Catharina von Koskull, Associate Professor in Marketing at the University of Vaasa together with her co-authors Professor Laurie Anderson (Arizona State University), Professor Martin Mende (Arizona State University), Professor Johanna Gummerus (Hanken/CERS) has published the article: “Immersive Service: Characteristics, Challenges, and Pathways to Consumer Agency” in Journal of Marketing, the most prestigious international journal in the field of marketing research.