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:
Prof. Maria Holmlund-Rytkönen
Prof. Tore Strandvik Researchers focusing on the area:Prof. Jaakko Aspara
Prof. Kristina Heinonen
Prof. Emeritus Christian Grönroos
Prof. Maria Holmlund-Rytkönen
Prof. Tore Strandvik
Assoc. Prof. Annika Ravald
Assoc. Prof. Anne Rindell
Asst. Prof. Anu Norrgrann
Lecturer Åke Finne 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