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:

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Prof. Maria Holmlund-Rytkönen
Prof. Emeritus Tore Strandvik

 

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

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
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
2018, 'Reforming public services', Public Management Review, vol. 21, no. 5, pp. 775-788. https://doi.org/10.1080/14719037.2018.1529879
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
2016, 'Emotional Strategizing in Service Innovation', Management Decision, vol. 54, no. 2, pp. 270-287. https://doi.org/10.1108/MD-06-2014-0339
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
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
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
2014, 'Explaining corporate short-termism', Socio-Economic Review, vol. 12, no. 4, pp. 667-693. https://doi.org/10.1093/ser/mwu019
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
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
2011, 'Globalization for local retailing', Journal of Macromarketing, vol. 31, no. 3, pp. 291-311. https://doi.org/10.1177/0276146711408099
2011, 'Governmentality at the 'Base-of-the-Pyramid'', Journal of Macromarketing, vol. 31, no. 3, pp. 236-244. https://doi.org/10.1177/0276146711407506