Department of Operations Management

Associate professor

Room: SOL/B5.19

Servitization - a term used to describe companies which no longer just deliver a good product but also incorporate service as a central part of their business - has become a strategy for many companies. In this way they can grow their revenue, get closer to the customer and extend the product life cycle. I have been part of establishing a research environment focusing on service with the project “Driving Competitiveness Through Servitization” as a catalyst. In the project we examine both strategic and tactical issues in close collaboration with a number of Danish companies. This video briefly describes servitization, why its important and how we are currently researching the area.

Primary research areas

My research lies within the field of operations management focusing on the topics of service modularity and servitization. 

I do empirically grounded research within the context of industrial organizations as well as bibliometric analysis and survey research. As part of my research I typically collect and analyse data in close collaboration with industry. Current areas of research includes:

  • Service architecture and modularity
  • Servitization of manufacturing
  • Process technology and digital platforms


Administrative tasks
  • PhD coordinator for the Department of Operations Management in the Doctoral School on Business and Management


Link to this homepage

I teach on courses within the area of Operations and Supply Chain Management on undergraduate and graduate programs at CBS, including:

  • Operations and Supply Chain Management at the Graduate Diploma in Business Administration (HD-SCM, course coordinator)
  • Operations and Process Management (part of the minor in Innovation and Operations Management, MSc)
  • Operations Management – Driving Competitiveness through Operational Effectiveness (Elective BSc., course coordinator)
  • Supply Chain Management – The road to competitive advantages (Elective BSc)
  • Operations and Logistics Management (BSc in International Shipping and Trade)
  • Decision Making in Supply Chains (MSc in Supply Chain Management)



I supervise on projects within my field

  • Master Thesis Projects
  • Bachelor Thesis Projects
  • Business Projects
  • Problem Based Learning Projects


Other teaching activities
  • Implementing Blended Learning on my courses
  • Application of teaching simulations and games in Operations and Supply Chain Management


Selected publications
  • Frandsen, T. (2017). Evolution of Modularity Literature: A 25-year Bibliometric Analysis. International Journal of Operations and Production Management, Vol. 37, No. 6, 2017, pp. 703-747.
  • Raja, J.Z. and Frandsen, T. (2017). Exploring Servitization in China : Challenges of Aligning Motivation, Opportunity and Ability in Coordinating an External Service Partner Network. International Journal of Operations and Production Management, Vol. 37, No. 11, 2017, pp. 1654-1682.
  • Raja, J.Z., Frandsen, T. and Mouritsen, J. (2017). Exploring the Managerial Dilemmas Encountered by Advanced Analytical Equipment Providers in Developing Service-led Growth Strategies.
    International Journal of Production Economics, Vol. 192, 10.2017, p. 120-132.
  • Kapetaniou, C., Rieple, A., Pilkington, A., Frandsen, T. and Pisano, P. (2018). Building the Layers of a New Manufacturing Taxonomy : How 3D Printing is Creating a New Landscape of Production Eco-systems and Competitive Dynamics. Technological Forecasting and Social Change, Vol. 128, pp. 22-35.
Publications sorted by:
Jawwad Raja; Isabelle Fabienne Neufang; Thomas Frandsen; Ismail Golgeci / Working through Frame Incongruences : A Process Perspective on (Re)Framing for Digital Servitization.
In: Technovation, Vol. 129, 1.2024
Journal article > peer review
Christer Karlsson; Thomas Frandsen / New Product Development by Extending the Business Model
In: The PDMA Handbook of Innovation and New Product Development. ed. /Ludwig Bstieler; Charles H. Noble. Oxford : Wiley 2023, p. 477-495
Book chapter > peer review
Jawwad Raja; Isabelle Fabienne Neufang; Thomas Frandsen / Investigating Tensional Knots in Servitizing Firms through Communicative Processes
In: Industrial Marketing Management, Vol. 105, 8.2022, p. 359-379
Journal article > peer review
Thomas Frandsen; Jawwad Z. Raja; Isabelle Fabienne Neufang / Moving toward Autonomous Solutions : Exploring the Spatial and Temporal Dimensions of Business Ecosystems.
In: Industrial Marketing Management, Vol. 103, 5.2022, p. 13-29
Journal article > peer review
Thomas Frandsen; Jawwad Raja; Oliver Feldballe; Isabelle Fabienne Neufang / Pricing Digital Services in Industrial Firms
Frederiksberg : Copenhagen Business School, CBS 2022, 20 p. (P+S+D Integration Booklet Series)
Thomas Frandsen; Juliana Hsuan; Carsten Lund Pedersen; Jawwad Raja; Thomas Ritter / Product + Service + Data Integration : How Integrated Are Products, Services and Data in Your Business?.
Frederiksberg : Copenhagen Business School, CBS 2022, 12 p. (P+S+D Integration Booklet Series)
Thomas Frandsen; Juliana Hsuan; Jawwad Raja; Thomas Ritter / Sustainability as a Service Offering : Denmark as a Leader in “Sustainability Solutions” Business Models.
Frederiksberg : Copenhagen Business School, CBS 2022, 7 p. (P+S+D Integration Booklet Series)
Jawwad Raja; Thomas Frandsen / Coordinating and Aligning a Service Partner Network for Servitization : A Motivation-Opportunity-Ability (MOA) Perspective.
In: The Palgrave Handbook of Servitization. ed. /Marko Kohtamäki; Tim Baines; Rodrigo Rabetino; Ali Ziaee Bigdeli; Christian Kowalkowski; Rogelio Oliva; Vinit Parida. Cham : Palgrave Macmillan 2021, p. 519-538
Book chapter > peer review
Jawwad Raja; Thomas Frandsen; Christian Kowalkowski; Martin Jarmatz / Learning to Discover Value : Value-based Pricing and Selling Capabilities for Services and Solutions.
In: Journal of Business Research, Vol. 114, 6.2020, p. 142-159
Journal article > peer review
Thomas Frandsen; Sofie Østergaard Boa; Jawwad Raja / Pricing Structures for Solutions : An Exploratory Study within the Oil and Gas Industry.
In: International Journal of Production Research, Vol. 57, No. 22, 11.2019, p. 6977-6992
Journal article > peer review
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Research Projects
Outside activities
  • Confederation of Danish Industry 2018 Presentation for Executive Networks
  • Viking Denmark 2018 Presentation for General Assembly
  • CBS Executive 2018 Executive teaching