Annika Ravald

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:

• 23149-V Strategies for the Innovative Making of Markets
• 23105-V Service and Customer Strategy

Publications: selection of recent publications:

• Nordin, F., and Ravald, A., 2023. The making of marketing decisions in modern marketing environments. Journal of Business Research. 162. OnlineFirst.
• Tikkanen, H., Heinonen, K. and Ravald, A. 2023. Smart wearable technologies as resources for consumer agency in well-being. Journal of Interactive Marketing. 58 (2-3).OnlineFirst.
• Penttilä, K., Ravald, A., Björk, P. and Dahl, J. 2020. Managerial sensemaking in a transforming business ecosystem: Conditioning forces, moderating frames, and strategizing options. Industrial Marketing Management. 91, 209-222.
• Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F.V. and Zaki, M., 2020. Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research.116, 356-365.