Bo Edvardsson is Professor and Director, CTF-Service Research Center and Vice Rector, Karlstad University, Sweden and Professor II at NHH in Bergen. He is the former editor of Journal of Service Industry Management and a fellow at Center for Service Leadership at Ar-izona State University and National University of Singapore. He has an honorary doctorate from Hanken in Helsinki and Bo is International Fellow at International Business School of Service Management in Hamburg. His research covers service systems and service logic, service quality, new service development and service innovation, customer experiences and transition from products to service. In 2008, he received the RESER Award “Commendation for lifetime achievement to scholarship” by The European Association for Service Research and in 2004 The AMA Career Contributions to the Services Discipline Award.