From local experts to global contributors: the changing roles of Finnish marketing scholars

The Finnish marketing research has evolved from serving the general goal of informing international audiences about the development of Finland, its economy, consumers, and companies, to studying the applicability of models and frameworks initiated in the international marketing discourse to the local markets and players in it, and, finally, to studies stemming from the Finnish context aiming at advancing the international discourse itself.

On the CERS blog, Johanna Frösén elaborates on the impact of these shifts on Finnish marketing research, as well as the impact of growing external pressures, stemming from the internationalization of research, on the profession of marketing scholars in Finland.