Accelerating customer adoption of service-based offerings
Founded in 1689, Husqvarna combines centuries of experience with the curiosity to keep moving forward. Today, Husqvarna Construction develops equipment, diamond tools, services and digital solutions that help professionals shape tomorrow’s built environment. As we continue to strengthen our position in the light construction industry, we are accelerating our focus on the aftermarket, creating new opportunities through services, connectivity, refurbishment and circular business models that deliver value throughout the entire customer lifecycle.
Thesis work objective
This thesis investigates how customers evaluate leasing and service-based offerings, why adoption differs between markets and segments, and how value propositions can be designed to make the benefits clearer. The focus can include customer decision-making, adoption barriers, offer packaging, pricing logic and sales communication.
Potential research questions
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Which factors influence customer adoption of leasing and service contracts, and how should Husqvarna Construction adapt its value propositions and offering design accordingly?
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Why do some customers prefer ownership while others choose service-based models?
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Which perceived benefits, risks, and barriers influence customer adoption?
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How should leasing and service offerings be packaged to increase adoption?
Relevant background/Preferred Master Programs
We are looking for MSc students within Industrial Engineering & Management, Marketing, Strategy, Business Development or similar. You should be interested in customer behaviour, value communication and commercial business development in a B2B environment.
You will work with a live commercial challenge where customer insight, offer design and sales execution meet. Your thesis can help shape how professional construction customers understand and adopt new service-based business models.
Thesis Level: Master (30 ECTS points)
Starting date: January 2027
Number of students: 2 students
Last application date: 15 Nov 2026
Location: Husqvarna Construction, Jonsered or Stockholm, Sweden