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

Our latest publications on marketing logics and strategizing

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