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.