Birgitta Sandberg
D.Sc. (Econ. & Bus. Adm.)

Adjunct Professor, Dep. of Marketing and International Business (Department of Marketing and International Business)
University Research Fellow, International Business (Department of Marketing and International Business)
+358 29 450 4073
+358 50 505 7941

Rehtorinpellonkatu 3
Turku School of Economics Dep. of Marketing and Int. Business
Office: 237

Areas of expertise
Emotions in the innovation process; vulnerable consumers; commercialization of radical innovations


Birgitta Sandberg holds
a doctoral degree (2005) in International Business and works as a University
Research Fellow at the Department of Marketing and International Business in
the Turku School of Economics, University of Turku. She also holds Adjunct
Professorhip (2014-) in ‘Marketing and Management of Innovations’ from Turku
School of Economics.


Birgitta's main research interests include emotions in
innovations processes and in market creation and transformative consumer
behaviour. She is collaborating in various interdisciplinary international research
projects. In 2017-2020 she leds KULTA project funded by the Emil Aaltonen
Foundation, which looks at bond-related needs of consumers. In 2019-2023 she leds the WP “Lifestyle changes by generation and life
cycle” as part of the Healthy Lifestyles to Boost
Sustainable Growth
(STYLE) SRC-project
funded by the Academy of Finland.


Birgitta coordinates the Global Innovation Management
Master’s Degree Program and teaches courses related to international business, innovation
management and qualitative research methods. She also supervises doctoral, master’s and bachelor’s theses.

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From filthy to healthy and beyond: finding the boundaries of taboo destruction in sex toy buying (2018)
Journal of Marketing Management
Samuel Piha, Leila Hurmerinta, Birgitta Sandberg, Elina Järvinen
A1 Journal article – refereed)

Joskus tärkeintä ei ole määränpää, vaan matka. (2018)
Leila Hurmerinta, Birgitta Sandberg, Henna Leino
E1 Popularised article, newspaper article)

The emotions of top managers and key persons in cross-border M&As: Evidence from a longitudinal case study (2018)
International Business Review
Melanie E. Hassett, Noelia-Sarah Reynolds, Birgitta Sandberg
A1 Journal article – refereed)

Vanhusten asema yhteisöissä heikkenee (2018)
Helsingin Sanomat
Birgitta Sandberg, Leila Hurmerinta
E1 Popularised article, newspaper article)

Voileipäsukupolven jaksamisesta pitää huolehtia (2018)
Suomen kuvalehti
Henna Leino, Birgitta Sandberg, Leila Hurmerinta
E1 Popularised article, newspaper article)

Parents at the forefront of healthcare encounters - a child's severe illness and the involvement of parents at the encounters (2017)
Special conference series : Academy of Marketing Science
AM2017 Conference Proceedings Niina Gerritsen, Leila Hurmerinta, Birgitta Sandberg, Outi Kortekangas-Savolainen
A4 Article in conference proceedings)

Time-related experiences and construction of elderly care services (2017) Hurmerinta Leila, Sandberg Birgitta, Leino Henna
O2 Other)

Value Creation during Different Development Stages: What Changes When an Entrepreneurial Firm Transforms into a Multinational Corporation? (2017) Value Creation in International Business: Volume 2: An SME Perspective Peter Zettinig, Birgitta Sandberg, Sascha Fuerst
A3 Book chapter)

Who lives Here? - Searching a home-like nursing home (2017) Hurmerinta Leila, Sandberg Birgitta, Leino Henna, Menzfeld Mira
O2 Other)

Luopumisen keskellä - haavoittuvan asiakkaan tunnelähtöiset tarpeet. Esitys Surukonferenssissa, Tampereen yliopisto (2016) Sandberg Birgitta, Hurmerinta Leila, Kortekangas-Savolainen Outi
O2 Other)

Oma koti kullan kallis (2016) Negatiiviset tunteet - Positiivinen bisnes Leila Hurmerinta, Hannamari Lakkala, Birgitta Sandberg
D2 Article in a professional research book)

Häpeätahroja teknologian mekassa (2015)
Hurmerinta Leila, Lakkala Hannamari, Sandberg Birgitta
D1 Article in a trade journal)

"Man this frustrates me".: Change of consumer emotions in online discussions (2015) Haavisto Piia, Birgitta Sandberg
A1 Journal article – refereed)

Sadness Bright as Glass - The acceptance of emotionally sensitive radical innovation (2015)
Journal of Marketing Management
Hurmerinta Leila, Sandberg Birgitta
A1 Journal article – refereed)

Top managers emotions in cross-border acquisitions (2015) Hassett Melanie, Reynolds Noelia-Sarah, Sandberg Birgitta
O2 Other)

Last updated on 2019-20-07 at 02:22