I am Associate Professor of Services and Retailing at Tampere University and Docent of Consumer Behavior and Consumer Research at University of Jyväskylä. My research profile is interdisciplinary, and I focus especially on interpretive approaches to consumer and service research. I mainly use qualitative research methods to investigate topics including food waste and the circular economy from the perspectives of consumption and business, customer and consumption communities as part of marketing, and branding in services and retailing fields. I am the leader of Wastebusters research group at the Faculty of Management and Business.
Fields of expertise
Marketing, service research, consumer behavior, consumption and customer communities, brand management, qualitative research methods (interviews, ethnography and netnography, narrative research, frame analysis)