Faculty, postdoctoral and doctoral reseachers

Faculty, postdoctoral and doctoral researchers at the CERS Centre for Relationship Marketing and Service Management, in alphabetical order. Contact: firstname.lastname@hanken.fi

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Jaakko Aspara


Jaakko's research focuses on strategic marketing and management, including innovations and new business models; marketing-finance interface; brand management; field experiments with digital services; and consumers' financial decision-making. More about Jaakko




Peter Björk


Peter's research focus is in the field of service marketing, consumer behavior, tourism marketing and destination development. He has a special interest in service innovation and design, destination branding, tourist experiences and attraction marketing. Björk is associate editor for Scandinavian Journal of Hospitality and Tourism, and Finnish Journal of Tourism Research, and a board member of the Finnish University Network for Tourism Studies (FUNTS). More about Peter


Robert Ciuchita
Assistant Professor


Robert is passionate about and intrigued by service innovation. His research revolves around consumer learning from technology-empowered interactions and consumer (dis)engagement with service innovation with a focus on digital services such as mobile payment, multiplayer video games and online socialization platforms. More about Robert


Åke Finne


Åke's research focuses on relationship communication: Integrated marketing communication (IMC), communication from a recipient perspective as well as silent communication. Åke is also interested in the relationship between visual advertisement and ethics from a gender perspective. More about Åke



Johanna Frösén

Associate Professor


Johanna’s research focuses on strategic marketing, including topics such as marketing performance and control, marketing metrics and analytics, strategic orientations and organizational climate, and market-based capabilities. She has a broad interest towards both qualitative and quantitative research methods. More about Johanna


Christian Grönroos
Professor Emeritus


Professor Emeritus Christian Grönroos' research focuses mainly on three areas: the nature of a service-centered perspective on business and marketing (service logic), reinventing marketing through promise management, and transforming manufacturing into service business. He has recently published a series of short video lectures on "Principles of service management" on YouTube. More about Christian


Johanna Gummerus
Associate Professor


Johanna's research interests are wide, and include consumer service experiences, service innovation and social media marketing. She is also interested in how value is created, destructed and assessed by different parties. She finished her Ph.D. thesis in 2011 on the topic "Customer value in e-service: Conceptual foundation and empirical evidence". More about Johanna


Kristina Heinonen


Kristina is interested in service value, e-service and mobile service, dynamics of customer relationships, and integrated marketing communication. More about Kristina





Maria Holmlund-Rytkönen


Maria's primary research focuses on service and customer-oriented management in business-to-business markets including the following topics: - Mental models in business and the relevance of marketing in companies. - Relationship dynamics: Initiation of business-to-business relationships, and Relationship ending. - Service transition and services in an industrial setting. More about Maria


Veronica Liljander


Veronica is currently involved in studying storytelling and its impact on service marketing, as well as on consumers in general. More about Veronica





Anu Norrgrann
Assistant Professor


Anu is particularly interested in research themes with symbols and meanings in focus. Her research topics are linked to both business to business and consumer contexts, examining for instance brands as resources in business networks, and the home as a context of consumption. Her work has also focused on the retail setting. Anu also has a special interest in (auto)ethnography as a research method. More about Anu


Pia Polsa
Associate Professor


Pia's research includes cross-national service quality, power and relationships in marketing channels and retailing, business models in emerging markets, and crystallization in business methodology. Pia's empirical research settings are cross-national and comparative, emerging and poor markets, and non-profit organizations like health care. Pia has worked with both ethnographic and quantitative data from Finland, US, Poland, China, India, Nigeria, and Netherlands. More about Pia


Annika Ravald
Associate Professor


Annika's research follows an inductive approach, focusing mainly on basic research aiming at conceptual theory development. Ravald fancies strategic marketing issues, such as business logics and models; market, network, relationship and service dynamics; navigation in emerging business landscapes; and the dynamics of value creation in various types of constellations. Her publications can be found in for instance Journal of Service Research, Journal of Business Research, Industrial Marketing Management, Journal of Service Management and European Journal of Marketing. More about Annika


Anne Rindell
Associate Professor


Anne Rindell is Associate Professor and Docent at CERS Hanken. Anne's research focuses primarily on branding, corporate heritage and image management. Her special interest is the consumer and customer perspective. She also does research on arts management and service innovation.More about Anne



Tore Strandvik
Professor Emeritus


Research on service, relationships and marketing communication both within the field of B-to-C and B-to-B. More about Tore





Paul Viio
Professor of Practice


Paul's research focuses on value-based selling and sales management, and relationship-orientation of sales and purchasing in a business-to-business context. He has close to twenty years of B2B sales experience across Europe, earned his PhD degree from Hanken, and is interested in developing sales and business profitability in a sustainable manner. More about Paul


Henrik Virtanen
Assistant Professor


Henrik is interested in social media marketing and in dynamics of networks, relationships and coopetition within the field of B-to-B. The context for the research is often SMEs. More about Henrik


Dominik Mahr
Senior Fellow Researcher

Portrait of Dominik Mahr

His work integrates research, education and business practice of marketing, innovation, digitisation, strategy, services and design thinking. 




Stefanie Paluch
Senior Fellow Researcher

Portrait of Stefanie Paluch

Her research and teaching is concerned with innovative topics such as risk and frustration with smart technologies in the B2B-context.




Magnus Söderlund
Senior Fellow Researcher

Portrait of Magnus Söderlund

His current research interests comprise customer satisfaction, customer loyalty, and service encounters.





Per Kristensson
Senior Fellow Researcher

Profile of Per Kristensson

His research focuses on creativity, innovation, decision making, behavior change, service management and consumer psychology.


Anu Helkkula
Affiliated Researcher


Anu's primary research interests include service and value experience, experience of value creating practices, co-creation of value, phenomenology, qualitative research methods and development of innovation practices. Before entering academia, she worked for 20 years in service management and development positions. More about Anu



Christian Kowalkowski
Affiliated Researcher


Christian's research is concerned with service infusion in manufacturing firms; that is, how traditional goods-centric firms can navigate the transition to a service-savvy business model. He is also interested in service innovation, dynamics of value propositions, and solutions marketing. More about Christian




Helena Liewendahl
Affiliated Researcher

Helena Liewendahl

Helena's research focus: Dr. (econ) Hanken, 2014. Brand-, service- and CSR promise alignment & employee motivation. More about Helena





Gustav Medberg
Affiliated Researcher


Gustav’s primary research interests include service marketing and management, retail banking, value creation/destruction, and qualitative research methods such as, for example, netnography and narrative inquiry. In his PhD thesis, Gustav explored how customers perceive value in retail banking services. More about Gustav



Reza Movarrei
Affiliated Researcher


Reza’s research focuses on quantitative study of consumer decision making including value creation through conspicuous consumption, social consumption and gamified consumption of services and products. More about Reza








Anna Abramova
Doctoral Student


The main focus of Anna’s research is in Sales Management. Anna is looking at how social media can be used at different stages of a sales process. Her interest also lies in cross functional cooperation between sales and marketing departments and alignment of their KPIs and rewards. More about Anna 



Kimia Aghayi
Doctoral Student

Photo of Kimia Aghayi

My research areas are artificial Intelligence and AI applications in Marketing. More about Kimia






Phuong Dao
Doctoral Student


Dao's research focus is service design and Innovation - especially disruptive innovation in the digital industry. Dao studies how service design can be a strategic tool to improve digital innovations to make it product-market fit based on the customer orientation method. More about Dao



Marianne Dube
Doctoral Student


Marianne's research focuses on blog marketing and different ways how bloggers and companies could work together. She is also interested in what motivates people to produce and share content in social media. More about Marianne




Wuraola Falana
Doctoral Student

A picture of researcher Wuraola Falana

Wuraola is interested in consumer behaviour research but currently working on the drivers of consumer perception of brand innovativeness, how this perception can be changed and sustained. More about Wuraola




Jori Grym
Doctoral Student


I research how human beings make choices using decision theory. I'm especially interested in unconscious and ethical decision making. I study these subjects in a broad context but lately have been concentrating in the world of cryptocurrencies. More about Jori




Pekka Helle
Doctoral Student


During the past half a dozen years, Pekkas research has aimed to provide an alternative to the models of value creation that we have inherited from neoclassical economics. Pekkas natural areas of interest thus involves research within a stream of research called Service Logic (i.e. Service-Dominant Logic, Service Science). More about Pekka


Naomi Kasahara
Doctoral Student


Naomi´s research focuses on understanding how brand meaning is being formed in the Japanese cultural and social contexts and how Japanese culture influences on its formation from a customer perspective. Naomi completes his study by examining the mental activities of consumers´ minds that emerges from the interaction of social and biological processes. Beside mental activities, Naomi is also interested in cultural values of consumers. More about Naomi


Fares Khalil
Doctoral Student


The central focus of Fares's research is on the use of technology in supporting new service experiences. More specifically, Value Formation is looked at from the user's perspective while exploring how service managers can better leverage data and Machine Leaning within a human-centered framework. More about Fares



Tomas Lindström
Doctoral Student


Tomas is interested in brand images and measurement. His current research focuses on brand images evolve in different company stakeholder groups. Tomas is also interested in how market researchers' assumptions on brand image measurement shape how firms see the brand image and ultimately attempt to manage it. More about Tomas



Irina Neganova
Doctoral Student


Irina's research interests concern the role of customers in service innovations. Particularly, she explores customer perspective on solution development. She also studies value co-creation in consumer communities relating to new service development. More about Irina




Virpi Näsänen
Doctoral Student


Virpi has a professional background in arts management and her current research focuses on marketing and market orientation of art organizations. She is also interested in service design in the field of arts and culture. More about Virpi




Valeria Penttinen
Doctoral Student



Valeriia's research focuses on usage of unstructured data in marketing analytics. She is particularly interested in studying different types of unstructured data used by companies as well as skills required from managers to successfully integrate such data into marketing decision-making. More about Valeriia



Arafat Rahman
Doctoral Student


Arafat is interested in transformative service research. He currently examines how transformative role can be conceptualized from provider’s perspective, and how the enactment of this role can lead to well-being outcomes for the recipients of services. More about Arafat




Maria Sandberg
Doctoral Student


Maria’s research interests include sustainable production-consumption systems, voluntary simplicity and sustainability discourses. Her current research focuses on sustainable housing. More about Maria





Sonja Sarasvuo
Doctoral Student


Sonja's research interests include organizational identity, corporate branding and branding in business-to-business contexts. Particularly, her research focuses on the diversity of organizational identities through examining multiple stakeholders' perceptions over time. More about Sonja




Sebastian Schauman
Doctoral Student


Sebastian is interested in the institutional dimension of markets and consumer practices. He focuses on how neo-institutional theory can be used to help conceptualize markets as institutions and how changes in consumption practices can be understood as the outcome of changes within the extra-individual dimensions that both enable and restrict particular acts of consumption. More about Sebastian


Steven Schoenmaker

Doctoral Student

Photo of Steven Schoenmaker

Steven is interested in behavioural economics and studies the phenomenon nudging. He tries to uncover the factors that influence consumer's unconscious decision-making processes regarding their choices for a healthy – or unhealthy – lifestyle. By aiming to figure out how and why a specific architecture of choices, i.e. the way a choice is presented, steers consumers into a certain direction, Steven hopes to be able to provide policy-makers and organisations with guidelines on how to design choice architectures in a way that they can reduce socioeconomic problems regarding an unhealthy population.


Hannu Tikkanen
Doctoral Student


Hannu is interested in how people make sense of health and wellbeing through the use of technology-based services, such as wearable devices and mobile applications. More generally, his research interests lie in the areas of Transformative Service Research and Consumer Culture Theory. More about Hannu



Kristoffer Wilén
Doctoral Student


Kristoffer's research interests include: social ecological economics; degrowth; ethics and the social logic of sustainable consumption; sustainability of consumerism, consumer culture, and economism; individualization and privatization of responsibility; commodification of life in marketing society. His PhD thesis is called 'Sustainable Consumption in a World of Disconnectedness'. More about Kristoffer