Elina Jaakkola profile picture
Professor, Marketing


+358 29 450 2261
+358 44 510 9499
Rehtorinpellonkatu 3

Areas of expertise

Service business
Value creation
Customer experience
Customer/actor engagement
Service innovation
B2B marketing


I hold the positions of Professor of Marketing at Turku School of Economics, University of Turku and Docent at Hanken School of Economics. Previously I worked as TIAS Research Collegium Researcher during 2015-2016 and as a Postdoctoral Researcher at TSE during 2008-2014. Between 2009-2014 I run various Tekes-financed projects focusing on business development in B2B companies. Before joining the academia, my employment was in market research and consulting.


My teaching focuses on my areas of expertise. I have taught basic and advanced level courses on service business as well as courses on qualitative research methods. I supervise theses in doctoral, master, bachelor and eMBA levels and am involved in various corporate training activities. 


My research focuses on service, both as a context and a business logic applicable to any business. My three key areas of research include co-creation within solution and service relationships and networks; service development and innovation, and customer experience and engagement. I am interested in examining emerging phenomena that are relevant for contemporary markets but have remained insufficiently understood. My research can be characterized as explorative and theory building in nature, primarily drawing on qualitative research methods. My research has been published in a wide range of high-quality journals such as Journal of Service Research, Journal of Product Innovation Management, Industrial Marketing Management and Journal of Service Management. I serve in the Editorial Advisory Boards of Journal of Service Research, AMS Review, Journal of Service Management, Industrial Marketing Management, Journal of Services Marketing, and Journal of Service Theory and Pracitice. I have received a number of awards for my research activities, including seven Best/ Highly Commended Paper awards, two Emerald Citations awards, and three Outstanding Reviewer awards, granted by different journals. 


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