Business, Markets and Societal Dynamics

This theme includes research on new business models and innovations, systems and networks as well as responses to market dynamics.


Responsible faculty member:


Assoc. Prof. Johanna Gummerus


Researchers focusing on the area:

Prof. Jaakko Aspara
Prof. Emeritus Christian Grönroos
Assoc. Prof. Johanna Gummerus
Prof. Kristina Heinonen
Asst. Prof. Christian Kowalkowski
Prof. Veronica Liljander
Assoc. Prof. Pia Polsa


Specific topics

  • Business model innovations and design
  • Service innovations
  • Data/information-intensive business and digitalization
  • Customer communities and ecosystems, social media communities
  • Transformative service research
  • Value constellations and networks
  • Dynamics


Focus industries studied in the area

  • Energy industry
  • Transportation sector
  • Healthcare industry
  • Non-profit sectors
Sebastian Schauman, Kristina Heinonen, Maria Holmlund-Rytkönen 2020, 'Crafting Customer Insight: What We Can Learn from the Revival of the Vinyl Record', Business Horizons,
Jaakko Aspara, Simone Wies, Arvid Hoffmann, Joost Pennings 2019, 'Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?', Journal of Marketing, vol. 83, no. 4, pp. 58-80 .
Maria Sandberg, Kristoffer Bernhard Wilén, Kristian Klockars 2018, 'Green growth or degrowth? Assessing the normative justifications for environmental sustainability and economic growth through critical social theory', Journal of Cleaner Production, vol. 206, no. January 2019, pp. 133-141.
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.
Jaakko Aspara, Kristina Wittkowski 2018, 'Sharing-Dominant Logic? Quantifying the Association between Consumer Intelligence and Choice of Social Access Modes', Journal of Consumer Research, vol. 46, no. 2, pp. 201-222.
Jaakko Aspara, Kristina Wittkowski, Xueming Luo 2018, 'Types of intelligence predict likelihood to get married and stay married: Large-scale empirical evidence for evolutionary theory', Personality and Individual Differences, vol. 122, no. 1, pp. 1-6.
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.
Maria Sandberg 2017, 'Downsizing of Housing: Negotiating Sufficiency and Spatial Norms', Journal of Macromarketing, vol. 38, no. 2, pp. 154-167.
Maria Holmlund-Rytkönen, Elisabeth Brüggen, Jens Hogreve, Sertan Kabadayi, Martin Löfgren 2017, 'Financial Well-Being: A Conceptualization and Research Agenda', Journal of Business Research, vol. 79, no. October, pp. 228-237.
Christian Kowalkowski, Helen Perks, Lars Witell, Anders Gustafsson 2017, 'Network orchestration for value platform development', Industrial Marketing Management, vol. 67, no. November, pp. 106-121.
Henrik Virtanen, Åsa Hagberg-Andersson 2017, 'Orginizing for success: Finnish export partner groups in focus', Nordic Journal of Business, vol. 66, no. 3, pp. 177-199. , ,
Christian Kowalkowski, Mario Kienzler 2017, 'Pricing strategy', Journal of Business Research, vol. 78, no. September, pp. 101-110.
Christian Kowalkowski, Federico Androdegari, Nicola Saccani, Jyrki Vilo 2017, 'PSS business model conceptualization and application', Production Planning & Control, vol. 28, no. 15, pp. 1251-1263.
Christian Kowalkowski, Heiko Gebauer, Bart Kamp, Glenn Parry 2017, 'Servitization and deservitization', Industrial Marketing Management, vol. 60, no. January, pp. 4-10. ,
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 . ,
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.
Christian Kowalkowski, Heiko Gebauer, Rogelio Oliva 2016, 'Service growth in product firms', Industrial Marketing Management, vol. 60, no. January, pp. 82-88.
Pia Polsa, Ritu Narang, Alabi Soneye, Wei Fuxiang 2015, 'Atmosphere and service quality impact on healthcare outcome', International Journal of Health Care Quality Assurance, vol. 28, no. 2, pp. 129-140.
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.
Christian Grönroos, Katri Ojasalo 2015, 'Service productivity as mutual learning', International Journal of Quality and Service Sciences, vol. 7, no. 2-3, pp. 296-311.
Christian Kowalkowski, Charlotta Windahl, Daniel Kindström, Heiko Gebauer 2015, 'What service transition?', Industrial Marketing Management, vol. 44, no. 2, pp. 59-69.
Veronica Liljander, Johanna Gummerus, Magnus Söderlund 2015, 'Young consumers’ responses to suspected covert and overt blog marketing', Internet Research, vol. 25, no. 4, pp. 610-632.
Jaakko Aspara, Xueming Luo, Michelle Andrews, Song Yiping 2014, 'Group-buying deal popularity', Journal of Marketing, vol. 78, no. 2, pp. 20-33.
Johanna Frösén, Juho Petteri Huhtala, Antti Sihvonen, Matti Jaakkola, Henrikki Tikkanen 2014, 'Market orientation, innovation capability and business performance', Baltic Journal of Management, vol. 9, no. 2, pp. 134-152.
Christian Grönroos, Hannu Saarijärvi, Hannu Kuusela 2014, 'Reverse use of customer data', Journal of Services Marketing, vol. 28, no. 7, pp. 529-537.
Christian Kowalkowski, Daniel Kindström 2014, 'Service innovation in product-centric firms', Journal of Business & Industrial Marketing, vol. 29, no. 2, pp. 96-111.
Pia Polsa 2013, 'Crystallization and research in Asia', Qualitative Market Research: An International Journal, vol. 16, no. 1, pp. 76-93.
Pia Polsa, Wei Fuxiang, Maria Caroliina Sääksjärvi, Pei Shuyuan 2013, 'Cultural values and health care service quality in China', International Journal of Health Care Quality Assurance, vol. 26, no. 1, pp. 55-73.
Christian Kowalkowski, Daniel Kindström, Erik Sandberg 2013, 'Enabling service innovation', Journal of Business Research, vol. 66, no. 8, pp. 1063-1073.
Pia Polsa 2013, 'The Crossover-Dialogue Approach :', Journal of Business Research, vol. 66, no. 3, pp. 288-297.
Tore Strandvik, Maria Holmlund-Rytkönen, Bo Edvardsson 2012, 'Customer Needing: A Challenge for the Seller Offering', Journal of Business & Industrial Marketing, vol. 27, no. 2, pp. 132-141.
Pia Polsa, Karen Spens, Imoh Antai, Alabi Soneye 2011, 'Comparing the perceived quality of private and public health services in Nigeria', Journal of Management Policy and Practice, vol. 12, no. 7, pp. 18-26.
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.