معرفی
Johannes Hattula is an Associate Professor of Marketing at Copenhagen Business School (CBS). He holds a PhD in Marketing from the University of St.Gallen (Switzerland) and a graduate degree in Business Administration from the University of Mannheim (Germany). Prior to CBS, he was an Assistant Professor at Imperial College London (UK) and held visiting positions at the University of British Columbia (Canada), Yale University (USA), and the Max Planck Institute (Germany).
His research focuses on managerial decision making, consumer behavior, and growth hacking strategies, with a particular emphasis on the intersection of marketing and artificial intelligence. His work has been published in top journals like the Journal of Marketing Research and International Journal of Research in Marketing, and featured in media outlets such as Harvard Business Review and Financial Times. His research has been supported by grants from the Swiss National Science Foundation.
Johannes’ publications explore topics including touch interfaces’ impact on consumer confidence, egocentric biases in marketer decision-making, and the role of empathy in predicting consumer preferences. He has contributed to frameworks for AI in marketing and frameworks addressing the academic-practice gap in marketing research.
He served as an external examiner for a PhD thesis at Imperial College Business School on online reviews’ impact on consumer decisions (2023). His work bridges theoretical insights with practical applications, emphasizing the need for marketers to avoid projection biases and leverage technology-driven strategies.
