Department of Business Administration

Lund University School of Economics and Management


Marketing can be defined as an activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Our research undertaken in marketing emphasises all these elements of marketing, with a focus on branding, consumption, retail, multi-and omnichannel, and internationalisation.

The strength of the research conducted by the marketing group lies in our ability to approach these areas from a variety of perspectives. We work from cultural as well as managerial viewpoints, examine consumer markets as well as business markets, and investigate using qualitative as well as quantitative methods. We are strong both in terms of academic and practical relevance, teaching as well as research. In all areas of investigation, we prioritise research into sustainability and digitalisation.

In brief, our research covers areas such as:

  • Brand studies
  • Consumer studies
  • Internationalisation studies
  • Retail and channel studies
  • Sustainability studies

Several formal research centres and research groups have strong links with the marketing department:


Deputy Head of Department,
research area Marketing

Johan Anselmsson

Johan Anselmsson
Ulf Elg
Ulf Johansson

Associate professors
Javier Cenamor
Magnus Nilsson
Tommy Shih
Peter Svensson
Veronika Tarnovskaya
Sofia Ulver
Mats Urde

Senior lecturers
Jon Bertilsson
Annette Cerne
Carys Egan-Wyer
Clara Gustafsson
Frans Melin
Burak Tunca

Sönnich Sönnichsen

Doctoral students
Karin Alm
Oskar Christensson
Phil Flores
Daphne Geveke
Marcus Klasson
Johan Schlasberg
Jörgen Wettbo

Visiting researcher
Hayat Ayar Senturk

Visiting PhD student
Patrik Stoopendahl, University of Borås

Micco Grönholm

Guest professor
Linda Hollebeek, Vilnius University & Tallinn University of Technology

Affiliated researcher
Hossain Shahriar