Innovation in times of crisis
The world has in many ways been turned on its head. Rather than borderless mobility, abundance of alternatives, and extensive cultural sharing that we are accustomed to in the 21st [...]
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 [...]
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 [...]
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. [...]
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 [...]
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 [...]
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, [...]
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 [...]
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 [...]
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 [...]