Dissertation defence (International Business): MSc Alberto Gonzalez-Cristiano

MSc Alberto Gonzalez-Cristiano defends the dissertation in International Business titled “The art of customer knowledge transfer in creative work - Customer involvement in freelancer-led projects in creative industries” at the University of Turku on 30 January 2026 at 12.15 (University of Turku, Turku School of Economics, LähiTapiola lecture hall, Rehtorinpellonkatu 3, Turku).

Opponent: Professor, Dr. Elmar D. Konrad (Hochschule Mainz School of Business, Germany)

Custos: Adjunct Professor Birgitta Sandberg (University of Turku)

Summary of the Doctoral Dissertation:

This dissertation looks at how freelancers working in creative industries utilize customer knowledge when developing new products. Creative industries rely heavily on freelancers, yet their way of working has often been overlooked in research.

The study shows that freelancers engage in knowledge transfer with customers, but not in a straightforward or linear way. Instead of following neat steps, knowledge transfer is fluid, ongoing, and shaped by uncertainty, creativity, and the personal working styles of freelancers. Traditional models of knowledge transfer still apply, but they need to be adapted to better reflect how creative work actually happens.

A key finding is the importance of creating a shared cognitive space early in the project. Freelancers and customers need time and space to align their ideas, expectations, and ways of thinking. This shared space helps communication and improves the creative process. Tools such as sketches, drafts, or concepts help at the beginning, but they are used less as the project moves forward.

The research also shows that freelancers often limit customer involvement. They do this partly to protect their artistic style and expert role, and partly for economic reasons, such as working faster and securing income. While this can speed up development, it can reduce artistic quality and lower customer satisfaction.

Overall, the research highlights that understanding how freelancers balance creativity, time, and customer input is crucial. Giving enough time for early dialogue and ensuring a good match between freelancer and client can significantly improve both the creative outcome and the working relationship.