Birgitta Sandberg
D.Sc. (Econ. & Bus. Adm.)
birgitta.sandberg@utu.fi Rehtorinpellonkatu 3 Turku Office: 237 ORCID identifier: https://orcid.org/0000-0001-8690-2360 |
Emotions in the innovation process; vulnerable consumers; commercialization of radical innovations
Birgitta Sandberg holds
a doctoral degree (2005) in International Business and works as a University
Research Fellow at the Department of Marketing and International Business in
the Turku School of Economics, University of Turku. She also holds Adjunct
Professorhip (2014-) in ‘Marketing and Management of Innovations’ from Turku
School of Economics.
Birgitta's main research interests include emotions in innovations processes and in market creation and transformative consumer behaviour. She is collaborating in various interdisciplinary international research projects. In 2017-2020 she led KULTA project funded by the Emil Aaltonen Foundation, which concentrated in bond-related needs of consumers. In 2019-2023 she leads the WP “Lifestyle changes by generation and life cycle” as part of the Healthy Lifestyles to Boost Sustainable Growth (STYLE) SRC-project funded by the Academy of Finland. In 2022-2025 she participates in CloSer research project which focuses on "Clown doctors co-creating the experienced servicescape". The research project is funded by the Foundation for Economic Education.
Birgitta coordinates the Global Innovation Management
Master’s Degree Program and teaches courses related to international business, innovation
management and qualitative research methods. She also supervises doctoral, master’s and bachelor’s theses.
- Consumer Learning Roadmap: a necessary tool for new products (2006)
- International Journal of Knowledge and Learning
(A1 Refereed original research article in a scientific journal) - The Hidden Market - even for Those Who Created it?: Customer-Related Proactiveness in Developing Radical Innovations (2005) Sandberg Birgitta
(G4 Monograph dissertation) - Creating an international market for disruptive innovations (2004)
- European Journal of Innovation Management
(A1 Refereed original research article in a scientific journal) - Creating the market for disruptive innovation: Market proactiveness at the launch stage (2002)
- Journal of Targeting, Measurement and Analysis for Marketing
(A1 Refereed original research article in a scientific journal)