Johanna Fernholm

Johanna Fernholm serves as an Assistant Professor in the Department of Business Administration at Stockholm Business School, Stockholm University. Her academic responsibilities include lecturing on marketing, international marketing, corporate social responsibility (CSR) communication, sustainability, branding, project management, and qualitative research methods, while actively supervising and examining Master's and doctoral theses.

She earned her PhD in Business Administration from Stockholm University in 2013 with the dissertation Codes of Conduct as Ethical Branding? Responsibility in Companies with Global Value Chains, which examined social responsibility construction in ethical trade within global value chains. During doctoral studies, she conducted research as a Visiting Junior Researcher at Chulalongkorn University (Thailand) and the University of Exeter (UK).

Her research centers on sustainability-marketing intersections in tourism contexts, specifically analyzing backpacker tourists' social media usage, tourism companies' stakeholder communication, and safari tourism dynamics involving private game reserves and local communities. This extends her foundational work on CSR and ethical branding in global business operations.

Dr. Fernholm actively mentors graduate students in sustainability-focused marketing research and maintains international collaborations, including her 2018 Visiting Researcher position at the University of Pretoria (South Africa), prior engagements at Linnaeus University, and an Assistant Professor role at Södertörn University.

She contributes to the DIISS research group (Digitalization, Innovation, Internationalization, Sustainability and Service) at Stockholm Business School, an interdisciplinary collective exploring contemporary business challenges through digital transformation, sustainable practices, and service-oriented strategies.