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Personal profile


Per Vagn Freytag is professor in business-to-business marketing and is head of the research group Business-to-Business Marketing and Supply Chain Management.

My research is addressing several societal challenges within different industries and sectors. In particular I am researching within water related challenges. Clean and cleaning water and climate related water challenges has been and are explored in ongoing projects and is a main focus in the coming years. The focus has been on how business in collaboration with each other can develop sustainable business models and solutions and commercialize concepts, systems and product within the water sector.   

The aim is to develop new holistic based solutions which are sustainable through impact projects within the water sector. The research includes collaboration with different actors within the water sector such as public agencies at different levels, private companies and organizations, NGO and private citizens.  The research project facilitates and shapes the understanding of how a number of challenges for society and business can be addressed through business development and commercialization. 

Context or industry specific research projects has over the years played a major role in my research endeavors. Examples of such projects are projects about the advertising industry and the graphical industry (2010 – 2018), where the effects of digitalization of the industries and innovation of business models have been studied. Other projects have been of a more cross-disciplinary nature such as the participation in a project about Sales and Operations Planning (2017 – 2019) and the implementation of lean culture in the public health care sector (2016 -2017).  

The research design I apply is mainly collaborative where I often do research “with” instead of “about” practitioners. Different types of research methods are applied to provide insights in practitioners thoughts and behaviors.       

Apart from my research interest I have for many years been a member of the study board for part-time education and have developed and taught on several part time master programs and special designed courses for practitioners, where my research also has been applied through practical cases. Overall, I want to bridge the gap between academic through collaborative research design and through different forms means for dissemination of knowledge.   

Research areas:

Business development, business models, portfolio planning and segmentation, collaborative research, cross-disciplinary research, relationship building and networks. 

1986 1990 Ph.D. Department of Marketing, Copenhagen Business School.
1982 1985 Master of Business administration (marketing), Copenhagen Business School
1979 1982 Bachelor in International Commerce and Business Administration, Sønderborg Business School (Copenhagen Business School)
Research (exchange):
1991 Guest researcher, University of Denver, Colorado, US
2003 Guest professor, University of New South Wales, Sydney Australia

2007 - Program coordinator E-MBA
2007 - Master study council member
2008 - PhD study council member
2005 - Department council member
2005 2009 Program coordinator Master in international business development
2006 2009 PhD coordinator


PhD courses:

2008 Relationship Management – a normative perspective
2006 Relationship Management – a normative perspective
2002 Business Relationship Management

PhD supervision:
2005 Anne Kirketerp Linstad “Entrepreneurial learning and teaching” University of Southern Denmark, Co- supervisor Torben Bager. (on-going)
2007 Susanne W. Borg ”Sales training and development”. (on-going)
2007 Mads H. Mortensen ”Seller and buyer attractiveness” (on-going)
2008 Pia Storvang “Innovation and development” (on-going)
1999 2003 Niels Grünbaum ”Industriel kundetilfredshed? Konceptualisering af kundetilfredshedsbegrebet og udvikling af en typologi” (Industrial Customer Satisfaction? Conceptualisation of the Customer Satisfaction Concept and Development of a Typology) 2003. University of Southern Denmark.

1997 2002 Ann Højbjerg Clarke ”Segmentation of Industrial Markets and Determining Product Line for Product Development” 2002. Co-supervisor John Johansen. Funded and supported by ATV (The Danish Academy of Technical Sciences). University of Southern Denmark.
1996 2002 Anne Marie Hulgaard ”Interkulturel kommunikation – et komparativt studie”, Co-supervisor.

1991 1995 Carl Henrik Marcussen ”The Effects of EDI on Industrial Buyer-Seller Relationships”. Co-supervisor Niels Jørgensen, Southern Denmark Business School

Master courses:
2000 2009 Business-too-Business marketing (M.Sc.)
1999 2009 Method (E-MBA)
2007 2009 Market Relations (F-MBA)
2009 Business Marketing (E-MBA)
2006 2009 Method (F-MBA)
2006 2009 Master thesis – brush-up in Method (F-MBA)
2001 2009 Master thesis – brush-up in Method (E-MBA)

Bachelor courses:
2005 2006 Method
2000 2003 Marketing & ethics

2005 - Professor, Department of Entrepreneurship and Relationship Management, University of Southern Denmark.
2004 2005 Professor, Department of Marketing & Statistics, Aarhus School of Business
2001 2004 Professor, Department of Marketing, University of Southern Denmark.
1999 2002 Head of Department, Department of Marketing, University of Southern Denmark.
1998 1999 Head of Department of Market Economics and Industrial Relations, University of Southern Denmark.
1991 2001 Associate professor, Department of Business Economics, Southern Denmark Business School.
1989 1991 Assistant professor, Department of Business Economics, Southern Denmark Business School.
1986 1989 PhD student, Department of Marketing, Copenhagen Business School.
1984 1986 Part time teaching and market research.

1990 Pedagogical program for university teachers
2009 Supervision program for PhD


Danish: Mother tongue; English: Fluently spoken and written ; German: Fluently spoken and written.

Computer skills:

Extensive working knowledge of Microsoft Office.

Research areas

Segmentation, portfolio planning, business models, pricing, relationship management, outsourcing, innovation, qualitative method and cluster development.


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