We are happy to welcome Hugo Guyader to CTF. He will be working with professors Margareta Friman and Lars E Olsson in a research project on shared mobility, and will develop a survey for users of a Swedish ride sharing platform.
"My position at CTF involves research on shared mobility, particularly about ride sharing. This mode of transportation is not new, but it has a great potential for reducing the attachment to car ownership, and the associated negative aspects of traveling by car (alone)." says Hugo Guyader. "I鈥檓 really excited to work in this project at CTF. It is great opportunity for me to contribute to service research in the transportation sector, and to leverage my experience with the sharing economy context."
Besides his position as a research assistant at CTF, Hugo Guyader lectures marketing courses at Link枚ping University. He is also involved in the international think-tank Ouishare, and is part of the communication team for the American Marketing Association鈥檚 SERVSIG.
Hugo Guyader obtained his PhD in Business Administration from Link枚ping University in 2019. His research focuses on sustainable consumer behavior and the sharing economy. His dissertation 鈥淭he Heart & Wallet Paradox of Collaborative Consumption鈥 discusses the facilitation of peer-to-peer exchanges and how it challenges traditional modes of consumption. His methodological toolbox is based on a mixed-method approach to data collection with surveys, experiments, participants observation, interviews and (n)ethnography.
