Department of Strategy and Innovation


Room: KIL/14.A-3.71

Thomas Ritter is Professor of Market Strategy and Business Development. Thomas Ritter’s main research interest is in firms’ commercial competence, i.e. the way firms earn profits. This overall interest can be divided into studies on customer insight and market segmentation, customer value creation and value modelling, customer relationship management, and market strategy development. Projects are either on the operational, execution level (how are things done) or on the executive level (how to lead the market-oriented and customer-centric firm). Thomas’ work has been widely published in journals including International Journal of Research in Marketing, Journal of Business Research, Industrial Marketing Management and Journal of Business and Industrial Marketing.

Primary research areas
  • Commercial competence
  • Market strategies
  • Customer insight and segmentation
  • Customer relationship management
  • Customer value modelling
  • Business development
Administrative tasks

Social media
Link to this homepage
  • Forretningsudvikling (Master of Business Development)
  • Strategy Development (EMBA)
Other teaching activities

Executive teaching courses and programs for CBS Executive

Selected publications

Publications sorted by:
Carsten Lund Pedersen; Thomas Ritter; Torben Juul Andersen / A Project-based Perspective on Strategic Renewal
In: Strategic Management Review, 3.1.2020
Journal article > peer review
Thomas Ritter; Carsten Lund Pedersen / Digitization Capability and the Digitalization of Business Models in Business-to-business Firms : Past, Present, and Future.
In: Industrial Marketing Management, 3.12.2019
Review > peer review
Thomas Ritter / Engaging in Engaged B2B Scholarship : Relevance Squared.
In: Journal of Business and Industrial Marketing, 23.2.2019
Journal article > peer review
Carsten Lund Pedersen; Thomas Ritter / What Kind of Scientist Are You?
Heidelberg : Springer Nature 13.11.2019
Net publication - Internet publication
Carsten Lund Pedersen; Thomas Ritter / Your Strategy Needs 2 Types of People
In: The European Business Review, No. 51, 2019
Journal article
Thomas Ritter; Carsten Lund Pedersen / Cztery kategorie menedżerów projektów
In: Harvard Business Review Polska, 2.5.2018
Journal article
Carsten Lund Pedersen; Thomas Ritter / Die Vier Typen von Projektmanagern
In: Harvard Business Manager, Vol. 40, No. 5, 2018, p. 56-61
Journal article
Thomas Ritter; Jens Geersbro / Multidexterity in Customer Relationship Management : Managerial Implications and a Research Agenda.
In: Industrial Marketing Management, Vol. 69, 2.2018, p. 74-79
Journal article > peer review
Petra Dickel; Jacob Hörisch; Thomas Ritter / Networking for the Environment : The Impact of Environmental Orientation on Start-ups’ Networking Frequency and Network Size .
In: Journal of Cleaner Production, Vol. 179, 4.2018, p. 308-316
Journal article > peer review
Adam Lindgreen; C. Anthony Di Benedetto; Jens Geersbro; Thomas Ritter / Past, Present, and Future Business-to-Business and Industrial Marketing Research
In: Industrial Marketing Management, Vol. 69, 2018, 4 p., p. 1-4
More results... (total 148 results)
Academic Interests

Research Projects
Outside activities
Year Name of contractual partner Type of activity
2018 Weilbach AS Board member
2018 Commit-Consult  Owner and advisor
2018 Thomas Ritter Aps Owner and advisor
2019 Weilbach AS Board member
2019 Commit-Consult  Owner and advisor
2019 Thomas Ritter Aps Owner and advisor