Peder Inge Furseth

Peder Inge Furseth is a Professor in the Department of Communication and Culture at BI Norwegian Business School, where he has been employed since 2018 as a Full Professor (previously as an Associate Professor from 2000-2018). He is affiliated with both the Nordic Centre for Internet and Society and the BI Centre for Creative Industries. With over 20 years of academic experience, Furseth specializes in integrating executive education with research, workshops, and professional networks.

His educational background includes a PhD from the University of Oslo (1999), a Master's in Sociology (1992), and a Master's in Economics (1989), all from the University of Oslo. Prior to his position at BI, he held academic positions at Molde University College, Norwegian School of Trade and Retail Management, and worked as a Research Assistant at the National Institute for Consumer Research. He has also served as a Visiting Scholar at University of California at Berkeley (2023) and Saïd Business School, University of Oxford (2022).

Furseth's research focuses on responsible organizational transformation driven by new technologies, business models, innovation culture, and value creation. His work examines how organizations develop innovation capability to navigate digital transformation successfully. He has developed frameworks like the Service Innovation Triangle to help organizations understand value-driven service innovation. His research spans digital transformation in journalism, retail innovation, service ecosystems, and the impact of digital giants like Amazon on Nordic markets.

His recent publications reveal a strong focus on digital transformation challenges facing Norwegian businesses, particularly analyzing how organizations can develop innovation capability to create value in the digital economy. His work shows a progression from theoretical frameworks of service innovation to practical applications in specific industries like retail and journalism, with increasing attention to crisis situations and organizational adaptation.

Furseth is actively engaged in public discourse, frequently contributing to major Norwegian media outlets including Aftenposten, Dagens Næringsliv, and NRK. His commentary often addresses the implications of digital transformation for Norwegian businesses, particularly the retail sector's response to Amazon's expansion into the Nordic region.

As an educator, Furseth leads the master of management program called 'Digitization, Innovation, and New Business Models,' a 160-hour course with modules in both Oslo and the San Francisco Bay Area. This program reflects his commitment to bridging academic theory with practical business applications in the digital economy.

His research methodology combines qualitative case studies with theoretical frameworks from service innovation, organizational theory, and digital transformation literature. He frequently collaborates with international scholars and practitioners, particularly in the retail and digital services sectors.