People

About me

I am Professor of Services and Retailing at Tampere University and Docent of Consumer Behavior and Consumer Research at University of Jyväskylä. My research profile is interdisciplinary, and I focus especially on interpretive approaches to consumer and service research. I mainly use qualitative research methods to investigate topics including food waste and the circular economy from the perspectives of consumption and business, customer and consumption communities as part of marketing, and branding in services and retailing fields. I am the leader of Wastebusters research group at the Faculty of Management and Business.

Field of expertise

Marketing, service research, sustainable consumption and circular economy, consumer behavior, consumption and customer communities, brand management, qualitative research methods (interviews, ethnography and netnography, narrative research, frame analysis)

Research topics

Sustainable consumption, circular economy, consumption communities, consumption practices, branding

Research unit

Business Studies

About me

I work as a University lecturer of marketing at Tampere University. I am a member of the Customer-Oriented Research Group. In my research, I am especially interested, though not limited to, the themes of strategic marketing and marketing management. I use both quantitative and qualitative methods.

Responsibilities

Teaching and research

Research topics

Strategic marketing, including value propositions, business models, capabilities, and customer orientation

About me

I am a Doctoral Researcher in Marketing and my research sits on the field of cultural consumer research. I am interested in the relationships between consumers, their data and various technologies. In my doctoral research I delve into consumers' privacy experience and the ways it is embedded in the surrounding socio-cultural environment and arises from the entanglements between consumers, data, technologies, cultural imaginaries and affects. Through the utilization of qualitative methods I aim for a deep understanding of consumers and their lifeworlds. 

Field of expertise

interpretative consumer research, technology, consumer privacy, consumer data, qualitative methods

Research unit

Customer Oriented Marketing Research Group