Galina Biedenbach has received seed money from the USBE Research Institute

To stay at the forefront of technological development and to increase operational efficiency, the leading Swedish retailers have introduced different self-service technologies in their stores. The research project aims to examine the potential effects of self-service technologies on the organizational identification of employees and brand citizenship behavior in the retail context. The project will provide practical recommendations for managers on how to make strategic decisions regarding the adoption of new technologies considering their implications for employees and customers. The research project will be developed in collaboration with Veronika Tarnovskaya, a researcher at the Centre for Retail Research at Lund University.