skip to content

Cambridge Service Alliance

At the forefront of service transformation in the digital era

Speical Issue Event - Journal Business Research

20th and 21st April 2023

Service Research in Business-to-Business Marketing

The goal of this special issue (SI) was to advance our understanding of what service research can contribute with to better theorize about and understand Business-to-Business (B2B) Markets. The last years has been challenging, as the pandemic has continued to affect all organisations (Donthu and Gustafsson, 2020), particularly their ambitions for digital transformation (Caputo et al., 2021), creating better service experiences (Bolton et al., 2021) and achieve sustainability (Grove et al., 1996).

In many cases, plans for digitalisation have been accelerated in order to support seamless operations, maintain - or improve - service experience and, ultimately, guarantee economic survival.

Guest editors:

Mohamed Zaki - University of Cambridge, UK

Lars Witell - Linköping University, Sweden

Anders Gustafsson - BI Norwegian Business School, Norway

Janet McColl-Kennedy - University of Queensland, Australia



Welcome and Brief & Service Management in B2B Marketing

Facilited by Mohamed Zaki


Academic Panel - How to Drive More Impact from our Service Research

Janet McColl-Kennedy, Clay Voorhees, Mahesh Subramony and Jochen Wirtz

Facilitated by Lars Witell

10.30 Refreshments
11.00 Group Workshops
12.30 Lunch
13.30 Continue Group Workshops
15.00 Refreshments

Group Presentations

Facilitated by Janet McColl-Kennedy

17.45 Group Activity

Dinner in College



A Brief of 1st Day

Facilitated by Mohamed Zaki


Industry Session

Ahmed Soliman & Stefaan Vanassche - HCL, Robert Christmas - Astra Zeneca, Peter Santén—Volvo

10.30 Refreshements
11.00 Group Workshops
12.45 Lunch

How to Translate Practice to Research? Opportunities and Challenges

Wolfgang Ulaga, Insead Business School, France

14.30 Refreshments
15.00 Continue Group Workshops
16.45 Wrap-Up and Next Steps
19.00 Dinner in College


Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • A unique global alliance between the University of Cambridge and some of the world’s leading businesses.

  • Help organisations to address the challenges they will face in the next three to five years, through rigorous research, practical tools, insights and education programmes.

  • Learn how other innovative organisations are developing new services through our events

  • Since its inception in 2010 industrial partners have included BAE Systems, Caterpillar, GEA, IBM, Pearson, Zoetis, CEMEX, HCLTech and Bouygues