Building sales readiness for recurring-revenue offerings
About the company
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 will investigate how an industrial sales organization can evolve from transaction-led product sales towards recurring-revenue models. The study may cover sales capabilities, incentives, KPIs, organizational barriers, change management and tools for communicating the value of leasing, service contracts and lifecycle services.
Potential research questions
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What organizational barriers hinder the transition from product sales to recurring revenue?
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Which capabilities and tools are most important for successful selling?
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How should industrial sales organizations evolve to support service-based business models?
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Which incentives and KPIs best support recurring revenue growth?
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How can sales teams more effectively communicate the value of leasing and service solutions?
Requirements
Relevant background/Preferred Master Programs
We are looking for MSc students within Industrial Engineering & Management, Organizational Development, Strategy, Business Transformation or similar. You should be interested in commercial excellence, organizational change and how strategy becomes practical behaviour in sales teams.
You will contribute to an ongoing commercial transformation that connects strategy, people, incentives and execution. Working close to decision-makers, you will develop practical recommendations that can create value beyond the thesis itself.
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