Faculty Profile

Hannah Snyder

Associate 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.

Area of Expertise


Solnet, David; Subramony, Mahesh, Golubovskaya, Maria, Snyder, Hannah, Gray, Whitney, Liberman, Olga & Verma, Rohit (2020)

Employee wellness on the frontline: an interactional psychology perspective

Journal of Service Management (JOSM) Doi: 10.1108/JOSM-12-2019-0377

Chen, Tom; Dodds, Sarah, Finsterwalder, Jörg, Witell, Lars, Cheung, Lilliemay, Falter, Mareike, Garry, Tony, Snyder, Hannah & McColl-Kennedy, Janet (2020)

Dynamics of wellbeing co-creation: a psychological ownership perspective

Journal of Service Management (JOSM) Doi: 10.1108/JOSM-09-2019-0297

Gustafsson, Anders; Snyder, Hannah & Witell, Lars (2020)

Service Innovation: A New Conceptualization and Path Forward

Journal of Service Research, 23(2), s. 111- 115. Doi: 10.1177/1094670520908929

Service innovations challenge existing offerings and business models, shape existing markets, and create new ones. Over the last decade, service research has shown increasing interest in the concept of innovation and should by now have reached maturity and created a strong theoretical basis. However, there is no coherent theoretical framework that captures all the facets of service innovation, and to move service innovation research forward, we must revisit the key assumptions of what an innovation is. To enable this, the present article addresses three fundamental questions about service innovation: (1) What is it and what is it not? (2) What do we know and what do we not know? and (3) What do we need to know to advance service research? By doing so, this article offers an updated and comprehensive definition of service innovation and provides a research agenda to suggest a path forward.

Snyder, Hannah (2019)

Literature review as a research methodology: An overview and guidelines

Journal of Business Research, 104, s. 333- 339. Doi: 10.1016/j.jbusres.2019.07.039

Knowledge production within the field of business research is accelerating at a tremendous speed while at the same time remaining fragmented and interdisciplinary. This makes it hard to keep up with state-of-the-art and to be at the forefront of research, as well as to assess the collective evidence in a particular area of business research. This is why the literature review as a research method is more relevant than ever. Traditional literature reviews often lack thoroughness and rigor and are conducted ad hoc, rather than following a specific methodology. Therefore, questions can be raised about the quality and trustworthiness of these types of reviews. This paper discusses literature review as a methodology for conducting research and offers an overview of different types of reviews, as well as some guidelines to how to both conduct and evaluate a literature review paper. It also discusses common pitfalls and how to get literature reviews published.

Snyder, Hannah; Witell, Lars, Elg, Mattias & McColl-Kennedy, Janet, R. (2019)

The influence of place on health-care customer creativity

European Journal of Marketing Doi: 10.1108/EJM-10-2017-0723 - Full text in research archive

When using a service, customers often develop their own solutions by integrating resources to solve problems and co-create value. Drawing on innovation and creativity literature, this paper aims to investigate the influence of place (the service setting and the customer setting) on customer creativity in a health-care context.

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 (JOSM) Doi: 10.1108/JOSM-05-2018-0125 - Full text in research archive

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.

Witell, Lars; Snyder, Hannah, Gustafsson, Anders & McColl-Kennedy, Janet (2019)

Is honesty always the best policy? The effects of lying to your customers

[Academic lecture]. QUIS (Quality in Service).

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

Business Model Innovation and Value-creation: The Platform Way

[Academic lecture]. Frontiers in Service Conference 2018.

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

Business Model Innovation and Value-creation: The Platform Way

[Academic lecture]. SERVSIG.

Snyder, Hannah; Witell, Lars, Gustafsson, Anders & McColl-Kennedy, Janet, R. (2018)

The truth, the whole truth and nothing but the truth? Customer lies in the service encounter

[Academic lecture]. SERVSIG.

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 - Present BI Norwegian Business School Assistant professor
2016 - 2017 University of Queensland Lecturer
2012 - 2016 Linköping university Phd Candidate
2012 - 2012 Karlstad university Research Assistant
2011 - 2012 Linköping university Research Assistant