Research at the Department of Marketing
The Department of Marketing is a thriving and dynamic community of faculty, researchers, staff, and students. The department has earned international acclaim for its ambitious and rigorous research output that regularly features on the pages of leading journals in our field.
Our department is the Nordic leader in developing new tools, theories, and insights for marketing management and research practices in the fast-paced market landscape.
Our research builds on a broad variety of theoretical approaches and methods, including modelling and experimental research, as well as interpretivist, ethnographic, and historical methods, and spans over a variety of industries and markets.
The general themes covered in our research and teaching include:
- Strategic marketing & market capabilities
- Innovation & market creation
- Branding
- International business & entrepreneurial growth
- Consumer behavior
In particular, our department focuses on the following topical fields:
- Sustainability, ethics & circular consumption
- Digitalization & AI in marketing
- Consumer culture & subcultural/critical consumer research
- Service marketing & customer experience
Additionally, our specialties include:
- Creative & cultural industries/entrepreneurship
- B2B & network marketing
- Retail
- Public policy & vulnerable consumer research
- Leadership & organizational history in marketing
In comparison to other leading business schools, our most distinctive specialties centre around creative & cultural industries, public policy & vulnerable/transformative consumer research, leadership & organizational history in marketing, and service marketing & customer experience.