Lars Witell, is a Professor at the CTF-Service Research Center at Karlstad University, Sweden and holds a position as Professor of Business Administration at Linköping University, Sweden. Lars is also a visiting Professor at Chalmers University of Technology in Gothenburg, Sweden and a part of the global research faculty at the Center for Services Leadership at Arizona State University, US. Lars conducts research on service innovation, customer co-creation and service infusion in manufacturing firms. Since 2011, Lars is responsible for an 8-year research program on Service Innovation (6 million USD) that is run in co-operation with companies such as IKEA, Ericsson and Volvo. He teaches service management and service innovation to Master students and has been involved in a MOOC on service innovation. Lars has published about 50 papers in scholarly journals such as Journal of Service Research, Journal of Service Management, Industrial Marketing Management and Journal of Business Research, as well as in the popular press, such as The Wall Street Journal. He is also active as the associate editor for Journal of Services Marketing. Lars has received Best Paper Award at Quality in Service, QUIS 11 and QUIS 12.