Mekhail Mustak
Senior Researcher, Marketing
mekhail.mustak@utu.fi Työhuone: Room No. 234 ORCID-tunniste: https://orcid.org/0000-0002-2111-2939 |
Service pricing strategies; Customer participation; Value creation; Service innovation; Knowledge intensive business services; B2B marketing
I am a Senior Researcher at Turku School of Economics (TSE), Finland, and a Visiting Professor at IÉSEG School of Management, France. I am also a member of the Value Creation for Cyber-Physical Systems and Services (CPSS) research group, University of Jyväskylä, Finland.
My researches have been published in international journals, including 'Journal of Service Research', 'Journal of Business Research', 'Industrial Marketing Management', 'Journal of Service Management', 'Journal of Services Marketing', and ‘Journal of Business and Industrial Marketing'.
Before joining academia, I worked as a Senior Executive at A. P. Moeller-Maersk, where I was involved in managing the international supply chain of Nike, Adidas, Tesco Stores, and JC Penney.
I research on services marketing, B2B marketing, and use of AI in marketing.
I teach subjects that are related to my area of expertise. They include: Service Marketing and Management (Turku School of Economics, Finland), Service Marketing (IÉSEG School of Management, France), and Strategic Digitalization of Services (Indian Institute of Management, Trichy, India). I also taught at Aalto Business School, University of Jyväskylä, and Helsinki Business School. I have supervised more than 40 master’s theses.
- Deepfakes: Deceptions, mitigations, and opportunities (2023)
- Journal of Business Research
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - How Feature Changes of a Dominant Ad Platform Shape Advertisers’ Human Agency (2023)
- International Journal of Electronic Commerce
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - Detecting Pain Points from User-Generated Social Media Posts Using Machine Learning (2022)
- Journal of Interactive Marketing
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms (2022)
- Journal of Retailing and Consumer Services
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda (2021)
- Journal of Business Research
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - Entrepreneurship During the COVID-19 Pandemic: A Systematic Literature Review and Future Research Agenda (2021)
- International Review of Entrepreneurship
(A2 Vertaisarvioitu katsausartikkeli tieteellisessä lehdessä) - Free-to-fee transformation of industrial services (2021)
- Journal of Service Research
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - A critical analysis of service ecosystems research: rethinking its premises to move forward (2020)
- Journal of Services Marketing
(A2 Vertaisarvioitu katsausartikkeli tieteellisessä lehdessä) - Customer participation in knowledge intensive business services: Perceived value outcomes from a dyadic perspective (2019)
- Industrial Marketing Management
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - Match made in heaven or hell: When and how are value-driven selling and purchasing approaches aligned? (2018) Keränen Joona, Jaakkola Elina, Terho Harri, Mustak Mekhail
(O2 Muu julkaisu ) - Reciprocal Adaptations for Successful Value-Driven Exchange in B2B Markets (2018) Joona Keränen, Elina Jaakkola, Harri Terho, Mekhail Mustak
(O2 Muu julkaisu ) - What Adaptations Does Value-Driven B2B Exchange Require? (2018) 2018 ANZMAC Conference Proceedings Joona Keränen, Elina Jaakkola, Harri Terho, Mekhail Mustak
(O2 Muu julkaisu ) - Enhancing Customer Participation for Superior Value Outcomes in Knowledge Intensive Business Services (2017) Mustak Mekhai
(G5 Artikkeliväitöskirja) - Mastering the free-to-fee service transition in business markets: A taxonomy, roadmap, and agenda for academic inquiry (2017) Wolfgang Ulaga, Mekhail Mustak, Marcella Grohmann
(O2 Muu julkaisu ) - Customer participation management: Developing a comprehensive framework and a research agenda (2016)
- Journal of Service Management
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - Domain modelling of risk taking related to innovation in dyadic business relationships: A conceptual study with cases
(Paper presented at 31th Annual IMP Conference and Doctoral Colloquium, 25 – 29 August 2015, University of Southern Denmark Kolding) (2015) Jari Ruokolainen, Olavi Uusitalo, Mekhail Mustak
(O2 Muu julkaisu ) - Improving customer participation in knowledge intensive business services (2015) Service Dominant Logic, Network and Systems Theory and Service Science: Integrating three Perspectives for a New Service Agenda Mekhail Mustak
(A4 Vertaisarvioitu artikkeli konferenssijulkaisussa) - Purchasing of knowledge-intensive business services: a case study of relevant factors (2015)
- International Journal of Procurement Management
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä ) - Factors Influencing Organizational Purchasing of Knowledge Intensive Business Services (2014) 24th Annual RESER Conference Eija-Liisa Heikka, Mekhail Mustak
(A4 Vertaisarvioitu artikkeli konferenssijulkaisussa) - Service innovation in networks: A systematic review and implications for B2B research (2014)
- Journal of Business and Industrial Marketing
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä )
