Dr. Elina Jaakkola is Professor of Marketing at Turku School of Economics, University of Turku, Finland. She specializes in service research and her current projects focus on topics such as customer experience and journeys, customer/actor engagement, and value driven business. Her research has been published e.g. in Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Business Research, and Journal of Service Management. She is an Associate Editor for Journal of Service Research and Industrial Marketing Management and serves in the Editorial Review Board of eight prominent journals. She has won a number of international awards for her scholarly activities and was named to the Clarivateʻs Highly Cited Researchers list in the business and economics discipline in 2021 and 2022.

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 value creation within 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, IJRM, AMS Review, IMM, Journal of Service Management, Journal of Services Marketing, and Journal of Service Theory and Practice. 

My teaching focuses on my areas of expertise. I have taught basic, advanced and doctoral 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.