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
Asst. Prof. Anu Norrgrann
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

Sebastian Schauman, Kristina Heinonen, Maria Holmlund-Rytkönen 2020, 'Crafting Customer Insight: What We Can Learn from the Revival of the Vinyl Record', Business Horizons,
Helena Liewendahl, Kristina Heinonen 2019, 'Frontline employees’ motivation to align with value propositions', Journal of Business & Industrial Marketing, vol. 35, no. 3, pp. 420-436.
Maria Holmlund-Rytkönen, Tore Strandvik, Antti Talonen 2018, 'Mental models of customer ownership in the executive board', Journal of Co-operative Organization and Management, vol. 6, no. 1, pp. 1-10.
Christian Grönroos 2018, 'Reforming public services', Public Management Review, vol. 21, no. 5, pp. 775-788. , ,
Tore Strandvik, Maria Holmlund-Rytkönen, Ilkka Lähteenmäki 2018, '“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.
Carlos Adrian Diaz Ruiz, Maria Holmlund-Rytkönen 2017, 'Actionable Marketing Knowledge: A Close Reading of Representation, Knowledge and Action in Market Research', Industrial Marketing Management, vol. 66, no. October, pp. 172-180.
Johanna Frösén, Maria Smirnova, Vera Rebiazina 2017, 'Customer orientation as a multidimensional construct: Evidence from the Russian markets', Journal of Business Research, vol. 86, no. May, pp. 457-467.
Jaakko Aspara, Jan Klein, Xueming Luo, Henrikki Tikkanen 2017, '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 . ,
Meri-Maaria Frig, Martin Fougère, Veronica Liljander, Pia Polsa 2016, 'Business Infomediary Representations of Corporate Responsibility', Journal of Business Ethics, vol. 151, no. 2, pp. 337-351.
Åke Finne, Christian Grönroos 2016, 'Communication-in-use: Customer-integrated marketing communication', European Journal of Marketing, vol. 51, no. 3, pp. 445-463.
Johanna Frösén, Henrikki Tikkanen 2016, 'Development and impact of strategic marketing', European Journal of Marketing, vol. 50, no. 12, pp. 2269-2294.
Maria Holmlund-Rytkönen, Tore Strandvik, Ilkka Lähteenmäki 2016, 'Digitalization Challenging Institutional Logics: Top Executive Sensemaking of Service Business Change', Journal of Service Theory and Practice2015, vol. 27, no. 1, pp. 219-236.
Catharina Koskull von, Tore Strandvik, Bård Tronvoll 2016, 'Emotional Strategizing in Service Innovation', Management Decision, vol. 54, no. 2, pp. 270-287.
Christian Grönroos 2016, 'Internationalization strategies for services: a retrospective', Journal of Services Marketing, vol. 30, no. 2, pp. 129-132.
Christian Grönroos, Thomas Boysen Anker, Leigh Sparks, Luiz Moutinho 2015, 'Consumer dominant value creation', European Journal of Marketing, vol. 49, no. 3/4, pp. 532-560.
Johanna Gummerus, Catharina Koskull von, Per Skålén, Peter Magnusson 2015, 'Exploring value propositions and service innovation', Journal of the Academy of Marketing Science, vol. 43, no. 2, pp. 137-158.
Annika Ravald, Danilo Brozovic, Fredrik Nordin 2015, 'Making sense of service dynamics: the honeybee metaphor', Journal of Services Marketing, vol. 29, no. 6/7, pp. 634-644.
Jaakko Aspara, Kalle Pajunen, Henrikki Tikkanen, Risto Tainio 2014, 'Explaining corporate short-termism', Socio-Economic Review, vol. 12, no. 4, pp. 667-693.
Carlos Adrian Diaz Ruiz, Christian Kowalkowski 2014, 'Market representations in industrial marketing', Industrial Marketing Management, vol. 43, no. 6, pp. 1026-1034.
Jaakko Aspara, Janne Tienari, Aula Hanna-Mari, Henrikki Tikkanen 2014, 'Struggles in organizational attempts to adopt new branding logics', Consumption, Markets and Culture, vol. 17, no. 6, pp. 522-552.
Tore Strandvik, Maria Holmlund-Rytkönen, Christian Grönroos 2014, 'The Mental Footprint of Marketing in the Boardroom', Journal of Service Management, vol. 25, no. 2, pp. 241-252.
Christian Grönroos, Johanna Gummerus 2014, 'The service revolution and its marketing implications: Service logic versus service-dominant logic', Managing Service Quality, vol. 24, no. 3, pp. 206 - 229.
Jaakko Aspara, Juha-Antti Lamberg, Arjo Laukia, Henrikki Tikkanen 2013, 'Corporate business model transformation and inter-organizational cognition', Long Range Planning, vol. 46, no. 6, pp. 459-474.
Jaakko Aspara, Henrikki Tikkanen 2013, 'Creating novel consumer value vs. capturing value', Journal of Business Research, vol. 66, no. 5, pp. 593-602.
Pia Polsa, Xiucheng Fan 2011, 'Globalization for local retailing', Journal of Macromarketing, vol. 31, no. 3, pp. 291-311.
Pia Polsa, Samuel K. Bonsu 2011, 'Governmentality at the 'Base-of-the-Pyramid'', Journal of Macromarketing, vol. 31, no. 3, pp. 236-244.
Christian Grönroos, Annika Ravald 2011, 'Service as business logic: implications for value creation and marketing', Journal of Service Management, vol. 22, pp. 5-22.