Do you care if your research is managerially relevant?

You often hear people criticize scientific articles saying that they rarely address genuinely managerially relevant and topical issues let alone offer recommendations for how to deal with these. While offering value to practitioners indeed for many scientific journals is of secondary priority, it is nothing but a shame that journals cannot more often than now […]

My best advice during Covid-19: Keep your eyes on the ball

During Covid-19, discussions are slipping towards confrontation – who is to blame for doing or for not doing something, what is right and what is wrong, what is true and what is not. The way we talk to each other strikes me as depressing, and at times even cruel. Particularly online discussions follow ghastly rhetoric […]

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 […]

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 […]

The many faces of customer orientation

The Covid-19 pandemic has highlighted the role of customers in business. It has become dramatically clear to many that without customers there is no business. Now when everything is upside down it is timely and relevant to reflect on this old but fundamental issue. Not that managers would not know it, in principle. It has […]

Is the human service employee really human?

All of us have heard this several times: robots and artificial intelligence (AI) will replace many of us, and this also goes for service employees who used to have face-to-face interaction with customers. Much research has already been carried out on what the new interfaces should be like to make us humans feel comfortable in […]