Marketing Research Group (MARG)
Group leader: professor Tommi Laukkanen
Marketing research group studies the success creating marketing actions of SMEs and consumer behavior on the marketplace. The special focus of the group is on brand research and the role of brands in creating customer value and business success. Cross-national and cross-cultural research settings are of special interest. The group mainly applies advanced quantitative research methods and modeling but uses qualitative research approach too. The group contributes to marketing literature and aims to publish in highly ranked international refereed journals.
The research group is focusing on the following themes:
- Brand research
- Consumer behavior
- Strategic orientations in SMEs