Tore Strandvik

Tore Strandvik is Emeritus Professor of Marketing at Hanken School of Economics in Helsinki, Finland. His distinguished career includes serving as Professor of Marketing (2002-2018), Professor of Direct Marketing (2001-2006), and Director of the Centre for Relationship Marketing and Service Management. His research transformed service marketing through the development of customer-dominant logic, shifting focus to customer value formation and experiences.

Professor Strandvik's research explores service marketing, relationship management, customer-dominant logic, and value creation in both B2B and B2C contexts. His pioneering work established new paradigms for understanding how companies participate in customers' value formation processes.

His publications examine the theoretical foundations of customer-dominant logic, emotional dimensions of service innovation, digital transformation challenges, and marketing's strategic role in organizations. Recent work explores metaverse branding and corporate heritage orientation.

Honors include the Grönroos Service Research Award, Best Working Paper Award, and honorary doctorates. He holds lifetime membership in the Finnish Society of Sciences and Letters and serves on boards including the Service Research Center at Karlstad University.

Professor Strandvik has led numerous research projects including 'Mental models supporting SMEs adaptation to data-based economy' and 'SiSSi - Service innovation Through Strategic Stakeholder Integration'.