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. Emeritus 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

  • 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