Harri Terho
Doctor of Science (Econ. & Bus. Adm.), Docent
harri.terho@utu.fi +358 29 450 4095 +358 40 566 4895 Rehtorinpellonkatu 3 Turku |
B-to-B marketing; B-to-B sales, Customer value, Value-based selling, Solution business; CRM; Customer portfolio management; Customer Experience; Customer experience management; Customer Journeys; Digital marketing, Social Media marketing, Marketing Performance
I hold the positions of Associate Professor of Marketing (tenure track) at Turku School of Economics, and Docent at Lappeenranta technical University. Previously I have worked as Associate Professor (2022-2023) at Tampere University, University researcher (2017-2022) at Turku School of Economics, Collegium Researcher at Turku Institute for Advanced Studies, TIAS (2014-2016), and as a Postdoctoral Researcher at TSE (2008-2013).
My research has been published in leading general and B2B marketing Journals such as Journal of the Academy of Marketing Science, Industrial Marketing Management, Journal of Business Research, MIT Sloan Management Review, Journal of Interactive Marketing, Journal of Personal Selling and Sales Management among others. I'm currently an editorial board member in Industrial Marketing Management, Journal of Business Research, and Journal of Business-to-Business Marketing
My research profile focuses broadly on B2B marketing and I have currently published around 30 Journal Articles in this area. My research expertise covers four broad themes of (1) Customer value-based marketing and sales, (2) Business relationships and their management, (3) Digital and social media marketing in B2B, and (4) Customer journeys and customer experience management in B2B. Methodologically I'm versatile as I do both qualitative “theory-building” and quantitative “theory-testing” research. I have used a wide range of methods in my research including quantitative (e.g. PLS, maximum likelihood SEM, multivariate methods, random forests, scale development, experiments), qualitative (inductive approaches such as Gioia and TIU, Nvivo), set-theoretic methods (fsQCA), as well as conceptual research.
My teaching includes basic, advanced and management education courses as well as supervision of bachelor’s, master’s, eMBA and doctoral theses in marketing. I'm currently responsible for advanced level B2B marketing course and quantitative research methods course.
- Arvon myynnin ja ostamisen kompastuskivet (2018) Joona Keränen, Harri Terho, Elina Jaakkola
- B2B-markkinoinnin tutkimustrendit: katsaus palvelujen, myynnin ja liiketoiminamallin evoluutioon (2018) Miten menee, markkinointitiede? : professori Rami Olkkosen juhlakirja Elina Jaakkola, Hannu Makkonen, Anna Salonen, Harri Terho
- Engaging a product-oriented salesforce in solution sales
(Esitys ISBM Academic Conferencessa, Boston 8.-9.8. 2018) (2018) Anna Salonen, Harri Terho, Eva Böhm, Risto Rajala, Ari Virtanen - How to transform a product-focused salesforce to solution sales? (2018) Anna Salonen, Harri Terho, Eva Böhm, Ari Virtanen, Risto Rajala
- 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
- Reciprocal Adaptations for Successful Value-Driven Exchange in B2B Markets (2018) Joona Keränen, Elina Jaakkola, Harri Terho, Mekhail Mustak
- Value-Driven Buying: Constituents and Contingencies (2018) Harri Terho, Joona Keränen, Elina Jaakkola, Antti Saurama, Sanna Sundqvist
- What Adaptations Does Value-Driven B2B Exchange Require? (2018) 2018 ANZMAC Conference Proceedings Joona Keränen, Elina Jaakkola, Harri Terho, Mekhail Mustak
- Customer reference marketing: Conceptualization, measurement and link to selling performance (2017)
- Industrial Marketing Management
- Selling Value in Business Markets: Individual and Organizational Factors for Turning the Idea into Action (2017)
- Industrial Marketing Management
- Crafting solutions in business markets: The important role of salesperson’s human and social capital (2016) Eva Böhm, Andreas Eggert, Harri Terho, Wolfgang Ulaga, Alexander Haas
- Outward-looking and future-oriented customer value potential management: The sales force value appropriation role (2016)
- Industrial Marketing Management
- The role and impact of firm's strategic orientations on launch performance: significance of relationship orientation (2016)
- Journal of Business and Industrial Marketing
- Effective implementation of relationship orientation in new product launches (2015)
- Industrial Marketing Management
- How sales strategy translates into performance: The role of salesperson customer orientation and value-based selling (2015)
- Industrial Marketing Management
- Wertbasiertes Verkaufen auf Industriegütermärkten (2015) Handbuch Industriegütermarketing Eggert A, Haas A, Ulaga W, Terho H
- What Constitutes Customer Experience Management? Towards a Systematic Conceptualization of CEM (2015) Proceedings of the 44th European Marketing Academy Conference Jaakkola Elina, Terho Harri
- When the lowest price is not sufficient – Conditions defining the buyer’s value orientation (2015) Otto Rosendahl, Harri Terho
- Customer Reference Marketing: Conceptualization and Link to Performance (2014) 2014 WINTER MARKETING EDUCATORS’ CONFERENCE PROCEEDINGS Anne Jalkala, Harri Terho
- Overcoming Roadblocks to Implementing Value-Based Selling: Aligning Organizational Support with Sales Force Activities (2014) 2014 WINTER MARKETING EDUCATORS’ CONFERENCE PROCEEDINGS Andreas Eggert, Alexander Haas, Wolfgang Ulaga, Harri Terho
