Anu Helkkula

Anu Helkkula is Associate Professor of Marketing at Hanken School of Economics, specializing in service innovation and customer experience research. With a PhD in Business Economics, she investigates value co-creation processes in service ecosystems and transformative service contexts.

Her research explores how service experiences are co-created through interactions between customers, service providers, and technological interfaces. Current projects examine service innovation in healthcare contexts and AI-driven transformations in service environments.

Professor Helkkula's publications demonstrate consistent focus on phenomenological approaches to service experiences. Her influential 2011 Journal of Service Management article conceptualizing service experience has been cited over 200 times, establishing foundational frameworks in the field.

Scientific Awards:

• Best Paper Award at Naples Forum on Service 2013
• Journal of Service Management 2016 Highly Commended Award
• Hanken Foundation Reward for Articles
• Summer AMA Conference Best Paper 2017

She collaborates internationally with researchers from University of Naples Federico II and University of Strathclyde, and serves on editorial boards of leading service research journals. Her future work focuses on human-AI resource relations in service ecosystems.