Welcome to Carsten Lund Pedersen as Assistant Professor

The Department of Marketing is happy to announce that Carsten Lund Pedersen will start at Assistant Professor. His background is characterized by a desire to continuously bridge academic rigor with practical relevance. Carsten’s research is centered on the digitization of industrial businesses, a topic which he unpacks in four different theoretical perspectives, each branching out into distinct projects: (i) product-service-data integration (ii) triadic coopetition in the digital economy (iii) the role of frontline autonomy in B2B digitization, and (iv) B2B market strategies and digitization projects. His work has been published in Harvard Business Review (hbr.org) and MIT Sloan Management Review, among others.

Carsten has both had previous employments and undertaken his PhD, MA, and BA at CBS. Prior to joining the Department of Marketing, Carsten was a postdoc at the Department of Strategy and Innovation, where he was involved in a three-year research project on big data commercialization. He earned his PhD (an industrial PhD in collaboration with TDC A/S) on the collective wisdom of frontline employees in 2016. As a part of his PhD, he was a visiting fellow at the M.I.T. Sloan School of Management. Moreover, Carsten has been awarded the EliteForsk Travel Grant in 2015, the DSEB Dissemination Prize in 2017, and was nominated for the DSEB teaching prize in 2018. Prior to joining academia, Carsten was employed by Telenor and Cybercity, where he has gained practical experience with marketing, CRM and digitization.