Marketing can be defined as an activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large, according to the American Marketing Association. Much of our marketing research at the department relates to this.
Our main research areas are found within the fields of brand studies, consumer studies, and studies related to retail and channel (inter-organizational collaborations).
The strength of the research conducted by the marketing group is our ability to approach these areas from several perspectives, for example an international perspective with focus on emerging markets; cultural perspectives and sustainable perspectives. Research includes marketing to consumers as well as to business markets. We are strong both in terms of academic and practical relevance.
Our area of research contributes to a better understanding of the marketing process and the needs and behaviours in the market place.
Our area of research contributes to a better understanding of the marketing process and the needs and behaviours in the market place. We also contribute to a better society by research in sustainability. Examples are on how organisations can build brands around sustainability; secure that their suppliers are sustainable and how consumers can be more sustainable regarding food consumption, transportation and choice of retail outlets.
Presently we prioritise doing more research into sustainability, but new research projects also include innovation in retailing and marketing. Examples are omnichannel retailing; digitalisation in brand building and selling that creates new opportunities in the marketing process and in customer engagement.
Our research covers areas such as:
- brand studies
- consumer studies
- retail and channel studies
One model that has received recognition in theory as well as practice is Mats Urde’s article on how organisations can identify and manage the core values of their brands.
Brand Orientation: A Mindset for Building Brands into Strategic Resources
Johan Jansson’s studies regarding determinants of green consumption.
Green consumer behavior/ determinants of curtailment and eco‐innovation adoption
Ulf Johansson on recognising the role of the retail personnel in customers experience.
Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives
The brand value chain model and determinants of price premium developed by Johan Anselmsson and colleagues.
Status most important to food shoppers (news article and TV)