Kristina Heinonen

Kristina Heinonen is a Professor of Service and Relationship Marketing at the Department of Marketing, Hanken School of Economics, and holds a Professor II appointment at the Norwegian School of Economics. She has led key roles such as Head of Subject (Marketing) and Director of the Centre for Relationship Marketing and Service Management (CERS) at Hanken (2010–2023). Her research focuses on service innovation, customer experience, and value creation, leveraging technologies to drive strategic service initiatives. She is a Fulbright Scholar from the University of Massachusetts, Boston, and has held visiting roles at institutions across Europe.

Her academic leadership extends to co-chairing the American Marketing Association’s Service Special Interest Group (AMA SERVSIG) and serving on the board of Karlstad University’s CTF Center for Service Research. She also contributes to global initiatives like ServCollab, a nonprofit fostering human-centered service collaboration. Her pedagogical expertise spans undergraduate, graduate, and MBA programs, alongside mentoring doctoral researchers.

Kristina’s awards include the Evert Gummesson Outstanding Research Award and multiple Emerald Literati Awards. She actively advises companies in service, food, retail, and financial sectors, and leads the Finnish Innovation Index, an annual assessment of corporate innovation capabilities. Her interdisciplinary research bridges academic rigor with practical applications, emphasizing customer-centric frameworks and sustainability in service systems.