Birgitta Sandberg profile picture
University Research Fellow, International Business
Docent, Department of Marketing and International Business
D.Sc. (Econ. & Bus. Adm.)


Rehtorinpellonkatu 3

Areas of expertise

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 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.


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.


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Volunteerism and community healing (2024)

Community Development
Sandberg Birgitta, Hurmerinta Leila, Menzfeld Mira
(Vertaisarvioitu alkuperäisartikkeli tai data-artikkeli tieteellisessä aikakauslehdessä (A1))

Time-related aspects of commute well-being (2023)

Transportation Research Part F: Traffic Psychology and Behaviour
Sandberg Birgitta, Hurmerinta Leila, Leino Henna M., Lehtonen Esko, Lyytimäki Jari
(Vertaisarvioitu alkuperäisartikkeli tai data-artikkeli tieteellisessä aikakauslehdessä (A1))