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