Titta Matikainen

Titta Matikainen is a Post-doctoral Researcher at LUT Business School, LUT University, specializing in Business Studies with a focus on B2B sales, sales leadership, and digital transformation. She is currently completing her doctoral dissertation titled "Digital transformation shaping business-to-business sales leadership," expected to be defended in late 2024.

• Position: Junior Researcher, LUT Business School
• Department: Business Studies
• Institution: LUT University, Lappeenranta, Finland

Her research centers on understanding how digital transformation impacts sales leadership and B2B sales career intentions among students. She employs both qualitative and quantitative methods in marketing and business management contexts. Her work bridges academic research with practical applications in sales education and industry practices.

The recent publications reflect a strong trend in marketing education, B2B career intentions, and the evolving nature of sales leadership in the digital era. Her research integrates themes of digitalization, student motivation, leadership authenticity, and societal relevance of sales research.

She received the Best Paper Award in the Marketing Education track at the ANZMAC 2021 conference for her work on students' intentions to work in B2B sales.

• Best Paper Award, ANZMAC 2021 – Marketing Education Track

Titta has co-authored several publications with researchers such as Anssi Tarkiainen and Jonna Koponen. While no formal advisees are listed, her academic contributions are growing in the fields of sales and marketing. She previously worked in event marketing, entrepreneurship, and personal coaching, enriching her applied perspective. No specific lab or research team is mentioned in the provided texts.