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 / Are You Ready to Climb Aboard the Data Train?
Berkeley, CA : Haas School of Business 25.4.2021
Net publication - Internet publication
Carsten Lund Pedersen (Editor) ; Adam Lindgreen (Editor) ; Thomas Ritter (Editor) ; Torsten Ringberg (Editor) / Big Data in Small Business : Data-driven Growth in Small and Medium-sized Enterprises.
Cheltenham : Edward Elgar Publishing 2021, 288 p.
Anthology > peer review
Thomas Ritter / Enabling Organizational Value-chain Processes through Network Capability
In: Journal of Global Scholars of Marketing Science, Vol. 31, No. 3, 6.2021, p. 354-371
Journal article > peer review
Carsten Lund Pedersen; Thomas Ritter / Er din virksomhed moden til at bruge kundedata?
Frederiksberg : Copenhagen Business School, CBS 2021, 14 p.
Working paper
Carsten Lund Pedersen; Thomas Ritter / Preparing for a New Era of Work
Berkeley, CA : Haas School of Business 2021
Other contribution
Carsten Lund Pedersen; Thomas Ritter / The 4 Types of Leadership
www : Haas School of Business 2021
Net publication - Internet publication
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 / Analyzing the Impact of the Coronavirus Crisis on Business Models
In: Industrial Marketing Management, Vol. 88, 7.2020, p. 214-224
Review > peer review
Thomas Ritter; Carsten Lund Pedersen / Assessing Coronavirus’s Impact on Your Business Model
In: Harvard Business Review Digital Articles, 15.4.2020, p. 2-4
Journal article > peer review
Thomas Ritter (Performer) ; Carsten Lund Pedersen (Performer) ; Requier Wait (Producer) / Assessing the Coronavirus’s Impact on Your Business Model
New York : Podbean 2020
Sound/Visual production (digital)
More results... (total 166 results)
Academic Interests

Research Projects
Outside activities
Year Name of contractual partner Type of activity
2018 - 2020 Weilbach AS Board member

2018 - 2021

Commit-Consult  Owner and advisor
2018 - 2021 Thomas Ritter Aps Owner and advisor