Dr Christoph Breidbach

  • Room: Level: 10 Room: 15
  • Building: Doug McDonell Building
  • Campus: Parkville

Research interests

  • Digital Transformation (Augmented Reality, Big data, Fintech, Sharing Economy)
  • Service Science (Service Innovation and Design, Smart Service Systems)
  • Service-dominant logic and value cocreation


I am a service scientist. My interdisciplinary research agenda focuses on exploring the digital transformation of service ecosystems. Drawing on marketing and information systems research, I study the triad of organizations, technology and people in the context of professional and financial service firms, as well as the sharing economy. My teaching at The University of Melbourne focuses on emerging technologies, as well as service innovation management. I engage and collaborate extensively with industry partners from professional services, retail, and technology/startups in Australia and abroad.

Recent publications

  1. Antons, D.; Breidbach, CF. Big Data, Big Insights? Advancing Service Innovation and Design With Machine Learning. Journal of Service Research. SAGE PUBLICATIONS INC. 2018, Vol. 21, Issue 1, pp. 17-39. DOI: 10.1177/1094670517738373
  2. Kostakos, P.; Pandya, A.; Oussalah, M.; Hosio, S.; Sattari, A.; Kostakos, V.; Van Berkel, N.; Breidbach, C.; Kyriakouli, O. Correlating Refugee Border Crossings with Internet Search Data. Proceedings - 2018 IEEE 19th International Conference on Information Reuse and Integration for Data Science, IRI 2018. IEEE. 2018, pp. 264-268. DOI: 10.1109/IRI.2018.00048
  3. Breidbach, CF.; Ranjan, S. How do Fintech Service Platforms Facilitate Value Co-Creation? An Analysis of Twitter Data. ICIS: Transform. Soc. Digit. Innov.. Association for Information Systems. 2018.
  4. Breidbach, C.; Choi, S.; Ellway, B.; Keating, BW.; Kormusheva, K.; Kowalkowski, C.; Lim, C.; Maglio, P. Operating without operations: how is technology changing the role of the firm?. Journal of Service Management. EMERALD GROUP PUBLISHING LTD. 2018, Vol. 29, Issue 5, pp. 809-833. DOI: 10.1108/JOSM-05-2018-0127
  5. Brust, L.; Antons, D.; Breidbach, CF.; Salge, TO. Service-Dominant Logic and Information Systems Research: A Review and Analysis Using Topic Modeling. ICIS: Transform. Soc. Digit. Innov.. Association for Information Systems. 2018.
  6. Ramadani, L.; Kurnia, S.; Breidbach, C. Advancing ICT4D Research through Service-Dominant Logic. . Australasian Conference on Information Systems ACIS. 2017.
  7. Breidbach, CF.; Brodie, RJ. Engagement platforms in the sharing economy Conceptual foundations and research directions. Journal of Service Theory and Practice. EMERALD GROUP PUBLISHING LTD. 2017, Vol. 27, Issue 4, pp. 761-777. DOI: 10.1108/JSTP-04-2016-0071
  8. Asadi Someh, I.; Breidbach, CF.; Davern, M.; Shanks, G. Ethical implications of big data analytics. 24th European Conference on Information Systems, ECIS 2016. AISel. 2016, pp. 1-10.
  9. Breidbach, CF.; Brodie, RJ. Nature and Purpose of Engagement Platforms. . Routledge. 2016, pp. 124-136.
  10. Breidbach, CF.; Antons, D.; Salge, TO. Seamless Service? On the Role and Impact of Service Orchestrators in Human-Centered Service Systems. Journal of Service Research. SAGE PUBLICATIONS INC. 2016, Vol. 19, Issue 4, pp. 458-476. DOI: 10.1177/1094670516666370
  11. Breidbach, CF.; Maglio, PP. Technology-enabled value co-creation: An empirical analysis of actors, resources, and practices. Industrial Marketing Management. ELSEVIER SCIENCE INC. 2016, Vol. 56, pp. 73-85. DOI: 10.1016/j.indmarman.2016.03.011
  12. Breidbach, C.; Maglio, PP. A Service Science Perspective on the Role of ICT in Service Innovation. . AISeL. 2015.
  13. Breidbach, CF.; Reefke, H.; Wood, LC. Investigating the formation of service supply chains. The Service Industries Journal. ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD. 2015, Vol. 35, Issue 1-2, pp. 5-23. DOI: 10.1080/02642069.2014.979404
  14. Srinivasan, A.; Breidbach, C.; Kolb, DK. Service Science. . Wiley. 2015, pp. 253-255. DOI: 10.1002/9781118785317.weom070223
  15. Breidbach, CF.; Chandler, JD.; Maglio, PP. The Duality of Second Screens: A Phenomenological Study of Multi-Platform Engagement and Service Experiences. Proceedings of the Annual Hawaii International Conference on System Sciences. IEEE COMPUTER SOC. 2015, Vol. 2015-March, pp. 1432-1441. DOI: 10.1109/HICSS.2015.174
  16. Nothman, J.; Ahmad, A.; Breidbach, C.; Malet, D.; Baldwin, T. Understanding Engagement with Insurgents through Retweet Rhetoric. . Australian Language Technology Association. 2015, pp. 122-127.
  17. Breidbach, CF.; Brodie, R.; Hollebeck, L. Beyond Virtuality: from engagement platforms to engagement ecosystems. Managing Service Quality: An International Journal. EMERALD GROUP PUBLISHING LIMITED. 2014, Vol. 24, Issue 6, pp. 592-611. DOI: 10.1108/MSQ-08-2013-0158
  18. Breidbach, C.; Maglio, PP. Does Augmented Reality Enhance Service Experiences?. . University of Miami. 2014.
  19. Breidbach, C.; Maglio, PP.; Selinger, P. How do Business Models Evolve through Big-data Analytics?. . 2014.
  20. Breidbach, C.; Maglio, PP. Innovation as Service System Reconfiguration: Implications for IS Research. . AIS. 2014.

View a full list of publications on the University of Melbourne’s ‘Find An Expert’ profile