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Koskela-Huotari, Kaisa

Kaisa joined the Department of Marketing and Strategy in April 2021. Her research interests lie at the intersection of service-dominant logic, institutional theory, and systems thinking. She uses these perspectives in her often conceptual work to learn more about change in social systems and inform the understandings of innovation, service design and market evolution.

Her articles have been published in journals such as the Journal of the Academy of Marketing Science, Journal of Service ResearchJournal of Business Research, and Journal of Service Management among others. Kaisa serves on the Editorial Review Board of the Journal of Business Research, and the Journal of Service Management. Between 2019-2024, she held the position of Assistant Editor of the AMS Review, the sole marketing journal exclusively dedicated to conceptual articles. She frequently speaks and teaches about the "art" of writing conceptual articles and making theoretical contributions with one's research.

In her dissertation, Kaisa studied the evolution of markets as service ecosystems (2018, Karlstad University). Much of her recent work (together with Josina Vink from Oslo School of Architecture and Design) focuses to the theoretical development and practical application of service ecosystem design, a systemic understanding of service design.

Currently, she is involved in two forestry-related research projects that study the market dynamics that stem from the plurality of value creation logics and market shaping efforts causing increasing tensions between, e.g., traditional industrial uses of wood, the use of forests as carbon offsets, recreational uses and biodiversity. 

In 2022, Kaisa received the SSE Corporate Partners' Research Award. 

In 2023, Kaisa received the Mary Jo Bitner “Rising Star in Services” Award and her co-authored paper with Josina Vink was honored with the 2022 Journal of Service Research Best Article Award.

Selected recent publications:

Koskela-Huotari, K., Svärd, K., Williams, H., Trischler, J. and Wikström, F. (2024) Drivers and Hinderers of (Un)Sustainable Service: A Systems View. Journal of Service Research,  https://doi.org/10.1177/10946705231176071 

Vargo, S.L., Peters, L., Kjellberg, H., Koskela-Huotari, K., Nenonen, S., Polese, F., Salerno, D. and Vaughan, C. (2023) Emergence in Marketing: An Institutional and Ecosystem Framework. Journal of the Academy of Marketing Sciencehttps://doi.org/10.1007/s11747-022-00849-8

Vink, J., and Koskela-Huotari, K. (2022) Building Reflexivity Using Service Design Methods. Journal of Service Researchhttps://doi.org/10.1177/10946705211035004

Koskela-Huotari, K., Patricio, L., Zhang, J., Karpen, I.O., Sangiorgi, D., Anderson, L., and Bogicevic, V. (2021) Service System Transformation through Service Design: Linking analytical dimensions and service design approaches. Journal of Business Researchhttps://doi.org/10.1016/j.jbusres.2021.07.034 

Vink, J., Koskela-Huotari, K., Tronvoll, B., Edvardsson, B. and Wetter-Edman, K. (2021) Service Ecosystem Design: Propositions, Process Model, and Future Research Agenda. Journal of Service Researchhttps://doi.org/10.1177/1094670520952537

Vink, J., and Koskela-Huotari, K. (2021). Social Structures as Service Design Materials. International Journal of Designhttp://www.ijdesign.org/index.php/IJDesign/article/view/4137/960  

Vargo, S.L. and Koskela-Huotari, K. (2020) Advancing conceptual-only articles in marketing. AMS Reviewhttps://doi.org/10.1007/s13162-020-00173-w