Dr. Tor Wallin Andreassen is a Professor of Innovation at the Norwegian School of Economics (NHH), where he also founded the research center Digital Innovations for Sustainable Growth (DIG). With a rich academic and professional background, he has contributed extensively to the fields of service and innovation management, earning accolades such as the MSI/H. Paul Root Award for the most significant contribution to the advancement of marketing practice in an article published in the Journal of Marketing and he is serving on the editorial boards of leading journals. He is the founder of key initiatives like the Norwegian Innovation Index which has been adopted by 10 countries and has held leadership roles at institutions worldwide, including Vanderbilt University, the University of Cambridge, and Stanford University.