معرفی
Mika Yrjölä serves as a University Lecturer in Marketing at Tampere University's Faculty of Management and Business. He is an active member of the Customer-Oriented Research Group with extensive research experience in strategic marketing, value propositions, and business models. His academic work spans over a decade with 53 research outputs from 2013 to 2025.
Yrjölä's research primarily focuses on strategic marketing, including value propositions, business models, capabilities, and customer orientation. He employs both quantitative and qualitative methods in his investigations, with particular interest in digital transformation, artificial intelligence in retail, and business-to-business platforms. His work contributes to understanding how organizations can create value in evolving market contexts, especially through digital channels and platform-based business models.
His publication record shows consistent scholarly output with recent emphasis on AI-enhanced platforms, value creation in ecosystems, and retail transformation. The research demonstrates a clear trajectory toward understanding digital transformation in marketing contexts, with increasing focus on AI applications in services and retail environments. His work spans both theoretical contributions and practical applications for businesses navigating digital disruption.
- Marvin Jolson Award (2022) - for research in sales management
Yrjölä has supervised master's students and doctoral candidates while actively participating in academic service as a journal reviewer and conference committee member. His activities include 41 scientific journal reviews, 19 media appearances, and 11 master's student supervisions. He has also served as an external reviewer for The French National Research Agency (ANR).
As a member of the Customer-Oriented Research Group, Yrjölä collaborates with colleagues on projects examining consumer behavior, retail transformation, and digital marketing strategies. His research increasingly focuses on the intersection of AI and service delivery, particularly in platform-based business models and retail contexts.
