Maria Holmlund(-Rytkönen) has been since 2008 a Professor of Marketing at Hanken School of Economics.
My research interests broadly encompass service and customer-oriented business innovation, with a specific focus on managerial sensemaking and the dynamics of customers, business relationships, and markets. These topics are relevant to both theoretical knowledge development and business practice. My research has been published in over 60 scholarly papers and has appeared in highly regarded academic journals such as the Journal of Business Research, Industrial Marketing Management, Journal of Service Management, Marketing Theory, Journal of Cleaner Production, Business Horizons, and Journal of Business and Industrial Marketing. Since 2016, I have served as an Associate Editor for the Journal of Business Research (Service Research). Since 2026, I have also been an Associate Editor for the Journal of Service Management, and I have served on the editorial boards of several core international journals in service and business‑to‑business research.
My teaching experience spans all levels of learners in various marketing topics, including business-to-business marketing, service marketing, and research methods. I have also supervised bachelor's and master's theses, EMBA final projects, and numerous doctoral students from the start of their research to the completion of their Ph.D. dissertations.
At Hanken, I currently serve as the Head of the Department, encompassing the subjects of Marketing, Supply Chain Management, and Social Responsibility. Between 2018 and 2021, I was the Program Director, and thereafter, until July 2023, I served as Dean of Programmes and Quality Assurance. During this time, I contributed to Hanken's program portfolio development and its international and national accreditations, particularly in the Assurance of Learning (AoL).
I have research-related experience as a project manager, researcher, and assessor of research projects with university-external funding. For example, since 2022 I have served as a research committee member of Handelsbankens stiftelser Jan Wallander's and Tom Hedelius' foundation as well as Tore Browald's foundation which annually grant approximately 30 million euros to research in Sweden. I am frequently invited to assess education programs, doctoral theses, and applicants for academic positions and awards.
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Open Researcher and Contributor ID (ORCID)
