Lars Witell is a professor at the CTF-Service Research Center at Karlstad University in Sweden. He also holds a position as professor in Marketing at Linköping University in Swe-den. He conducts research on service innovation, customer co-creation and service infusion in manufacturing firms. He has published about 40 papers in scholarly journals such as Journal of Service Research, Journal of Service Management and Journal of Business Research and Industrial Marketing Management, as well as in the popular press, such as The Wall Street Journal.
