Mika Yrjölä
About me
I work as a University lecturer of marketing at Tampere University. I am a member of the Customer-Oriented Research Group. In my research, I am especially interested, though not limited to, the themes of strategic marketing and marketing management. I use both quantitative and qualitative methods.
My profile at researchportal.tuni.fi.
Responsibilities
Teaching and research
Research topics
Strategic marketing, including value propositions, business models, capabilities, and customer orientation
Latest publications
An experiential perspective on uncertainty in peer-to-peer platform services
Pérez López, R., Yrjölä, M., Becker, L., Panina, E. & Saarijärvi, H., 2025, In: JOURNAL OF SERVICE MANAGEMENT. 36, 6, p. 29-52 24 p.Research output: Contribution to journal › Article › Scientific › peer-review
Business-to-business platforms
Mattila, M., Mikkonen, M. & Yrjölä, M., May 2025, Elgar Encyclopedia of Innovation Management. Eriksson, P., Montonen, T., Laine, P.-M. & Hannula, A. (eds.). Edward Elgar, p. 62-66 (Elgar Encyclopedias in Business and Management).Research output: Chapter in Book/Report/Conference proceeding › Entry for encyclopedia/dictionary › Scientific › peer-review
Value propositions of artificial intelligence in retailing
Yrjölä, M., Hautamäki, P. & Ranta, R., 2025, In: International Review of Retail, Distribution and Consumer Research. 35, 4, p. 355–382Research output: Contribution to journal › Article › Scientific › peer-review
Crafting value propositions for an AI-enhanced digital platform
Mattila, M. & Yrjölä, M., 2024, Handbook of Services and Artificial Intelligence. Scupola, A., Sundbo, J., Fuglsang, L. & Henten, A. (eds.). Edward Elgar, p. 250-264Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
Customer-centric organization: Creating customer value for competitive advantage
Yrjölä, M. & Hokkanen, H., 2024, Business Competitiveness and Sustainability: Theory, Practice, and Future Challenges. Arraya, M. & Ferreira, J. J. (eds.). London: Routledge, p. 110-125 16 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
Digital Technologies and the Issues, Tasks, and Knowledge of Sales Teams
Yrjölä, M., Hautamäki, P. & Mattila, M., 2024, Digital Marketing: Analyzing its Transversal Impact. Botelho Pires, P., Duarte Santos, J. & Veiga Pereira, I. (eds.). Boca Raton: CRC Press, p. 111-130 20 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
How AI augments value creation: towards a model of human-AI cooperation in services research
Rusthollkarhu, S., Mattila, M., Aarikka-Stenroos, L. & Yrjölä, M., 2024, Handbook of Services and Artificial Intelligence. Scupola, A., Sundbo, J., Fuglsang, L. & Henten, A. (eds.). Edward Elgar, p. 195-214Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
Paradox blindness: How managers frame coopetition
Yrjölä, M., Niittymies, A. & Tabas, A. M., Jul 2024, In: Industrial Marketing Management. 120, p. 160-174 15 p.Research output: Contribution to journal › Article › Scientific › peer-review
Customer Orientation: The Case of Creating Value in Ecosystems
Yrjölä, M., Niittymies, A. & Tabas, A. M., 2023, Reconfiguration of Business Models and Ecosystems: Decoupling and Resilience. Marinova, S. T. & Marinov, M. A. (eds.). New York: Routledge, p. 163-184 22 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
Retail metamorphosis – how retailing reconfigures itself for the future
Närvänen, E., Yrjölä, M. & Saarijärvi, H., 2023, In: International Review of Retail, Distribution and Consumer Research. 33, 5, p. 441-444Research output: Contribution to journal › Editorial › Scientific