My research is focused on brand relationships and networks, value creation in service businesses and digital services. I am specialized in B2B, FinTech, digital health and tourism services. I have extensive project management experience (e.g. as scientific leader of ReDO). At the moment, I lead BrandEx project within Eudaimonia Institute. I have done research visits to Copenhagen Business School and Lancaster University Management School. Previously I have been working e.g. as a project manager in a tourism marketing project in Lapland and as a principal lecturer of tourism in a university of applied sciences in Eastern Finland.
Markkinoinnin käytännöt, Kauppatieteiden kandidaatintutkielma, Brand Management
Asiakaslähtöinen liiketoiminta (eMBA)
Alapeteri, Anna (2018): The effects of using English as a business lingua franca on spoken brand co-creation communication: a discursive approach
Oikarinen, Eeva-Liisa (2018): Perspectives on humor in recruitment advertising on the Internet
Anees-ur-Rehman, Muhammad (2017): How multiple strategic orientations affect the brand performance of B2B SMEs
Mäläskä, Minna (2015): Co-creation of corporate brand through stakeholder relationships in B2B SMEs