Wolfgang Ulaga, Ph.D.
Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W.P. Carey Business School, Arizona State University. He works with business-to-business firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of B2B Products, Services and Customer Solutions. His executive education and teaching activities focus on companies can (co) create value for (and with) B2B customers, capture value through better pricing, compete through service excellence and create outstanding customer experiences in professional services and industrial goods markets. For more than 20 years, he is a frequent keynote speaker and has consulted with companies in diverse industries and designed and delivered customized executive education programs for corporations in services markets such as energy, global logistics, recycling and waste treatment, retailing, or telecommunications and in industrial goods markets such as aerospace, capital equipment, cables, chemicals, industrial gases, or medical devices.
Wolfgang’s research focuses on how B2B companies compete through value-based marketing, sales, and services. He investigates how firms implement service-growth strategies, manage the change from a product-centric to a service-savvy salesforce, design B2B service portfolios, capture more value through value pricing and value-based selling of products and services, and develop new service business models in emerging and mature markets.
Wolfgang’s research has been published in leading academic and managerial publications including Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS); Journal of Service Research, Journal of Business Research, Industrial Marketing Management, among others. Wolfgang has published multiple cases on customer value, service growth and business model innovation of firms, such as GE Healthcare India, Michelin Fleet Solutions, or Procter & Gamble, among others.
He has won numerous awards and recognitions, e.g. the 2010 HEC Paris Best Teacher of the Year Award, the 2011 American Marketing Association’s (AMA) Winter Educator’s Conference Overall Best Paper Award, and The Case Center’s Annual Awards for globally best-selling case in Marketing (2015 and 2016), Top 40 Best-Selling Case Authors (2016), and the Outstanding Case Writer Award (2016). In 2016, he received a Honorary Doctorate from Turku School of Economics, Finland.
Prior to joining ASU, he was on the full-time faculties at IMD Lausanne, HEC School of Management Paris, ESCP-EAP Paris, EDHEC Lille, and the University of Notre Dame, Indiana (Visiting Professor). Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.
Wolfgang holds a PhD from the University of Paris 1, Pantheon-Sorbonne. In 2016, he received a Honorary Doctorate from Turku School of Economics, Finland. He defended his Habilitation Thesis (HDR) at the University of Paris, Dauphine.