Hugo Guyader

I am a PhD student at Linköping University in Sweden where I focus my research on Access-Based Services, using case studies from the mobility sector (Skjutsgruppen, BlaBlaCar). I have a multi-method approach to research, conducting experiments, surveys, as well as interviews and netnography. The recent growth of shared mobility services, such as ridesharing and private car rentals, is a fascinating phenomenon to investigate.
I teach mainly marketing (both Fundamental and Advanced) to undergrads. I'm also involved in other courses in business administration and I have co-supervised theses. I like to bring my research in class and involve students with relevant practical applications of theory. I lecture on consumer behavior, service marketing, sustainability marketing and research methods.