Christian Grönroos

Christian Grönroos is Professor of Marketing at Hanken School of Economics, recognized among the top marketing researchers globally. His pioneering work established service marketing theory and the service logic paradigm.

Research focuses on value co-creation frameworks, relationship marketing evolution, and service-driven business model innovation. Publications have transformed understanding of customer management and service productivity.

Awards include the Don Schultz Award (2025) and AMS-Parasuraman Best Paper Award. Recent work examines service-informed marketing reform and employee alignment in brand promise co-creation.