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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.

In her dissertation, Kaisa studied the evolution of markets as service ecosystems (2018, Karlstad University). Currently, a lot of her work (together with Josina Vink from Oslo School of Architecture and Design) focuses to the theoretical development and practical application of service ecosystem design. Service ecosystem design refers to a systemic understanding of service design as the intentional shaping of social structures to facilitate the emergence of desired value cocreation forms within and among actor collectives.

Kaisa also serves as the Assistant Editor of the AMS Review, the only marketing journal that focuses exclusively on conceptual(-only) articles and frequently speaks about the "art" of writing conceptual articles and making theoretical contributions with one's research.

Recent publications:

Vargo, S.L., Peters, L., Kjellberg, H., Koskela-Huotari, K., Nenonen, S., Polese, F., Salerno, D. and Vaughan, C. (2022) 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 

Koskela-Huotari, K. and Siltaloppi, J. (2020) Rethinking the actor in service research: Toward a processual view of identity dynamics. Journal of Service Theory and Practicehttps://doi.org/10.1108/JSTP-11-2018-0245 Highly Commended Paper in the 2021 Emerald Literati Network Awards for Excellence 

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