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, […]

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 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 […]

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: stocking up on products they wouldn’t otherwise stock up on, purchasing products they wouldn’t otherwise have purchased, shopping online when they would usually shop in […]

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 white kitchen cabinets, grey floor tiles in the bathroom, and one of those woven seagrass baskets, the ones with handles? A eucalyptus branch as decoration? […]

The traditional internet forum: old but not forgotten

Our online activity is evolving and new forms of social media and online communication and interaction are constantly developing. Recent trends include, for example, continued growth of messaging platforms, the rise of augmented and virtual reality, TikTok’s rising popularity among Gen Z users, and increasing social (media) commerce. So, a lot of new exciting things […]

The product always obscures the customer

Customers form the most important resource of a firm. Without customers, the firm cannot exist. Think about the heading again. The product always obscures the customer. An obsession with products, production processes and routines creates near-sightedness and makes customers invisible. If this indeed is the case, how can firms successfully maintain their customer relationships, and […]