Wolfgang Ulaga , Ph.D.

AT&T Professor of Services Leadership & Co-Executive Director , Center for Services Leadership

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 firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of products, services and customer solutions, with an emphasis on business markets. 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. Since 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.  

Dr. Ulaga holds a PhD from the University of Paris 1, Pantheon-Sorbonne and received an Honorary Doctorate from Turku School of Economics, Finland, for his pioneering research on customer value and servitization strategies in B2B. His research investigates how firms craft service-growth strategies, develop new service business models in emerging and mature markets, design B2B service portfolios, capture more value through better service pricing and manage the change from a product-centric to a service-savvy salesforce. He has published numerous articles in leading academic and managerial journals, including Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS), or Journal of Service Research, among many others. Wolfgang has received numerous awards and recognitions, including 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, 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).  

Prior to joining ASU, he was on the full-time faculties at IMD Business School in Lausanne, HEC School of Management Paris, ESCP-EAP Paris, and EDHEC Lille. He also served as a Visiting Professor at the Medoza College of Business, University of Notre Dame, Indiana.  

Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.