Faculty Profile

Peder Inge Furseth

Professor - Department of Communication and Culture


Connect with Furseth on Twitter, Blog, Linkedin

I am a leadership and innovation researcher and teacher with 20 years of experience. Leadership is about producing useful change; innovation is about coming up with something new that has economic or non-economic value.

My speciality is to integrate executive education with research, workshops and professional networks. My main topics in research are service innovation, business models, innovation culture, multi-channel integration, social networks, and value formation. My main teaching is the master of management program called Innovation & Commercialization (Nyskaping og kommersialisering), a 150 hour course that has modules both in Oslo and in the San Francisco Bay Area.

Please take a look at my daily twitter feeds at twitter.com/PIFurseth, check my blog pifurseth.blogspot.com for weekly updates, and you will also find me on LinkedIn.

Research areas
Innovation processes, service innovation, business models, innovation culture, multi-channel retailing, social networks, and value formation.

Teaching areas
Innovation and commercialization; business model innovation, service innovation, strategic management.


DeMello, Steven & Furseth, Peder Inge (2016)

Innovation and Culture in Public Services: The Case of Independent Living

Edward Elgar Publishing.

The primary goal of this book is to improve the level and success of innovation in public services by developing and applying an integrated model of public sector service innovation. As a test of that premise, and as a contribution to current public policy, we have developed and applied such a model to one case, the subject of in-home care services for independent living. We have chosen this subject and focus based upon three premises: • Public services, whether funded and/or managed by government or the private sector, are an important and growing part of all advanced societies. Populations are becoming older, technology provides new solutions, and citizens are becoming more demanding. • Independent Living for seniors and the disabled is a crucial social and economic issue for the foreseeable future in the developed world • Existing theories and tools for innovation, while competent, display “gaps” in their ability to include and integrate the range of social, strategic and tactical considerations at play in public services.

Furseth, Peder Inge & Cuthbertson, Richard (2016)

Innovation in an Advanced Consumer Society: Value-Driven Service Innovation

Oxford University Press.

This book aims to develop innovation theory by focusing on innovation in a consumer society. In an advanced consumer society, services dominate and are provided through digital as well as physical channels by local, national and global firms. This book aims to identify the ways in which value can be increased for all stakeholders through both incremental and disruptive innovation. When interacting with leading businesses, there is a common acceptance that we need a better understanding of how to innovate in a service economy. Today, most advanced economies are service and knowledge based, accounting for about 70 percent of GDP. OECD reports document a considerable knowledge gap related to service innovation. Specifically they state: “Innovation policy has been slow to adapt to the needs of the service sector, which accounts for growing share of output and employment in OECD economies” (OECD, 2005). It is a challenge for both societies and firms that future economic growth will increasingly be based on services rather than manufacturing and products. Failing to understand innovation issues in this context as an engine for growth is somewhat alarming. This raises the question: do we know how to innovate successfully in a consumer driven society? In our approach to this book, we develop the concept of Value Driven Service Innovation, alongside a methodology for applying this approach in practice: the Service Innovation Triangle. We develop a better understanding of innovation based on the uniqueness of services in order to develop the theory of service innovation suitable for a consumer society.

Cuthbertson, Richard; Furseth, Peder Inge & Ezell, Stephen (2015)

Innovating in a Service-Driven Economy: Insights, Application and Practice.

Palgrave Macmillan.

The global digital revolution has changed consumer society, service expectations and funding models forever. New companies, such as Amazon, have risen quickly to dominate sectors, processes and markets. There is a digitally enabled global consumer society emerging where new services dominate ubiquitous and quickly copied products through new channels. It is an Amazon economy. Consumers now inform one another, bypassing traditional marketing channels; companies integrate vertically and horizontally, breaking down old structures; new ventures push out traditional players; long-term value replaces short-term profit, and so value driven service innovation becomes the new driver of economic growth and social change. Innovating in a Service-Driven Economy explores these changes from the perspectives of leading thinkers and practitioners in the field of innovation today including David Teece, Erik Kiaer, Henry Chesbrough, Jon H. Pittman, Jose Avalos, and Steven Vargo

Furseth, Peder Inge & Cuthbertson, Richard (2014)

The service innovation triangle: Moving to an alternative business model

Alsos, Gry Agnete; Eide, Dorthe & Madsen, Einar Lier (red.). Handbook of research on innovation in tourism industries

Berridge, Clara; Furseth, Peder Inge, Cuthbertson, Richard & DeMello, Steven (2014)

Technology-based innovation for independent living: Policy and innovation in the United Kingdom, Scandinavia, and the United States

Journal of Aging & Social Policy, 26(3), s. 213- 228. Doi: 10.1080/08959420.2014.899177

Furseth, Peder Inge; Cuthbertson, Richard & Reynolds, Jonathan (2013)

How retailers drive value through innovation

The Retail Digest, 20(1), s. 30- 33.

Furseth, Peder Inge & Cuthbertson, Richard (2013)

The Service Innovation Triangle: A tool for exploring value creation through service innovation

International Journal of Technology Marketing, 8(2), s. 159- 176. Doi: 10.1504/IJTMKT.2013.054082

Furseth, Peder Inge (2010)

Integrasjon av salgskanaler: Serviceinnovasjon og strategi


Furseth, Peder Inge (2009)

Betydningen av sømløshet for lojalitet til nettkanalen

Magma - Tidsskrift for økonomi og ledelse, 12(4), s. 45- 55.

Furseth, Peder Inge (2008)

Service innovasjon: Nye perspektiver og anvendelser

Magma - Tidsskrift for økonomi og ledelse, 11(5), s. 64- 74.

Furseth, Peder Inge (2007)

Innovasjonens hvem, hva, hvordan: broen mellom idé og marked

Innovasjonsprosesser. Om innovasjoners odyssé, Hernes og Koefoed (red)

Furseth, Peder Inge (2005)

Innovative Opportunities and Strategies for Online Transactions

Kornum, Niels & Bjerre, Mogens (red.). Niels Kornum and Mogen Bjerre, editors: Grocery E-Commerce: Consumer Behaviour and Business Strategies

Furseth, Peder Inge (2005)

Håndtrykkenes sosiologi. Hvordan vennskap mellom ledere påvirker konkurranse og prissetting

Tidsskrift for samfunnsforskning, 46(4), s. 435- 466.

Furseth, Peder Inge (2001)

Competition in Norwegian Retailing

?, 31(september), s. 29- 31.

Furseth, Peder Inge (2017)

Advarer mot kopiering av nettmat

Asker og Bærum Budstikke [Avis]

Furseth, Peder Inge (2017)

Debatt i NRKs program Dagsnytt 18 den 15. juni 2017, med Innovasjon Norge. Det gjelder kritikken jeg fremsatte mot Innovasjon Norge i Aftenposten (papir) samme dag.

NRK Dagsnytt 18 [Radio]

Furseth, Peder Inge (2017)

Innovasjon Norge peker i feil retning.

Aftenposten (morgenutg. : trykt utg.) [Kronikk]

Furseth, Peder Inge (2017)

Innovasjon Norge bryter med sin egen visjon

Aftenposten (morgenutg. : trykt utg.) [Kronikk]

Furseth, Peder Inge (2017)

Innovasjon Norge bryter med sin visjon

Romsdals Budstikke. [Kronikk]

Innovasjonsmidler i Norge burde heller gå til å bistå bedrifter for å øke deres innovasjonspotensial enn å skape mer innovasjon i offentlig sektor.

Furseth, Peder Inge (2016)

Tjenester må stå i sentrum for omstilling, også i industribedrifter

Stavanger Aftenblad [Kronikk]

Furseth, Peder Inge (2016)

Hvordan omstille best?

Stavanger Aftenblad [Kronikk]

Furseth, Peder Inge (2016)

Hvordan drive omstilling?

Romsdals Budstikke. [Kronikk]

Furseth, Peder Inge (2014)

Regjeringens forslag er næringsfiendtlig

e24.no [Internett]

Furseth, Peder Inge (2014)

Jack Ma: Nettgambleren

Dagens næringsliv Magasinet [Avis]

Furseth, Peder Inge (2014)

Staket ut kursen da hun var 15 år

Aftenposten http://www.aftenposten.no/okonomi/Staket-ut-kurs [Avis]

Furseth, Peder Inge (2014)

Skal gjøre andre butikkers mareritt til butikk-konsept

Dagens næringsliv http://www.dagensit.no/article2742694.ece [Avis]

Furseth, Peder Inge (2014)

NRK P2 Kulturnytt, intervju om netthandel. Intervjuet av Maria Pile Svåsand

NRK P2 Kulturnytt og Alltid nyheter [Radio]

Furseth, Peder Inge (2013)

Eldrebølgen: - Teknologi er ikke synonymt med roboter

http://www11.nrk.no/nyheter/norge/1.11051809 [Internett]

Furseth, Peder Inge & Busterud, Kjersti (2011)

Gjør en god netthandel

Byavisa Trondheim [Internett]

Furseth, Peder Inge & Rønningsbakk, Iselin (2011)

Julehandelen tok seg opp

Aftenbladet, og i 54 andre nettaviser over hele Norge [Internett]

Furseth, Peder Inge & TV2, Nyhetskanalen (2011)

Dobbel økning i julehandel på nett enn i forretninger

TV2 Nyhetskanalen, kl 0900 [TV]

Furseth, Peder Inge & TV2, Nyhetskanalen (2011)

Netthandel øker mest hos unge

TV2 Nyhetskanalen, Karl Johans gate 14, Oslo, kl 14 [TV]

Furseth, Peder Inge & Arntsen, Erlend Ofte (2011)

Gjør nettkupp nå

VG [Avis]

Furseth, Peder Inge & Stokke, Ole Petter B. (2011)

Bransjen raser mot innovasjonskutt

Computerworld [Internett]

Busterud, Kjersti & Furseth, Peder Inge (2011)

Slik sparer du penger på nettet

Moss Avis, Varden, Drammens tidende, Fredrikstad blad m.fl. [Internett]

Furseth, Peder Inge (2011)

"Sprer behagelige priser"

abctv.no [TV]

Furseth, Peder Inge & Cuthbertson, Richard (2017)

The Amazon Economy - Value Driven Service Innovation-

[Academic lecture]. Presented at the International Society for Professional Innovation Management, ISPIM, Vienna, Austria, June 20th, 2017, session 4.2 ‘Platforms & Ecosystems for.

Furseth, Peder Inge & Richard, Cuthbertson (2017)

Service Dominant Markets.

[Academic lecture]. Naples Forum on Service. “Service Dominant Markets”. Presented at the Naples Forum on Service, Sorrento, Italy, June 7th, 2017, in a parallel session named ‘Service Innovation’..

Cuthbertson, Richard; Furseth, Peder Inge & Reynolds, Jonathan (2013)

How retailers drive value through innovation

[Popular scientific article]. The Retail Digest, Winter issue, s. 30- 34.

Furseth, Peder Inge & Cuthbertson, Richard (2012)

Service Innovation Triangle: The Building Blocks of Innovation

[Popular scientific book]. Oxford Institute of Retail Management, University of Oxford.

Furseth, Peder Inge (2011)

Introductory remarks on service innovation and business models

[Academic lecture]. 2nd Annual Workshop on Value Driven Service Innovation.

Furseth, Peder Inge; Cuthbertson, Richard & Reynolds, Jonathan (2011)

Value driven service innovation: A framework for identifying the potential drivers of innovation

[Academic lecture]. XXI International RESER Conference.

The field of innovation is developing a strong focus in services (Chesbrough & Spohrer, 2006; Vence & Trigo, 2009; Gallouj & Dhilal, 2010; Ostrom et. al., 2010). Most value creation, as well as employment, in developed economies occurs in the service sector. However, innovations in manufacturing are more frequently documented. Hence, there is a strong need for the better understanding of innovation in services, both for thinkers and practitioners. Although there has been considerable growth in developing service innovation theory in the last decade, researchers start from the absence of an agreed model of service innovation (Howells, 2000; Hauser, Tellis, & Griffin, 2006), and have struggled explaining practical developments. In this paper we bring the theory and practice of service innovation together in a coherent framework so that theory and practice may be developed further. Innovation comes in degrees, from incremental to radical. Companies need to work on both kinds at the same time, to avoid structural and cultural inertia. Usually an older and/or larger company experiences more inertia (Tushman & O’Reilly, 1996). Companies with such inertia typically focus on incremental innovations, if they carry out any innovation activity at all. If one translates this to a service context, incremental innovation is about improving the core service offering through successive service or product enhancements. This is necessary on an ongoing basis, but does not transform an industry or a company. The more radical kind of service innovation is to find new ways of doing things that changes the whole service environment. The focus needs to be on the overall customer experiences rather than on the products or services themselves (Vandermerwe, 2003). The framework developed in this paper is to include elements from a core range of academic and practitioner developments. We identify nine drivers of consumer value. The framework starts from the premise that successful innovation is driven by the value created, or potentially created, where value may be defined in both economic and social terms (Sweeney & Soutar, 2001; Berry et. al., 2006). We consider value as the worth of goods of services as determined by the market and the users or consumers. The framework is summarized in this paper and emphasizes the value-driven nature of service innovation. We apply the framework to case companies in the mobile phone and the grocery sectors, explaining in a new way why some companies are successful and others fail. We identify two innovation journeys typically initiated through a focus on the network of providers or customer segments, resulting in radically changing the context of the market. Companies that do not limit themselves to incremental innovation but initiate infrastructure changes accessible to all, within controlled bounds, will have the highest likelihood for success.

Furseth, Peder Inge; Cuthbertson, Richard & Reynolds, Jonathan (2010)

The dynamics of value-driven service innovation

[Academic lecture]. The XXI ISPIM Conference: The Dynamics of Innovation.

Furseth, Peder Inge; Cuthbertson, Richard & Reynolds, Jonathan (2010)

The dynamics of value-driven service innovation

[Academic lecture]. 20th International RESER conference 2010: The Resilience of the Global Service Economy.

Furseth, Peder Inge; Cuthbertson, Richard & Reynolds, Jonathan (2010)

Towards a research agenda for service innovation

[Academic lecture]. Neon-dagene 2010.

Furseth, Peder Inge (2009)

Value-driven service innovation

[Article in business/trade/industry journal]. Retail Digest, s. 4- 5.

Furseth, Peder Inge (2009)

Bør vi høre på økonomene?

[Article in business/trade/industry journal]. Dine Penger

Furseth, Peder Inge (2008)

Increasing Online Customer Satisfaction in a Multi-channel Environment

[Article in business/trade/industry journal]. Retail Digest, s. 36- 41.

Furseth, Peder Inge (2005)

Online Transactions: Innovative Opportunities and Strategies

[Academic lecture]. International Conference on eBusiness.

Furseth, Peder Inge (2004)

Social Influences on Competition: A Study of Retailing inNorway

[Scientific book]. Unipub forlag.

Academic Degrees
Year Academic Department Degree
1999 University of Oslo Ph.D Dr. Polit.
1992 University of Oslo Master Cand. Sociol.
1989 University of Oslo Master Cand. Oecon
Work Experience
Year Employer Job Title
2000 - Present BI Norwegian Business School Associate Professor
2014 - 2017 Molde University College Associate Professor (2-er stilling)
1994 - 2000 Norwegian School of Trade and Retail Management Associate Professor
1989 - 1994 National Institute for Consumer Research Research Assistant