Thomas Ritter

Thomas Ritter serves as Professor of Market Strategy and Business Development within the Department of Strategy and Innovation at Copenhagen Business School. His research centers on commercial competence—examining how firms generate profits through customer-centric approaches across operational execution and executive leadership levels.

Ritter's work spans Commercial competence, Market strategies, Customer insight and segmentation, Customer relationship management, Customer value modelling, Business development, and Social media. He investigates theoretical foundations and practical applications in business-to-business contexts, with emphasis on value creation mechanisms, segmentation validity, and digital transformation impacts on organizational strategy.

Recent publications (2024-2025) reveal strong trends in AI-driven digitalization, B2B ecosystem evolution, and strategic renewal through project-based frameworks. Key thematic developments include digital authenticity in marketing, engagement ambidexterity, customer portfolio optimization, and the transition from traditional buying centers to complex buying ecosystems.

Ritter directs multiple research initiatives including MADE – Platform for Future Production, Driving Competitiveness through Servitization, From Big Data to Big Business (BDBB), Servitize.dk, Datadreven kundeindsigt, and Beyond Experimentation: AI-Driven Business Model Innovations in the Maritime Industry. He also provides executive education and management consulting through Commit-Consult and Thomas Ritter Aps while serving on boards for Weilbach AS (2018-2020) and Visionsoftware (2022-2023).