Search
Menu
  1. Departments and centres
  2. Department of Marketing
  3. CERS
  4. Work

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

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

Latest
Events
Sebastian Schauman, Kristina Heinonen, Maria Holmlund-Rytkönen 2020, 'Crafting Customer Insight: What We Can Learn from the Revival of the Vinyl Record', Business Horizons,
Kristina Heinonen, Tore Strandvik 2020, 'Reframing service innovation: COVID-19 as a catalyst for imposed service innovation', Journal of Service Management, https://doi.org/10.1108/JOSM-05-2020-0161
Helena Liewendahl, Kristina Heinonen 2019, 'Frontline employees’ motivation to align with value propositions', Journal of Business & Industrial Marketing, vol. 35, no. 3, pp. 420-436. https://doi.org/10.1108/JBIM-02-2019-0084
Maria Holmlund-Rytkönen, Tore Strandvik, Antti Talonen 2018, 'Mental models of customer ownership in the executive board', Journal of Co-operative Organization and Management, vol. 6, no. 1, pp. 1-10. https://doi.org/10.1016/j.jcom.2018.02.001
Christian Grönroos 2018, 'Reforming public services', Public Management Review, vol. 21, no. 5, pp. 775-788. https://doi.org/10.1080/14719037.2018.1529879 , ,
Tore Strandvik, Maria Holmlund-Rytkönen, Ilkka Lähteenmäki 2018, '“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. https://doi.org/10.1016/j.bushor.2018.01.014
Carlos Adrian Diaz Ruiz, Maria Holmlund-Rytkönen 2017, 'Actionable Marketing Knowledge: A Close Reading of Representation, Knowledge and Action in Market Research', Industrial Marketing Management, vol. 66, no. October, pp. 172-180. https://doi.org/10.1016/j.indmarman.2017.08.005
Johanna Frösén, Maria Smirnova, Vera Rebiazina 2017, 'Customer orientation as a multidimensional construct: Evidence from the Russian markets', Journal of Business Research, vol. 86, no. May, pp. 457-467. https://doi.org/10.1016/j.jbusres.2017.10.040
Jaakko Aspara, Jan Klein, Xueming Luo, Henrikki Tikkanen 2017, '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 . https://doi.org/10.1177/1094670517738368 ,
Meri-Maaria Frig, Martin Fougère, Veronica Liljander, Pia Polsa 2016, 'Business Infomediary Representations of Corporate Responsibility', Journal of Business Ethics, vol. 151, no. 2, pp. 337-351. https://doi.org/10.1007/s10551-016-3200-0
Åke Finne, Christian Grönroos 2016, 'Communication-in-use: Customer-integrated marketing communication', European Journal of Marketing, vol. 51, no. 3, pp. 445-463. https://doi.org/10.1108/EJM-08-2015-0553
Johanna Frösén, Henrikki Tikkanen 2016, 'Development and impact of strategic marketing', European Journal of Marketing, vol. 50, no. 12, pp. 2269-2294. https://doi.org/10.1108/EJM-10-2016-0557
Maria Holmlund-Rytkönen, Tore Strandvik, Ilkka Lähteenmäki 2016, 'Digitalization Challenging Institutional Logics: Top Executive Sensemaking of Service Business Change', Journal of Service Theory and Practice2015, vol. 27, no. 1, pp. 219-236. https://doi.org/10.1108/JSTP-12-2015-0256
Catharina Koskull von, Tore Strandvik, Bård Tronvoll 2016, 'Emotional Strategizing in Service Innovation', Management Decision, vol. 54, no. 2, pp. 270-287. https://doi.org/10.1108/MD-06-2014-0339
Christian Grönroos 2016, 'Internationalization strategies for services: a retrospective', Journal of Services Marketing, vol. 30, no. 2, pp. 129-132. https://doi.org/10.1108/JSM-11-2015-0354
Christian Grönroos, Thomas Boysen Anker, Leigh Sparks, Luiz Moutinho 2015, 'Consumer dominant value creation', European Journal of Marketing, vol. 49, no. 3/4, pp. 532-560. https://doi.org/10.1108/EJM-09-2013-0518
Johanna Gummerus, Catharina Koskull von, Per Skålén, Peter Magnusson 2015, 'Exploring value propositions and service innovation', Journal of the Academy of Marketing Science, vol. 43, no. 2, pp. 137-158. https://doi.org/10.1007/s11747-013-0365-2
Annika Ravald, Danilo Brozovic, Fredrik Nordin 2015, 'Making sense of service dynamics: the honeybee metaphor', Journal of Services Marketing, vol. 29, no. 6/7, pp. 634-644. https://doi.org/10.1108/JSM-01-2015-0046
Jaakko Aspara, Kalle Pajunen, Henrikki Tikkanen, Risto Tainio 2014, 'Explaining corporate short-termism', Socio-Economic Review, vol. 12, no. 4, pp. 667-693. https://doi.org/10.1093/ser/mwu019
Carlos Adrian Diaz Ruiz, Christian Kowalkowski 2014, 'Market representations in industrial marketing', Industrial Marketing Management, vol. 43, no. 6, pp. 1026-1034. https://doi.org/10.1016/j.indmarman.2014.05.015
Jaakko Aspara, Janne Tienari, Aula Hanna-Mari, Henrikki Tikkanen 2014, 'Struggles in organizational attempts to adopt new branding logics', Consumption, Markets and Culture, vol. 17, no. 6, pp. 522-552. https://doi.org/10.1080/10253866.2013.876347
Tore Strandvik, Maria Holmlund-Rytkönen, Christian Grönroos 2014, 'The Mental Footprint of Marketing in the Boardroom', Journal of Service Management, vol. 25, no. 2, pp. 241-252. https://doi.org/10.1108/JOSM-01-2014-0033#sthash.srzTyozx.dpuf
Christian Grönroos, Johanna Gummerus 2014, 'The service revolution and its marketing implications: Service logic versus service-dominant logic', Managing Service Quality, vol. 24, no. 3, pp. 206 - 229. https://doi.org/10.1108/MSQ-03-2014-0042
Jaakko Aspara, Juha-Antti Lamberg, Arjo Laukia, Henrikki Tikkanen 2013, 'Corporate business model transformation and inter-organizational cognition', Long Range Planning, vol. 46, no. 6, pp. 459-474. https://doi.org/10.1016/j.lrp.2011.06.001
Jaakko Aspara, Henrikki Tikkanen 2013, 'Creating novel consumer value vs. capturing value', Journal of Business Research, vol. 66, no. 5, pp. 593-602. https://doi.org/10.1016/j.jbusres.2012.04.004
Pia Polsa, Xiucheng Fan 2011, 'Globalization for local retailing', Journal of Macromarketing, vol. 31, no. 3, pp. 291-311. https://doi.org/10.1177/0276146711408099
Pia Polsa, Samuel K. Bonsu 2011, 'Governmentality at the 'Base-of-the-Pyramid'', Journal of Macromarketing, vol. 31, no. 3, pp. 236-244. https://doi.org/10.1177/0276146711407506
Christian Grönroos, Annika Ravald 2011, 'Service as business logic: implications for value creation and marketing', Journal of Service Management, vol. 22, pp. 5-22. https://doi.org/10.1108/09564231111106893