Birgitta Sandberg
D.Sc. (Econ. & Bus. Adm.)
birgitta.sandberg@utu.fi Rehtorinpellonkatu 3 Turku : 237 |
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 ledthe 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 2022-2027 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 and master’s theses.
- Miten verkostoja voi hyödyntää innovaatioiden kaupallistamisessa? (2012)
- Liiketaloudellinen Aikakauskirja
- A case for inquiry learning: Intopia -it isn't a game (2011) Turku School of Economics Zettinig, Peter;Sandberg, Birgitta
- Creating a successful brand on mobile: Case Angry Birds game (2011) Hakala, Ulla;Sandberg, Birgitta
- Exploring the transformation of the entrepreneurial firm into a Multinational Enterprise (2011) Vaasa University Zettinig, Peter;Fuerst, Sascha;Sandberg, Birgitta
- Operationalising brand heritage and cultural heritage (2011)
- Journal of Product and Brand Management
- Selection of target markets and planning for market entry: Case Metrotaifun (2011) University of Turku Sandberg, Birgitta;Zettinig, Peter
- Commercialisation of innovations requires co-operation and networks (2010) Baltic Rim Economies Aarikka-Stenroos, L.; Sandberg, B.
- Differing intrinsic motivations of innovative entrepreneurs and entrepreneurial innovators – Not just a hen-and-egg issue? (2010) Proceedings in the 17th International Product Development Management Conference, 13.-15. June in Murcia Sandberg, B.; Hurmerinta, L.; Zettinig, P.
- Entrepreneurial Internationalisation. Effectuation Logic and International Expansion (2010) EIBA Annual Conference , 9.-11. December in Porto Zettinig, P.; Sandberg, B.; Fuerst, S.
- Heritage chameleons. Utilisation of brand heritage in international companies (2010) Proceedings of the Academy of Marketing SIG Conference on Brand, Identity and Corporate Reputation Lätti, S; Hakala, U.; Sandberg, B.
