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Marketing and Consumption Research

About the research group

Marketing and Consumption Research Group has been traditionally known for its strong competence in consumer research. Today, this foundation is developed to encompass the multiplicity of different, but interrelated, marketplace actors operating in ecosystems consisting of both consumer and business partners.

The multiplicity in terms of research areas, methodologies, and focus of analysis constitute our key expertise. We combine profound market and consumer understanding within networked business knowledge to create novel insights and transformative marketing solutions that address strategic marketing and societal challenges from a systemic perspective. Thereby, our research shows how customers' mundane practices or decision-making rooted in socio-technical and historic frames are connected to offerings of variable business collaborators, and how this co-operation may induce value-creating outcomes. 

Our aim is to

  • Produce new marketing knowledge and refine the extant knowledge to customer value in co-creation with various stakeholders on the way towards a sustainable and prosperous society. 

The sustainability lens is a given starting point in our research providing an intersecting theme in the various research projects in transformative marketing. Our research group studies areas such as energy transition, food consumption, wood consumption and construction, retailing and tourism, as well as housing and living, fashion industry and higher education focusing both urban and rural contexts. The areas are approached with a view aiming at increasing well-being in all forms and levels of society. 

The paradigmatic and methodological variance is an important feature of our research group. Our research approaches comprise traditional surveys, experiments, case-studies, narratives, interviews, ethnographies and even more recently emergent areas such as priming studies, gamification, netnography, as well as practice theory. 

Accordingly, our research paradigms vary. Consumer studies are grounded on consumer psychology, evolutionary inspired theoratisation, Consumer Culture Theory, and Transformative Consumer/Service Research. The B2B (Business to Business) research stems from, besides Industrial Marketing Discipline, research approaches based on the IMP (Industrial Marketing and Purchasing), Business Relationships & Networks, and Innovation Management theories as ways to shape stakeholder value creation in business ecosystems. 

Regardless of the research topic related either to the business or consumer value creation or societal challenge at hand, we find ways to examine it.

We work in close collaboration with other academic schools at the University of Vaasa and with the university’s three research platforms (VEBIC, Digital Economy, and InnoLab). The different stakeholders including companies, cities, and municipalities as well as other non-profit organizations are our key partners.

The leader of our research group is Professor Arto Rajala. 

News and events

Research projects

Project Duration Actors
4everPack - Circular business from reusable packaking for fast moving consumer goods - Marketing and Consumption Research, Marketing and Communication
Citizens as agents of change in decarbonizing suburban and rural housing (DECARBON-HOME) - Marketing and Communication, Marketing and Consumption Research, Communication studies
Co-development of healthier reformulated successful food products in South-Ostrobothnia (orig. Terveellisemmäksi reformuloitujen menestysruokatuotteiden yhteiskehittäminen Etelä-Pohjanmaalla) - Marketing and Consumption Research, Marketing and Communication
FLEXIMAR, Novel marketplace for energy flexibility - Smart electric systems, VEBIC, Marketing and Consumption Research
SolarX – Maximizing PV integration capacity in energy and power systems - Smart electric systems, VEBIC, Marketing and Consumption Research, Technology and Innovations

Research group members

Kuva
Ann-Sofi Backgren

Ann-Sofi Backgren

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Angelos Balatsas Lekkas

Angelos Balatsas Lekkas

Postdoctoral Researcher
School of Marketing and Communication, Marketing
Puhelin
+358294498692
Open profile page
Kuva
Petra Berg

Petra Berg

Teacher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498600
Toimisto
Tervahovi C214
Open profile page
Kuva
Mona Enell-Nilsson

Mona Enell-Nilsson

Senior Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498400
Toimisto
Tritonia T605
Open profile page
Kuva
Klaus G Grunert

Klaus G Grunert

Professor
School of Marketing and Communication, Marketing
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Kuva
Eero Halmelinna

Eero Halmelinna

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498711
Open profile page
Kuva
Ari Huuhka

Ari Huuhka

University Lecturer
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498479
Toimisto
Tervahovi B303
Open profile page
Kuva
Minna-Maarit Jaskari

Minna-Maarit Jaskari

University Lecturer
School of Marketing and Communication, Marketing
Puhelin
+358294498437
Toimisto
Tervahovi B317
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Kuva
Maija Kantola

Maija Kantola

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498566
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Kuva
Hannele Kauppinen-Räisänen

Hannele Kauppinen-Räisänen

Muu ei-työsuhteinen, markkinointi
School of Marketing and Communication, Marketing
Puhelin
+358294498203
Toimisto
Tervahovi A338
Open profile page
Kuva
Martti Laaksonen

Martti Laaksonen

Professori, Emeritus
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Toimisto
Tervahovi B323
Open profile page
Kuva
Pirjo Laaksonen

Pirjo Laaksonen

Dekaani, liiketaloustiede, erityisesti markkinointi
School of Marketing and Communication
firstname.lastname@uwasa.fi
Puhelin
+358294498460
Toimisto
Tervahovi B310
Open profile page
Kuva
Hanna Leipämaa-Leskinen

Hanna Leipämaa-Leskinen

Associate Professor
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498496
Toimisto
Tervahovi A322
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Kuva
Lars Lindqvist

Lars Lindqvist

Docent
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Hannu Makkonen

Hannu Makkonen

Professor in Marketing
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498102
Toimisto
Tervahovi B308
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Kuva
Roosa-Maaria Malila

Roosa-Maaria Malila

Project Researcher
School of Marketing and Communication, Marketing
Puhelin
+358294498510
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Kuva
Erwan Mouazan

Erwan Mouazan

Postdoctoral Researcher
School of Marketing and Communication, Marketing
Toimisto
Tervahovi A336
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Kuva
Karl Möller

Karl Möller

Docent
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Maria Pajuoja

Maria Pajuoja

University Teacher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498402
Toimisto
Tervahovi D329
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Kuva
Mika Pantzar

Mika Pantzar

Docent
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Kyösti Pennanen

Kyösti Pennanen

Senior Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498713
Open profile page
Kuva
Nayeem Rahman

Nayeem Rahman

Grant-Funded Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498432
Open profile page
Kuva
Saleem Rahman

Saleem Rahman

Grant-Funded Researcher
School of Marketing and Communication, Marketing
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Kuva
Arto Rajala

Arto Rajala

Professor in Marketing
Levón Institute, Management and Organizational Development
Puhelin
+358294498141
Toimisto
Tervahovi B309
Open profile page
Kuva
Annika Ravald

Annika Ravald

Docent
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Heikki Rinne

Heikki Rinne

Docent
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Maria Rodriguez Santos

Maria Rodriguez Santos

Docent
School of Marketing and Communication, Marketing
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Kuva
Helena Rusanen

Helena Rusanen

Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Matti Saari

Matti Saari

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498342
Toimisto
Tervahovi B323
Open profile page
Kuva
Asta Salmi

Asta Salmi

Professor
School of Marketing and Communication, International Business
firstname.lastname@uwasa.fi
Puhelin
+358294498452
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Kuva
Shah Shakeel

Shah Shakeel

Postdoctoral Researcher
School of Marketing and Communication, Marketing
Puhelin
+358294498477
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Kuva
Ekaterina Sofroneeva

Ekaterina Sofroneeva

Grant-Funded Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Katariina Sorvari

Katariina Sorvari

Doctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498731
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Kuva
Henna Syrjälä

Henna Syrjälä

Associate Professor
School of Marketing and Communication, Marketing
Puhelin
+358294498483
Toimisto
Tervahovi A334
Open profile page
Kuva
Jack Tillotson

Jack Tillotson

University Teacher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498541
Toimisto
Tervahovi A339
Open profile page
Kuva
Sammy Toyoki

Sammy Toyoki

Senior Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498017
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Kuva
Markus Tuuli

Markus Tuuli

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Puhelin
+358294498697
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Kuva
Roberto Verganti

Roberto Verganti

Docent
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kuva
Essi Vesterinen

Essi Vesterinen

Tuntiopettaja, markkinointi
Levón Institute, Open University
firstname.lastname@uwasa.fi
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Kuva
Denise Villikka

Denise Villikka

Doctoral Student
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Toimisto
Tervahovi B323
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Kuva
Catharina von Koskull

Catharina von Koskull

Associate Professor (tenure track)
School of Marketing and Communication, Marketing
Puhelin
+358294498113
Toimisto
Vaasan Yliopisto Helsingin toimipiste H408
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Kuva
Pirjo Vuokko

Pirjo Vuokko

Docent
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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  • KTM Mika Hakosalo
  • M.Sc. Auður Hermansdóttir
  • KTM Jaakko Jussila
  • KTM Charlotta Kankaanpää
  • KTM Heidi Kock
  • KTM Lena Lindholm
  • KTM Sanna Peltonen
  • Denice Villikka