What is Grounded Theory?
Have you ever wondered what Grounded Theory (GT) is all about? If so, here is a short overview of this qualitative research method. In a nutshell, GT is a framework [...]
The Marketing Archipelago – a reflection on how we understand the concept of marketing
Photo: Pixabay If somebody would ask you to explain marketing what would you say? Those of you who are marketing students, scholars, or professionals probably have an understanding of what [...]
On conceptualizing ‘alignment with customers’
I share with you, the reader, a part of my journey as I am working on one conceptual paper for my PhD related to customers and ecosystems. This article is [...]
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 [...]
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 [...]
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 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 [...]
How will the COVID-19 impact consumer behavior in the long term?
Research institutions are proactively conducting research to inform us of fast-changing trends due to the pandemic. Research results confirm that people have already changed their shopping behavior in fundamental ways: [...]
What is a tastefully decorated home?
Fiskars scissors, Moomin mugs and an Aalto vase? Maybe also striped towels from Marimekko and a stool with legs of bent plywood (be it Artek, or a replica). How about [...]