Mission and goals
- To analyze business, economy and society from the perspectives of customers and consumers
- To understand different processes of change, including strategic change in organisations or societal changes, from the perspectives of the customer or consumer
- Emphasizing customer perceived value and customer experience in strategic decision making
- Central research themes include business models, consumption communities, consumption practices, social marketing, sustainable consumption and circular economy, business transformations, executive decision making, services and retail
Impact
The research group publishes research in scientific, international, high quality journals and participates in the central conferences in marketing and consumer research fields. Through its research activities, the group helps companies and other organisations to develop their customer orientation, to identify potential sources for competitive advantage and to emphasize the customer’s perspective in their strategic decision-making. The group produces knowledge also to other central stakeholders, including consumers and political decision-makers.