Wolfgang Ulaga is Professor of Management Practice in Marketing at INSEAD, where he co-directs the Marketing & Sales Excellence Initiative (MSEI) Research Centre and the school's B2B Marketing Strategies executive programme. An educator, keynote speaker, and start-up investor, he is one of the world's leading authorities on how B2B firms strategically move from products to services and solutions.
Wolfgang's research spans service business models, service portfolio design, B2B customer experience, turning free services into profit engines (Free-to-Fee), and transforming product-centric sales organizations into service-savvy ones. His recent work focuses on subscription-based recurring revenue business models and pricing strategies for monetizing agentic AI offers in business markets.
Before joining INSEAD, Wolfgang was the AT&T Professor of Services Leadership at Arizona State University and Co-Executive Director of its Center for Services Leadership, served on the faculty of IMD Business School in Lausanne, and was the Electricité de France Professor of Marketing at HEC Paris, with earlier faculty positions at ESCP-EAP and EDHEC. He began his career as a consultant in Frankfurt and Paris. He holds a PhD in management from the University of Paris 1 Panthéon-Sorbonne and an Habilitation from Paris-Dauphine, and received an Honorary Doctorate in Economics from Turku University's School of Economics, Finland, for his pioneering research on customer value and servitization.
Wolfgang has published in leading journals including Harvard Business Review, MIT Sloan Management Review, the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research, and Industrial Marketing Management. His awards include the 2021 ISBM-David T. Wilson-Sheth Foundation Award for Long-Term Impact on the Theory and Practice of B2B Marketing, recognition as one of The Case Centre's top-selling case authors worldwide, and teaching awards at INSEAD, Arizona State, and HEC Paris.
Key publications
Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business (with Christian Kowalkowski), Service Strategy Press, 2017 — translated into Italian and Japanese
Monetizing Data: A Practical Roadmap for Framing, Pricing & Selling Your B2B Digital Offers (with Stephan M. Liozu), Value Innoruption Advisors, 2018
"Hybrid Offerings: How Product Firms Combine Goods and Services Successfully" (with Werner Reinartz), Journal of Marketing, 2011
"Bill It, Kill It, or Keep It Free?" MIT Sloan Management Review
Numerous articles in Harvard Business Review, Journal of the Academy of Marketing Science, Journal of Service Research, and Industrial Marketing Management