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


Researchers focusing on the area:

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

Recent publications

In the research database you will find all research activity.
To the research database


2018 Christian Grönroos 'Reforming public services' Public Management Review, vol 21, no. 5, pp. 775-788.
2018 Antti Talonen, Maria Holmlund, Tore Strandvik 'Mental models of customer ownership in the executive board' Journal of Co-operative Organization and Management, vol 6, no. 1, pp. 1-10.
2018 Tore Strandvik, Maria Holmlund, Ilkka Lähteenmäki '“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.


2017 Maria M. Smirnova, Vera A. Rebiazina, Johanna Frösén 'Customer orientation as a multidimensional construct: Evidence from the Russian markets' Journal of Business Research, vol 86, no. May, pp. 457-467.
2017 Carlos Diaz Ruiz, Maria Holmlund 'Actionable Marketing Knowledge: A Close Reading of Representation, Knowledge and Action in Market Research' Industrial Marketing Management, vol 66, no. October, pp. 172-180.
2017 Jaakko Aspara, Jan F. Klein, Xueming Luo, Henrikki Tikkanen '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 .


2016 Meri-Maaria Frig, Martin Fougère, Veronica Liljander, Pia Polsa 'Business Infomediary Representations of Corporate Responsibility' Journal of Business Ethics, vol 151, no. 2, pp. 337-351.
2016 Maria Holmlund, Tore Strandvik, Ilkka Lähteenmäki 'Digitalization Challenging Institutional Logics: Top Executive Sensemaking of Service Business Change' Journal of Service Theory and Practice, vol 27, no. 1, pp. 219-236.
2016 Catharina Koskull von, Tore Strandvik, Bård Tronvoll 'Emotional Strategizing in Service Innovation' Management Decision, vol 54, no. 2, pp. 270-287.
2016 Åke Finne, Christian Grönroos 'Communication-in-use: Customer-integrated marketing communication' European Journal of Marketing, vol 51, no. 3, pp. 445-463.
2016 Christian Grönroos 'Internationalization strategies for services: a retrospective' Journal of Services Marketing, vol 30, no. 2, pp. 129-132.


2015 Per Skålén, Johanna Gummerus, Catharina von Koskull, Peter Magnusson 'Exploring value propositions and service innovation' Journal of the Academy of Marketing Science, vol 43, no. 2, pp. 137-158.
2015 Danilo Brozovic, Annika Ravald, Fredrik Nordin 'Making sense of service dynamics: the honeybee metaphor' Journal of Services Marketing, vol 29, no. 6/7, pp. 634-644.


2014 Tore Strandvik, Maria Holmlund, Christian Grönroos 'The Mental Footprint of Marketing in the Boardroom' Journal of Service Management, vol 25, no. 2, pp. 241-252.
2014 Christian Grönroos, Johanna Gummerus 'The service revolution and its marketing implications: Service logic versus service-dominant logic' Managing Service Quality, vol 24, no. 3, pp. 206 - 229.
2014 Carlos Diaz Ruiz, Christian Kowalkowski 'Market representations in industrial marketing' Industrial Marketing Management, vol 43, no. 6, pp. 1026-1034.
2014 Jaakko Aspara, Kalle Pajunen, Henrikki Tikkanen, Risto Tainio 'Explaining corporate short-termism' Socio-Economic Review, vol 12, no. 4, pp. 667-693.
2014 Jaakko Aspara, Aula Hanna-Mari, Janne Tienari, Henrikki Tikkanen 'Struggles in organizational attempts to adopt new branding logics' Consumption, Markets and Culture, vol 17, no. 6, pp. 522-552.


2013 Jaakko Aspara, Henrikki Tikkanen 'Creating novel consumer value vs. capturing value' Journal of Business Research, vol 66, no. 5, pp. 593-602.
2013 Jaakko Aspara, Juha-Antti Lamberg, Arjo Laukia, Henrikki Tikkanen 'Corporate business model transformation and inter-organizational cognition' Long Range Planning, vol 46, no. 6, pp. 459-474.


2011 Christian Grönroos, Annika Ravald 'Service as business logic: implications for value creation and marketing' Journal of Service Management, vol 22, pp. 5-22.
2011 Pia Polsa, Xiucheng Fan 'Globalization for local retailing' Journal of Macromarketing, vol 31, no. 3, pp. 291-311.
2011 Samuel K. Bonsu, Pia Polsa 'Governmentality at the 'Base-of-the-Pyramid'' Journal of Macromarketing, vol 31, no. 3, pp. 236-244.