Business, Markets and Societal Dynamics

This theme includes research on new business models and innovations, systems and networks as well as responses to market dynamics.


Responsible faculty member:ackreditering_stor.jpg
Assoc. Prof. Johanna Gummerus


Researchers focusing on the area:

Prof. Jaakko Aspara
Prof. Emeritus Christian Grönroos
Assoc. Prof. Johanna Gummerus
Prof. Kristina Heinonen
Asst. Prof. Christian Kowalkowski
Prof. Veronica Liljander
Assoc. Prof. Pia Polsa


Specific topics

  • Business model innovations and design
  • Service innovations
  • Data/information-intensive business and digitalization
  • Customer communities and ecosystems, social media communities
  • Transformative service research
  • Value constellations and networks
  • Dynamics


Focus industries studied in the area

  • Energy industry
  • Transportation sector
  • Healthcare industry
  • Non-profit sectors

Recent publications

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


2019 Simone Wies, Arvid Oskar Ivar Hoffmann, Jaakko Aspara, Joost M.E. Pennings 'Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?' Journal of Marketing, vol 83, no. 4, pp. 58-80 .


2018 Antti Talonen, Maria Holmlund, Tore Strandvik 'Mental models of customer ownership in the executive board' Journal of Co-operative Organization and Management, vol 6, no. 1, pp. 1-10.
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.
2018 Maria Sandberg, Kristian Klockars, Kristoffer Bernhard Wilén 'Green growth or degrowth? Assessing the normative justifications for environmental sustainability and economic growth through critical social theory' Journal of Cleaner Production, vol 206, no. January 2019, pp. 133-141.
2018 Jaakko Aspara, Kristina Wittkowski, Xueming Luo 'Types of intelligence predict likelihood to get married and stay married: Large-scale empirical evidence for evolutionary theory' Personality and Individual Differences, vol 122, no. 1, pp. 1-6.


2017 Carlos Diaz Ruiz, Maria Holmlund 'Actionable Marketing Knowledge: A Close Reading of Representation, Knowledge and Action in Market Research' Industrial Marketing Management, vol 66, no. October, pp. 172-180.
2017 Elisabeth C. Brüggen, Jens Hogreve, Maria Holmlund, Sertan Kabadayi, Martin Löfgren 'Financial Well-Being: A Conceptualization and Research Agenda' Journal of Business Research, vol 79, no. October, pp. 228-237.
2017 Christian Kowalkowski, Heiko Gebauer, Bart Kamp, Glenn Parry 'Servitization and deservitization' Industrial Marketing Management, vol 60, no. January, pp. 4-10.
2017 Henrik Virtanen, Åsa Hagberg-Andersson 'Orginizing for success: Finnish export partner groups in focus' Nordic Journal of Business, vol 66, no. 3, pp. 177-199.
2017 Mario Kienzler, Christian Kowalkowski 'Pricing strategy' Journal of Business Research, vol 78, no. September, pp. 101-110.
2017 Jaakko Aspara, Jan F. Klein, Xueming Luo, Henrikki Tikkanen 'The Dilemma of Service Productivity and Service Innovation: An Empirical Exploration in Financial Services' Journal of Service Research, vol 21, no. 2, pp. 249-262 .
2017 Federico Androdegari, Nicola Saccani, Christian Kowalkowski, Jyrki Vilo 'PSS business model conceptualization and application' Production Planning & Control, vol 28, no. 15, pp. 1251-1263.
2017 Maria Sandberg 'Downsizing of Housing: Negotiating Sufficiency and Spatial Norms' Journal of Macromarketing, vol 38, no. 2, pp. 154-167.
2017 Helen Perks, Christian Kowalkowski, Lars Witell, Anders Gustafsson 'Network orchestration for value platform development' Industrial Marketing Management, vol 67, no. November, pp. 106-121.


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 Christian Kowalkowski, Heiko Gebauer, Rogelio Oliva 'Service growth in product firms' Industrial Marketing Management, vol 60, no. January, pp. 82-88.


2015 Veronica Liljander, Johanna Gummerus, Magnus Söderlund 'Young consumers’ responses to suspected covert and overt blog marketing' Internet Research, vol 25, no. 4, pp. 610-632.
2015 Christian Kowalkowski, Charlotta Windahl, Daniel Kindström, Heiko Gebauer 'What service transition?' Industrial Marketing Management, vol 44, no. 2, pp. 59-69.
2015 Ritu Narang, Pia Polsa, Alabi Soneye, Wei Fuxiang 'Atmosphere and service quality impact on healthcare outcome' International Journal of Health Care Quality Assurance, vol 28, no. 2, pp. 129-140.
2015 Christian Grönroos, Katri Ojasalo 'Service productivity as mutual learning' International Journal of Quality and Service Sciences, vol 7, no. 2-3, pp. 296-311.
2015 Danilo Brozovic, Annika Ravald, Fredrik Nordin 'Making sense of service dynamics: the honeybee metaphor' Journal of Services Marketing, vol 29, no. 6/7, pp. 634-644.


2014 Juho Petteri Huhtala, Antti Sihvonen, Johanna Frösén, Matti Jaakkola, Henrikki Tikkanen 'Market orientation, innovation capability and business performance' Baltic Journal of Management, vol 9, no. 2, pp. 134-152.
2014 Daniel Kindström, Christian Kowalkowski 'Service innovation in product-centric firms' Journal of Business & Industrial Marketing, vol 29, no. 2, pp. 96-111.
2014 Xueming Luo, Michelle Andrews, Song Yiping , Jaakko Aspara 'Group-buying deal popularity' Journal of Marketing, vol 78, no. 2, pp. 20-33.
2014 Hannu Saarijärvi, Christian Grönroos, Hannu Kuusela 'Reverse use of customer data' Journal of Services Marketing, vol 28, no. 7, pp. 529-537.


2013 Daniel Kindström, Christian Kowalkowski, Erik Sandberg 'Enabling service innovation' Journal of Business Research, vol 66, no. 8, pp. 1063-1073.
2013 Pia Polsa 'The Crossover-Dialogue Approach :' Journal of Business Research, vol 66, no. 3, pp. 288-297.
2013 Pia Polsa, Wei Fuxiang, Maria Caroliina Sääksjärvi, Pei Shuyuan 'Cultural values and health care service quality in China' International Journal of Health Care Quality Assurance, vol 26, no. 1, pp. 55-73.
2013 Pia Polsa 'Crystallization and research in Asia' Qualitative Market Research: An International Journal, vol 16, no. 1, pp. 76-93.


2012 Tore Strandvik, Maria Holmlund, Bo Edvardsson 'Customer Needing: A Challenge for the Seller Offering' Journal of Business & Industrial Marketing, vol 27, no. 2, pp. 132-141.


2011 Pia Polsa, Karen Spens, Alabi Soneye, Imoh Antai 'Comparing the perceived quality of private and public health services in Nigeria' Journal of Management Policy and Practice, vol 12, no. 7, pp. 18-26.
2011 Pia Polsa, Xiucheng Fan 'Globalization for local retailing' Journal of Macromarketing, vol 31, no. 3, pp. 291-311.
2011 Samuel K. Bonsu, Pia Polsa 'Governmentality at the 'Base-of-the-Pyramid'' Journal of Macromarketing, vol 31, no. 3, pp. 236-244.