Elina Jaakkola

  • Professor, Marketing (Department of Marketing and International Business)


+358 29 450 2261

+358 44 510 9499

Rehtorinpellonkatu 3


Office: Room 254

ORCID identifier: https://orcid.org/0000-0003-4654-7573

Google Scholar


Areas of expertise
Service business; Value creation; Customer experience; Customer/actor engagement; Service innovation; B2B marketing


I work as a Professor of Marketing at Turku School of Economics, University of Turku. My previous positions include TIAS Research Collegium Researcher during 2015-2016 and Postdoctoral Researcher at TSE during 2008-2014. Between 2009-2014 I run various Tekes-financed projects focusing on business development in B2B companies. Before joining the academia, my employment was in market research and consulting.


My research focuses on service, both as a context and a business logic applicable to any business. My three key areas of research include customer experience and journeys, customer/actor engagement, and co-creation within solution and service relationships and networks. I am interested in examining emerging phenomena that are relevant for contemporary markets but have remained insufficiently understood. My research can be characterized as explorative and theory building in nature, primarily drawing on qualitative research methods. My research has been published in a wide range of high-quality journals such as Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Product Innovation Management, Industrial Marketing Management and Journal of Service Management. I serve in as Associate Editor in Journal of Service Research and Industrial Marketing Management and in the Editorial Advisory Boards of JAMS, JSR, AMS Review, IMM, Journal of Service Management, Journal of Services Marketing, and Journal of Service Theory and Practice. I have received a number of awards for my research activities, including several  Best/ Highly Commended Paper awards, two Emerald Citations awards, and three Outstanding Reviewer awards, granted by different journals. 


My teaching focuses on my areas of expertise. I have taught basic and advanced level courses on service business as well as courses on qualitative research methods. I supervise theses in doctoral, master, bachelor and eMBA levels and am involved in various corporate training activities. 

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Last updated on 2021-04-06 at 19:43