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; 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
Christer Karlsson; Per Stjernqvist; Thomas Frandsen / Becoming a Solution Provider: Integrating in the Customer Process : The Case of Equipment Producers and Trackunit as Enabler.
Frederiksberg : Copenhagen Business School, CBS 2018, 15 p.
Chrystalla Kapetaniou; Alison Rieple; Alan Pilkington; Thomas Frandsen; Paola Pisano / Building the Layers of a New Manufacturing Taxonomy : How 3D Printing is Creating a New Landscape of Production Eco-systems and Competitive Dynamics.
In: Technological Forecasting and Social Change, Vol. 128, 3.2018, p. 22-35
Journal article > peer review
Eija-Liisa Heikka; Thomas Frandsen; Juliana Hsuan / Matching Value Propositions with Varied Customer Needs : The Role of Service Modularity.
In: Knowledge and Process Management, Vol. 25, No. 1, 2018, p. 64-73
Journal article > peer review
Jawwad Z. Raja; Thomas Frandsen / Organizing for Servitization : The Constitutive Role of Communication.
In: Proceedings of the 25th International Annual EurOMA Conference 2018: To Serve, to Produce and to Servitize in the Era of Networks, Big Data, and Analytics. . ed. /Róbert Hohol; Gergely Szakáts; Gabriella Bánfalv. Brussel : EUROMA, European Operations Management Association 2018
Article in proceedings > peer review
Casper Winther-Hansen; Thomas Frandsen / Prisms Refracting Promises : The Speculative Nature of Blockchain Technology.
Paper presented at The 5th Interdisciplinary Market Studies Workshop, 2018
Ali Bigdeli (Editor) ; Thomas Frandsen (Editor) ; Jawwad Raja (Editor) ; Tim Baines (Editor) / Proceedings of the Spring Servitization Conference : Driving Competitiveness through Servitization .
: Copenhagen Business School, CBS The Spring Servitization Conference 2018, 2018, 276 p.
Anthology > peer review
Juliana Hsuan; Thomas Frandsen; Jawwad Raja / Survey of the Danish Servitization Landscape : Service Performance and Service Strategies.
Frederiksberg : Copenhagen Business School, CBS 2018, 19 p.
More results... (total 43 results)
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