Open Workshop: From Jungle to Casino – Designing B2B Value Propositions Around Risk
The aim of the Open Workshop Series in Business and Management Studies is to promote top-quality academic and applied research in various fields of the social sciences. This is a unique opportunity for sharing knowledge and networking with local and international community members.
In this two-hour, hands-on session, you'll explore a simple question: what risk is a customer really being asked to give up? Working in teams with cases from Rolls-Royce's jet engines, Michelin's truck tires, Dürr's paint-shop equipment, and Siemens's wind turbines, you'll uncover how risk shifted from customer to supplier, why it mattered, and how the deal could have been structured differently. After a brief introduction from Hans Lind, you'll spend most of the session analyzing the cases yourself.
You'll leave with a practical way of reading any B2B service or outcome-based contract for the risk it's actually transferring, useful whether you design these deals, sell them, or study them. Open to anyone working on or researching business-to-business services; no background in risk theory required.
Speaker: Hans Lind, industrial PhD student at CTF Service Research Center, Karlstad University, Sweden
Hans Lind has spent nearly three decades at the intersection of technology, business development, and service innovation: first at Ericsson, and for the past 19 years at the Volvo Group. At Volvo, he has held a series of senior roles spanning service portfolio management at Volvo Buses, innovation and foresight at Connected Solutions, and most recently IT project management. Throughout, a recurring theme has been how large industrial companies create customer benefits through services rather than products alone.
Since 2024, Hans is also an industrial PhD student at CTF Service Research Center, Karlstad University, where he is researching risk and value in servitized business models; questions he has been grappling with in practice for much of his career. His dual role gives him an unusual vantage point: someone who has lived the challenges of servitization from the inside, and is now trying to make sense of them from the outside.
He is based in Gothenburg, Sweden, and is a visiting fellow at SSE Riga.
Discussion moderated by Prof. Arnis Sauka.
Attendance is free of charge.
Please sign up for the seminar, by writing to arnis.sauka@sseriga.edu by October 28, 2026.
The aim of the SSE Riga Open Workshop Series is to:
- Foster cooperation between business and management researchers, practitioners and policymakers, as well as
- Promote academic and applied research in various fields of the social sciences, focusing on but not limited to entrepreneurship, marketing, management, public administration, and strategy.
Organised by Professor Arnis Sauka, the Centre for Sustainable Business at SSE Riga