Faculty Profile

Hannah Snyder

Assistant Professor - Department of Marketing


Hannah Snyder is an assistant professor at the department of marketing, BI - Norwegian School of Business. She obtained her PhD Quality Technology and Management in 2016 at Linköping University.

Hannah worked as a Lecturer in Marketing at UQ Business School, University of Queensland, Australia from 2016 to 2017 and joined BI in 2017. Her research interest relates service marketing with a special interest in service innovation, customer creativity, and customer co-creation. She has published in the Journal of Business Research, Journal of Service Management and International Journal of Nursing Studies


Andreassen, Tor W.; Lervik-Olsen, Line, Snyder, Hannah, Allard, Van Riel, Sweeney, Jill & Yves, Van Vaerenbergh (2018)

Business model innovation and value-creation: the triadic way

Journal of Service Management Doi: 10.1108/JOSM-05-2018-0125

Purpose Open service innovation is an emergent new service development practice, where knowledge on how to organize development work is scarce. The purpose of the present research is to identify and describe relevant archetypes of open service innovation. The study views an archetype as an organizing template that includes the competence of participants, organizing co-creation among participants and ties between participants. In particular, the study’s interest lies in how open service innovation archetypes are used for incremental and radical service innovation. Design/methodology/approach For the research, a nested case study was performed, in which an industrial firm with nine open service innovation groups was identified. Forty-five interviews were conducted with participants. For each case, first a within-case analysis was performed, and how to perform open service innovation in practice was described. Then, a cross-case analysis identifying similarities and differences between the open service innovation groups was performed. On the basis of the cross-case analysis, three archetypes for open service innovation were identified. Findings The nested case study identified three archetypes for open service innovation: internal group development, satellite team development and rocket team development. This study shows that different archetypes are used for incremental and radical service innovation and that a firm can have multiple open service innovation groups using different archetypes. Practical implications This study provides suggestions on how firms can organize for open service innovation. The identified archetypes can guide managers to set up, develop or be part of open service innovation groups. Originality/value This paper uses open service innovation as a mid-range theory to extend existing research on new service development in networks or service ecosystems. In particular, it shows how open service innovation can be organized to develop both incremental and radical service innovations.

Academic Degrees
Year Academic Department Degree
2016 Linköping University PhD
2014 Linköping University Lic.Phil
2011 Linköping University B.A.
Work Experience
Year Employer Job Title
2016 - 2017 University of Queensland Lecturer
2012 - 2016 Linköping university Phd Candidate
2012 - 2012 Karlstad university Research Assistant
2011 - 2012 Linköping university Research Assistant