Catharina von Koskull

Apulaisprofessori, Marketing (tenure track)

Markkinoinnin ja viestinnän yksikkö, Markkinointi
029 449 8113
Kaisaniemenkatu 4A (4. kerros), 00100 Helsinki
Vaasan Yliopisto Helsingin toimipiste H408


I am Swedish by nationality and moved to Helsinki to do my PhD in service marketing and management at Hanken School of Economics, which I completed in 2009. I have been an Associate Professor in the Department of Marketing since 2015.


Currently I teach service marketing and management in the course Nordic Perspectives on Marketing. I am also supervising at the postgraduate level.


My main research area of interest is service research related to marketing and management, including how service is developed/ innovated, co-produced, consumed and experienced. I am also interested in ethnography and alternative research methodologies such as art-based methods.

Currently, I am focusing on everyday emotions in elder care settings and the transformative role of the performing arts (ethnodrama).

I am the principal investigator of a three year long Finnish Academy project entitled "The emotional blueprint - A mapping approach for revealing service related emotions".

My research has been published in leading marketing and management journals such as Journal of the Academy of Marketing Science, Journal of Business and Industrial Marketing, Scandinavian Journal of Management and Management Decision.

Recent publications

von Koskull, C., Skålén, P. and Syrjälä, H. (2016), Transformative service practices – An ethnography in eldercare, AMA SERVSIG International Service Research Conference, June 17-19, Maastricht, NL

von Koskull, C. and Laaksonen, P. (2016), Not lost in translation? – exploring the potential of dramatizing ethnographic insights, The 11th Annual Ethnography Symposium, August 24-26, Bristol, UK.

Gebert-Persson, S., von Koskull, C. and Bellman, L. (2016), ‘I don't want to be a burden to my children' -  a study of older adults' perceptions of moving into senior housing in Sweden and Finland, The European Network for Housing Research Conference, June 28-July 1, Belfast, Ireland

von Koskull, C., Strandvik, T. and Tronvoll, B. (2016) Emotional strategizing in Service Innovation Management, Management Decision, Vol. 54 No 2, pp. 270-287

Skålén, P., Gummerus, J., von Koskull, C. and Magnusson, P. (2015) Exploring Value Propositions and Service Innovation: A Service-Dominant Logic Study, Journal of the Academy of Marketing Science, Vol. 43 No 2, pp. 137-148

Gummerus, J. and von Koskull, C. (2015) The Nordic School – Service marketing and management for the future, Hanken School of Economics, Helsinki

von Koskull, C. and Strandvik, T. (2014) Discovering the unfolding of service innovations, Journal of Business and Industrial Marketing, Vol. 29 No 2, pp. 143-150