Mana Farshid

Mana Farshid is an Associate Professor (Docent) in Industrial Marketing at KTH Royal Institute of Technology and Head of the Master’s Programme in Technology-Based Entrepreneurship. Her research is situated at the intersection of industrial marketing, entrepreneurship, and digitalisation, with a particular focus on platform-based business models and digital ecosystems.

Her work advances understanding of how digital platforms and emerging technologies reshape value creation, governance, and competitive dynamics in industrial and B2B contexts. She examines the mechanisms through which platformisation, AI, and digital twin technologies transform organisational processes, inter-firm relationships, and market structures. Her research contributes to ongoing debates in industrial marketing and innovation management by integrating perspectives from entrepreneurial marketing, ecosystem theory, and digital transformation.

Methodologically, her work combines quantitative and mixed-method approaches to analyse complex socio-technical systems and market interactions. Her research has been published in peer-reviewed journals and contributes to both theoretical development and managerial implications in rapidly evolving digital environments.

In addition to her research, she plays a leading role in higher education development, designing and directing interdisciplinary programmes that integrate entrepreneurship, technology, and innovation. She also brings industry experience from the financial sector, where she has worked with the design and implementation of business intelligence systems, including CRM, supporting data-driven decision-making in organisational contexts.