Annika Ravald is Associate Professor in Marketing, Hanken School of Economics, Vaasa, Finland.
Annika's doctoral research at Hanken investigated the customer processes of value creation, especially how value emerges for customers in their own everyday activities when pursuing desired goals of shorter or longer terms. She early emphasized the customer's role as subject in value creation and argued strongly for a revised, customer driven value-creation paradigm.
In more recent years, Annika's research has adopted an explicit strategic and managerial focus. It now covers topics such as market shaping and ecosystem strategy in emerging business fields, business model transformation, value creation system logics, user experience management, managerial decision making in VUCA-environments, and the role of marketing in organizations.
Annika's publications can be found in Industrial Marketing Management, Journal of Business Research, Journal of Interactive Marketing, Journal of Service Research, Journal of Service Management, Journal of Services Marketing, and European Journal of Marketing.
Teaching: selection of courses for master students:
Publications: selection of recent publications:
