Johanna Gummerus

Johanna Gummerus is a Professor of Marketing at the Hanken School of Economics, specializing in service marketing and management with a focus on Transformative Service Research, innovation, and digital marketing. She examines technology's impact on consumer behavior, corporate social responsibility, and vulnerable consumer groups' well-being. Her work bridges theory and practice, contributing to academic journals like the Journal of Service Research and editorial roles at Journal of Services Marketing.

Her research interests include service design, technology infusion in services, and ethical marketing practices. She has published over 30 peer-reviewed articles, emphasizing value creation in service systems and consumer agency. Key themes in her work explore service innovation dynamics, consumer vulnerability, and systemic challenges in service ecosystems.

Her recent publications highlight immersive service experiences, captive service systems, and psychological interventions for vulnerable populations. She advocates for socially responsible marketing strategies that prioritize consumer well-being while advancing theoretical frameworks like marketing-as-practice.

Prof. Gummerus actively contributes to academic communities through editorial leadership and theoretical advancements in service systems, emphasizing interdisciplinary approaches to modern marketing challenges.