• P.O. Box 479

    00101 Helsinki


Calculated based on number of publications stored in Pure and citations from Scopus
Calculated based on number of publications stored in Pure and citations from Scopus
Calculated based on number of publications stored in Pure and citations from Scopus

Research activity per year

Personal profile

Education information

Doctor of Science (Economics and Business Administration), Business Economics, Svenska handelshögskolan, Finland, 2004



Professor of Service and Relationship Marketing, Department of Marketing, Hanken School of Economics, Helsinki, Finland (Since January 2015)

Head of Subject, Department of Marketing, Hanken School of Economics (since February 2023)

Professor II, Department of Strategy and Management, Norwegian School of Economics, Norway (since January 2024)

American Marketing Association SERVSIG, Co-Chair (since June 2022)

Fulbright Scholar, University of Massachusetts Boston (2018)


Board member, CTF Center for Service Research, Karlstad University (since 2019)

Chair, Finnish Union of University Professors, local chapter (since 2015)

Director, CERS Centre for Relationship Marketing and Service Management, Hanken School of Economics, Helsinki, Finland (2010 – 2023)

Co-chair, Research Area Competition Economics & Service Strategy, Hanken School of Economics (2019-2023)

Adjunct Professor (Docent) of Marketing, specifically customer-centric service marketing University of Tampere (2013-2019)


Assistant Professor (tenure track) and Assistant Professor, Department of Marketing, Hanken School of Economics, Helsinki, Finland (2005-2014)

Post Doctoral Researcher, LTT Research LTD, Helsinki School of Economics (2004)

Doctoral researcher, FCSRM Finnish Centre for Service and Relationship Management graduate school, Helsinki, Finland (2001-2004)

Assistant Professor, Department of Marketing, Swedish School of Economics and Business Administration, Helsinki, Finland (1999-2000)

Research areas

  • Service management,
  • value creation,
  • service innovation,
  • customer experience,
  •  transformative service and business transformation,
  • customer-dominant logic,
  • digitalization, social media and service technologies

Google scholar       |       LinkedIn     |    ResearchGate    |    Academia.edu      

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 17 - Partnerships for the Goals

External positions

Associate Editor, International Journal of Consumer Studies

08.2022 → …

Co-chair, American Marketing Association Service special interest group SERVSIG

06.2022 → …

Associate Editor, Journal of Service Theory and Practice

01.2019 → …

Fulbright fellow, University of Massachusetts


Board member, Finnish Association for Business Administration (Kauppatieteellinen yhdistys)


Adjunct professor, Tampere University



  • 512 Business and Management
  • Marketing
  • Service Innovations
  • Service Marketing
  • Service Management
  • Social media marketing
  • business model innovation
  • Customers and Relations
  • customer experience
  • Value Creation/Destruction
  • Business, Markets and Societal Dynamics
  • business transformation
  • digitalization
  • social media marketing
  • online communities


Dive into the research topics where Kristina Heinonen is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years

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