Saila Saraniemi

Saila Saraniemi


University lecturer


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). 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.

Research interests

  • Corporate branding
  • Place branding
  • Digital services
  • Value creation logics
  • Customer experience
  • Business relationships
  • Digital health
  • FinTech ecosystems
  • Tourism services


Markkinoinnin käytännöt, Kauppatieteiden kandidaatintutkielma, Brand Management

Asiakaslähtöinen liiketoiminta (eMBA)


Scientific merits

  • Docent of Brand Marketing, University of Eastern Finland

Professional and community activities

  • Member of steering group, Gateway to Kuusamo-Lapland project, Naturpolis, 1.5.2016-30.4.2019
  • Member of steering group KoKo “Korkeammalle korkeakouluyhteistyössä” project (e.g. coordination of Business Kitchen), 2015-2017

Research groups

  • SHARP Research group

Selected publications

  • Anees-ur-Rehman, Muhammad; Saraniemi, Saila; Ulkuniemi, Pauliina; Hurmelinna-Laukkanen, Pia (2017) The strategic hybrid orientation and brand performance of B2B SMEs. - Journal of small business and enterprise development 24 (3), 585-606 . [Original]
  • Oikarinen, Eeva-Liisa; Saraniemi, Saila (2016) Categorizing humorous employer brand message in a small company's online job ads. - Corporate Reputation Review 19 (3), 198-218
  • Sinisalo, Jaakko; Karjaluoto, Heikki; Saraniemi, Saila (2015) Barriers to the use of mobile sales force automation systems : A Salesperson’s Perspective. - Journal of Systems and Information Technology 17 (2), 121-140
  • Huotari, Lauri; Ulkuniemi, Pauliina; Saraniemi, Saila; Mäläskä, Minna (2015) Analysis of content creation in social media by B2B companies. - Journal of business & industrial marketing 30 (6), 761-770
  • Mäläskä, M., Saraniemi, S., Tähtinen, J. (2011) Network actors' participation in B2B SME branding. - Industrial Marketing Management 40 (7), 1144–1152 . [Original]
  • Saraniemi Saila, Kylänen, Mika (2011) Problematizing the concept of Tourism Destination: An Analysis of Different Theoretical Approaches. - Journal of Travel Research 50 (2), 133-143

Thesis supervisions

Supervised PhD Thesis
  • 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