i dialog med danske virksomheder identificeret fire områder, som aktuelt udgør en hindring i forhold til at skabe værdi af Big Data:

  • Manglende kompetencer i virksomheden.
  • Manglende forståelse af kundebehov.
  • Manglende strategisk mindset.
  • Manglende tilstedeværelse af et neutralt interaktionssted for salg og køb af Big Data.

Fra Big Data til Big Business handler om at adressere disse fire barrierer via fire konkrete arbejdspakker. Det gøres på følgende måder:

En virksomhed har behov for at finde ud af, hvilke kompetencer den har og skal have, for at kunne trække værdi ud af digital forretningsudvikling. Kompetenceniveauet undersøges, og der udvikles et selvevalueringsværktøj, så virksomheder kan kortlægge eget kompetencebehov. I regi af projektet etableres endvidere et kompetencepanel, som kan rådgive virksomhederne og på den måde kompensere for de manglende kompetencer. Tyve virksomheder gennemgår et udviklingsforløb med afsæt i denne kortlægning.

Virksomheder skal opnå kundeindsigt og omsætte denne indsigt til forretning. Projektet bidrager til udvikling af et customer discovery tool, der skal hjælpe virksomheden til at få en forståelse af, hvad der skaber værdi for kunden. 20 virksomheder gennemgår et interaktivt forløb, hvor de hvert kvartal mødes omkring en ny metode og tester anvendeligheden af denne i egen virksomhed.

Digitalt mindset:
At udnytte mulighederne i Big Data afhænger i vid udstrækning af topledelsens forståelse for de scenarier, der tegner fremtidens konkurrencesituation. I nærværende indsats bygges der videre på ovenstående. Fem virksomheder vil i et tæt samarbejde mellem ledere og forskere ændre organisationen, så den kan frigøre mulighederne i Big Data. På baggrund heraf stilles en udviklingsdrejebog og værktøjer til rådighed for virksomhederne.

Virksomheder har ifølge ansøger brug for et mødested, hvis de skal få indsigt i de nye muligheder der opstår, når forskellige typer af data kobles. Projektet etablerer en platform med realtime databaser, som ejere og brugere af Big Data kan benytte efter aftale og på kommercielle vilkår. Projektet vil herefter matche de virksomheder, der har Big Data, med de virksomheder, der kan trække værdi ud af disse data ved eksempelvis at anvende dem i egen forretning. Målet er at udvikle 10 konkrete forretningsprojekter.

Effekten af projektet vil kunne måles på, at de involverede virksomheder vurderes. Målsætningen er en ekstra top- og bundlinjevækst på mellem 3 og 10 procent i projektets løbetid, samt at der bliver skabt værdi på en række andre målbare indikatorer. Udover den direkte effekt hos de involverede virksomheder, så forventes det at projektet munder ud i en række forskningsartikler. Undervejs i projektperioden afholdes der desuden både konferencer, undervisning og workshops.


DataProfit praksisguide

Projektet har udgivet en praksisguide, som kan downloades nedenfor.

Download praksisguiden i PDF-format her
Praksisguiden er også tilgængelig for download til din eBook-læser, tablet eller smartphone (



The page was last edited by: Competitiveness platform // 02/25/2018


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