Marketing Logics and Strategizing

This theme includes research on managers' and companies' perspectives and activities to create successful product and service offerings, marketing communication, and marketing activities.

Responsible faculty members:ackreditering_stor.jpg


Researchers focusing on the area:

Specific topics
  • Executives'/managers' mental models abou customers and markets
  • Service logic and customer-dominant logic
  • Customer needing
  • Strategic branding
  • Innovation strategizing
  • Time horizons in market strategizing
  • Core business/competence interpretation and decisions
Focus industries studied in the area
  • High-tech and ICT industry
  • Energy industry
  • FMCG industry
  • Financial services and banking industry

Recent publications

In the research database you will find all research activity.
To the research database


2018 Tore Strandvik, Maria Holmlund, Ilkka Lähteenmäki '“One of These Days, Things are Going to Change!” How Do you Make Sense of Market Disruption?' Business Horizons, vol 61, no. 3, pp. 477-486.


2016 Maria Holmlund, Tore Strandvik, Ilkka Lähteenmäki 'Digitalization Challenging Institutional Logics: Top Executive Sensemaking of Service Business Change' Journal of Service Theory and Practice, vol 27, no. 1, pp. 219-236.
2016 Catharina Koskull von, Tore Strandvik, Bård Tronvoll 'Emotional Strategizing in Service Innovation' Management Decision, vol 54, no. 2, pp. 270-287.


2015 Per Skålén, Johanna Gummerus, Catharina von Koskull, Peter Magnusson 'Exploring value propositions and service innovation' Journal of the Academy of Marketing Science, vol 43, no. 2, pp. 137-158.


2014 Tore Strandvik, Maria Holmlund, Christian Grönroos 'The Mental Footprint of Marketing in the Boardroom' Journal of Service Management, vol 25, no. 2, pp. 241-252.
2014 Christian Grönroos, Johanna Gummerus 'The service revolution and its marketing implications: Service logic versus service-dominant logic' Managing Service Quality, vol 24, no. 3, pp. 206 - 229.