Service Strategy in Action: Profitable growth through services and solutions in B2B markets

Service Strategy in Action: Profitable growth through services and solutions in B2B markets

Wednesday, January 24, 2018 - 10:00 to 12:00

Time & Place

Time: 24 January 2018, 10:00-12:00
Place: Kilen (CBS, room: Ks48), Kilevej 14A, DK-2000 Frederiksberg


For registration, please e-mail No later than 19 January.

Service Strategy in Action

About the Workshop

The workshop will adress the following key areas:

  • Beating the Commodity Magnet: Avenues for Differentiation Through Services & Solutions
  • A Twelve-Step Roadmap for Mastering Service Growth: From Strategy to Implementation
  • Are You Fit-For-Services and Solutions? Key Assets and Capabilities Needed
  • Organizing for Service Growth: Challenges and Best Practices

Truly customer-centric companies find new ways of (co-) creating and delivering value by reaching beyond their traditional product core. Best-in-class companies master the transition from “pushing boxes” to servicing customers and delivering true customer solutions. The workshop is built around our recent book “Service Strategy in Action“ (S2iA) and our case study on Michelin Fleet Solutions. Reflecting on the lessons learned from leaders in a broad variety of industries, we discuss the key success factors needed for creating more value and securing profitable growth through services and solutions in B2B markets.


Coffee & Registration

Welcome and Introduction
Professor Thomas Ritter, CBS

Profitable Growth through Services and Solutions in B2B Markets
Wolfgang Ulaga, Ph.D. AT&T Professor of Services Leadership & Co-Executive Director Center for Services Leadership W.P. Carey School of Business

Light lunch and networking

Download the program for this workshop (pdf)


Wolfgang Ulaga

Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W.P. Carey Business School, Arizona State University. He works with firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of products, services and customer solutions, with an emphasis on business markets. His executive education and teaching activities focus on companies can (co) create value for (and with) B2B customers, capture value through better pricing, compete through service excellence and create outstanding customer experiences in professional services and industrial goods markets. Since more than 20 years, he is a frequent keynote speaker and has consulted with companies in diverse industries and designed and delivered customized executive education programs for corporations in services markets such as energy, global logistics, recycling and waste treatment, retailing, or telecommunications and in industrial goods markets such as aerospace, capital equipment, cables, chemicals, industrial gases, or medical devices. Prior to joining ASU, he was on the full-time faculties at IMD Business School in Lausanne, HEC School of Management Paris, ESCP-EAP Paris, and EDHEC Lille. He also served as a Visiting Professor at the Medoza College of Business, University of Notre Dame, Indiana. Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.

The workshop is part of the research project From Big Data to Big Business, supported by the Danish Industry Foundation. 

The page was last edited by: Competitiveness platform // 09/26/2023