Jon Sundbo

Jon Sundbo is a Professor of Business Administration at Roskilde University's Department of Social Sciences and Business, specializing in innovation within service industries, experience economy, and tourism. He serves as the initiator and leader of the research group Innovation in Service and Experience and the interdisciplinary Center for Experience and Tourism Research at RUC. Additionally, he holds external affiliation as Professor II at Nord University (2014-2018) and participates in cross-university research through the AI in Knowledge Service group.

Professor Sundbo's research spans service industries, experience economy, tourism, organization and management, marketing, IT development, and economic development. His work focuses on innovation within these business areas, particularly examining how organizations develop and implement innovative practices. His recent research increasingly explores the intersection of artificial intelligence with service innovation and experience creation, while maintaining strong connections to tourism development and local food systems.

The publication record reveals a clear trend toward interdisciplinary research that bridges traditional business administration with emerging technologies and experiential approaches. His recent work (2022-2024) shows a strong emphasis on artificial intelligence applications in services, destination development challenges, second home tourism, and experience design. These publications demonstrate his evolving research trajectory from foundational work on the experience economy toward contemporary challenges involving digital transformation and sustainable destination development.

Professor Sundbo has been actively involved in research leadership through numerous projects including the Inter-institutional Network on Services and Artificial Intelligence (2021-2024), Digifood (2020-2024), and the Zealand Food Initiative (2010-present). His collaborative work extends through innovation networks like Service Platformen and the Innovation Network for the Experience Economy, connecting academic research with practical business applications.

As an educator, Sundbo has taught organization and management, experience economy, innovation and business development. He has served as director of studies for business economics programs and directed a business economics PhD program, supervising students at all levels including PhD candidates. His leadership extends to the cross-university research group AI in Knowledge Service and various editorial roles including co-editing the Handbook of Services and Artificial Intelligence (2024).