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 […]

We can give up handshakes, but we will never shake off hugging

During the COVID-19 epidemic we have all become effective germaphobes. We are advised to avoid going out, and if we do so, to keep our six-feet distance from each other. Under no circumstances we are to avoid crowds, doorknobs, table surfaces, and most of all – touching our faces. No nose-picking, no eye-rubbing, no thoughtful […]

Marketing can help with social inequality

During one of the classes for a course that I participated a few months ago, there was a discussion about marketing field not exerting enough influence on government policies. This has made me to start thinking about how marketing can exert more influence especially on governmental development policies. Competition is needed to boost efficiency, innovation, […]

Matching market and brand strategy to changes in consumers’ habitual buying behaviour due to Covid-19

To the extent that the Covid-19 pandemic may change certain fundamental patterns of consumer behaviour, companies must carefully consider how to adjust their market strategies and tactics accordingly. One classic pattern of consumer behaviour that seems to be subject to change due to Covid-19, is the so called habitual buying behaviour. Under normal circumstances, one […]

Marketing communication needs a new logic!

My doctoral dissertation originated in my desire to understand the effects of the cognitive turn in the field of marketing communication from the late 1950s. Cognitivism saw people as active, thinking, meaning-building subjects instead of as passive, receiving objects. The view of learning changed radically, and people came to be viewed increasingly as builders of […]

Black Finland

Some time ago, even if the topic was not familiar to me, I always got all the Asian masters students to mentor. I asked why and the response was that “you are so good with Asians”. Poor students! They did not get the person most knowledgeable with their thesis topic but a person who had […]

The rise of Femtech in a gender biased technology sector – cure or symptom?

Our culture puts high hopes on the role of technology in improving our lives. New solutions, devices and applications enter the market constantly, and many of their creators are seen as trailblazers, paving the way to a better future, with more well-being. The development and emergence of new technologies is almost seen as a force […]

Reality of social distancing and lockdown in low-income settings

The only known planet for human to survive naturally is experiencing a huge challenge posed by the COVID-19 pandemic. Though the challenge is still far away from similar past challenges in terms of its effect on human survival, it has already made considerable damages in terms of loss of lives, and deceleration in economic and […]