Innovation & Strategic Marketing

Abstract Hanken pattern over blue light bulb
This theme is dedicated to strategizing for systemic transformation. More specifically, it involves developing and implementing business models to fundamentally change an entire system, whether it's social, economic, environmental, or organizational. Systemic transformation aims to alter the underlying structures, relationships, and dynamics that define how the system operates.

Responsible faculty member:

Professor Peter Björk

Specific topics

  • Innovation (B2B, B2C, C2C) 
  • Strategizing and managerial sensemaking 
  • Market shaping 
  • Digitalization 
  • Internationalization and international marketing
  • Service systems
  • Artificial intelligence
  • Sustainability

Impact on SDGs 
9: Industry, innovation and Infrastructure 
12: Responsible consumption and production

Faculty, postdoctoral and doctoral reseachers

Frösén, J., Luoma, J., Jaakkola, M., Tikkanen, H., & Aspara, J. (2016). What Counts versus what can be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement. Journal of Marketing, 80(3), 60-78. https://doi.org/10.1509/jm.15.0153

Fürst, A., Gabrielsson, M., Gabrielsson, P., & Prigge, J.-K. (2023). The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy. Journal of the Academy of Marketing Science, 51(5), 966–989. https://doi.org/10.1007/s11747-022-00920-4

Grönroos, C. (2021). Co-creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making. In. Schlegelmilch, B. B. & Winer, R. S. (red.). The Routledge Companion to Strategic Marketing. New York: Routledge, s. 261-274.
 

Nenonen, S., Storbacka, K., Sklyar, A. & Kjellberg, H. (2024).  Identifying effective market-shaping strategies: A fuzzy-set qualitative comparative analysis approach. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2024.09.003

Nordin, F. & Ravald, A. (2023). The making of marketing decisions in modern marketing environments. Journal of Business Research.https://doi.org/10.1016/j.jbusres.2023.113872

Strandvik, T., Holmlund, M. & Lähteenmäki, I. (2022). Service strategizing – Shaping service in dynamic contexts. In, Edvardsson, B. & Tronvoll, B. (red.). The Palgrave Handbook of Service Management.  s. 151-168.https://doi.org/10.1007/978-3-030-91828-6_9

Virtanen, H. & Björk, P (2024): Coopetitive service innovation: The role of geographical proximity, innovation focus and customer cooperation. Journal of Business and Industrial Marketing. 

Wies, S., Hoffmann, A. O. I., Aspara, J., & Pennings, J. M. E. (2019). Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value? Journal of Marketing, 83(4), 58-80. https://doi.org/10.1177/0022242919841584

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