معرفی
Professor Johan Hagberg holds a faculty position at the University of Gothenburg's School of Business, Economics and Law within the Department of Business Administration. His research focuses on retail digitalization, consumer culture, and market transformation, with a strong emphasis on how digital technologies reshape retail practices, consumer behavior, and market infrastructures. He is affiliated with the Centre for Retailing and the Marketing Section, actively contributing to both research and teaching at bachelor's, master's, and doctoral levels. His teaching portfolio includes courses such as Retail Marketing, Consumption & Markets, and Advanced Qualitative Methods.
Research interests span digital platforms, AI in retail management, privacy in retail markets, and collaborative supply chain reconfigurations. Notable projects explore the structural transformation of trade through digital tools and the impact of artificial intelligence on retail strategies. His work bridges historical studies of retail practices with contemporary digital innovations, evidenced by publications in journals like Journal of Marketing Management and Urban Studies.
Recent publications highlight themes like platform economics, market infrastructure evolution, and future market dynamics. Hagberg has authored books such as Digitalized Markets (2021) and Fixing Prices: A Century of Setting, Posting and Adjusting Retail Prices (2023), which critically examine historical and contemporary retail mechanisms. His research often employs qualitative methodologies and historical case studies to analyze market devices and their socio-economic impacts.
Teaching responsibilities include supervising students across academic levels, fostering interdisciplinary approaches to marketing and retail studies. His work also extends to policy-relevant topics like consumer behavior trends documented in annual Konsumtionsrapporten reports, providing insights into Swedish retail and consumption patterns.
