Project Description

The project is linked with the Globalization and Competetives -research program of Helsinki School of Economics. 

The project started in 2003 and it is led and coordinated by Johanna Moisander (HSE) and Anu Valtonen (University of Lapland). Over the years, it has been funded by the Academy of Finland, Foundation for Economic Education, HSE research foundation and Jenny and Antti Wihuri Foundation.

Many of the studies carried out within the collaborative project deal with the globalization and fragmentation of consumer markets and consumer culture, investigating the new forms of market-based community and identity that result from these global cultural transformations. Also, the roles and responsibilities of firms, marketers and marketing scholars in theses processes are studied.

The empirical focus, in particular, is on leisure industry, tourism and on-line market environments.

The subprojects that are currently in progress include:

  • Creative methods and methodologies for studying marketplace cultures
  • Theoretical legacies of the ’cultural turn’ in marketing and consumer research
  • Rethinking social marketing in the context of climate change mitigation
  • Cultural approach to sustainable marketing
  • Consumer sub-cultures in online market environments
  • Production and performance of ’leisure’  and ’community’ through consumption and market-based services

More information will follow!