• P.O. Box 479

    00101 Helsinki


  • 976 Citations
  • 16 h-Index

Research output per year

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Personal profile


Full professor of marketing October 1, 2008- 


Programme Director at Hanken School of Economics 2018-2020


Head of marketing department (subjects: marketing, supply chain management and social responsibility) January 1, 2013 - December 31, 2015, January 1, 2010 - December 31, 2012.  


Hanken School of Economics, Department of Marketing CERS-Centre for Relationship Marketing and Service Management PO BOX 479, FIN-00101 HELSINKI, Finland Visiting adress Arkadiankatu 22, Helsinki Tel. +358-(0)9-431 33 396, gsm +358-(0)40-3521 396, fax +358-(0)9-431 33 287. E-mail maria.holmlund-rytkonen@hanken.fi

Additional Education Information

Reception 2020 by appointment, Arkadia building 2nd floor.


Courses 2019-2020

PhD level

62339 Service and Relationship Management

62349 Advancing Skills in Marketing Research

62340 Evolution of Marketing Theory



Research areas

Associate editor, Service Research, Journal of Business Research.

Special issue co-editor: Advancing Qualitative Research Methodology in Service Research. In Journal of Services Marketing. Submission deadline was December 1, 2018. 

Special issue co-editor: The Blurring Boundaries between B2B Actors and Consumers in the Supply Chains/Networks of Digitalizing Business Models in Industrial Marketing Management. Submission deadline was March 1, 2018. 



Mental models in business.

Relationship dynamics: Initiation of business-to-business relationships, and Relationship ending.

Service transition: Services in an industrial setting, and Challenges when transforming from a manufacturing to a service-oriented industrial company.

Consumer buying: Buying behaviour of different products and among different buyer groups.


Google.scholar citation

Hanken's database HARIS containing publications and research activities 


International Fellow of CTF Centrum for Tjänsteforskning, Service Research Center at Karlstad University.

Editorial board member of scientific journals: Industrial Marketing Management, Journal of Business Research, Journal of Business & Industrial Marketing, Journal of Service Management (previously International Journal of Service Industry Management).



Education information

Doctor of Science (Economics and Business Administration), Business Economics, Hanken School of Economics, Finland, 1998


  • 512 Business and Management
  • Service Management
  • Customer Logic
  • Mental models
  • Business relationship dynamics

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Research Output

“One of These Days, Things are Going to Change!” How Do you Make Sense of Market Disruption?

Strandvik, T., Holmlund, M. & Lähteenmäki, I., 13.04.2018, In : Business Horizons. 61, 3, p. 477-486 10 p.

Research output: Contribution to journalArticleScientificpeer-review

  • Mental models of customer ownership in the executive board: A case study in the pension insurance sector

    Talonen, A., Holmlund, M. & Strandvik, T., 25.05.2018, In : Journal of Co-operative Organization and Management. 6, 1, p. 1-10 10 p.

    Research output: Contribution to journalArticleScientificpeer-review

  • Financial Well-Being: A Conceptualization and Research Agenda

    Brüggen, E. C., Hogreve, J., Holmlund, M., Kabadayi, S. & Löfgren, M., 23.03.2017, In : Journal of Business Research. 79, October, p. 228-237 10 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
    45 Citations (Scopus)

    Digitalization Challenging Institutional Logics: Top Executive Sensemaking of Service Business Change

    Holmlund, M., Strandvik, T. & Lähteenmäki, I., 12.01.2017, In : Journal of Service Theory and Practice. 27, 1, p. 219-236 18 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
    7 Citations (Scopus)

    Organizational Behavior in Innovation, Marketing, and Purchasing in Business Service Contexts: An Agenda for Academic Inquiry

    Holmlund, M., Kowalkowski, C. & Biggemann, S., 2016, In : Journal of Business Research. 69, 7, p. 2457-2462 6 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
  • 9 Citations (Scopus)


    Opponent at doctoral defence

    Maria Holmlund-Rytkönen (Pre-examiner of doctoral thesis manuscript)

    Activity: ExaminationOfficial participation in PhD thesis supervision, defence and examination

    Department of Marketing and Supply Chain Management, Maastricht University (School of Business and Economics), Maastricht, the Netherlands

    Maria Holmlund-Rytkönen (Visit abroad)

    Activity: Visiting an external institutionVisit to other institution

    Karlstad University (External organisation)

    Maria Holmlund-Rytkönen (Reviewer)

    Activity: MembershipAssessment of candidates for academic posts

    QUIS16 International Research Symposium on Service Excellence in Management

    Maria Holmlund-Rytkönen (Attendee)

    Activity: Participating in or organising an eventOrganisation of / participation in conferences, workshops, courses, seminars

    Chair of examination committee, doctoral thesis

    Maria Holmlund-Rytkönen (Pre-examiner of doctoral thesis manuscript)

    Activity: ExaminationOfficial participation in PhD thesis supervision, defence and examination