Research group Marketing & Customer Experience
Lines of research within the research group
Businesses and organizations look for ways to develop products and services that make profit, but at the same time adds value to society. This research line researches how brands can find a good balance between value for humans (customer value), value for the brand (brand value) and value for society (public value).
This research line focuses on ways that organizations can optimize their digitalization process, so that this will add value for their commercial and/or operational goals, as well as the customer experience and the development of sustainable customer relationships.
Human dimension in digital public services
ProjectThis research seeks, in collaboration with public service providers, scalable, digital, and human-centered solutions for public service delivery.
Sustainable value propositions for SMEs
ProjectSMEs are lagging behind in sustainability because large companies have been subject to the CSDR for some time.
Responsible AI-marketing
ProjectThis project supports SME marketers in applying AI responsibly, with practical tools addressing four key areas: technology, ethics, legislation, and multiple value creation.
Publications
- Digital transformation in International operations Insights from Australian Businesses in Singapore
- Marketing for Sustainable Fashion: Driving impact by understanding social-psychological predictors of consumer behavior
- Shifting stages, evolving social bricolage: advancing social value creation by social entrepreneurs in Kenya and Rwanda
Education
The research group strives to actively contribute to the development of education in the field of marketing and customer experience. In recent years, we have contributed to the development of the bachelor’s degree programme in Commercial Economics and the master’s degree programme in Data Driven Business.
