Finnish Marketing Association 4^th Annual Conference 2025

The Finnish Academy of Marketing announces the Fourth Annual Conference to be held from 17^th -18^th June 2025 at Tampere University (Faculty of Management and Business) for academics and practitioners interested in state-of-the-art research in the field of marketing. Prior to the conference on 16^th of June we have a doctoral student colloquium with keynotes, paper presentations and workshops on how to publish and build your career.

“Marketing forward: Customer centricity in a sustainable and digitized future”

The current era is defined by technological advancements wherein the rising use of artificial intelligence, data analytics, and personalization dominates marketing strategies. In tandem, marketers are witnessing evolving markets and activism aligned with the global focus on sustainable and ethical practices that preserve both nature and communities. These changes are causing an unprecedented transformation of the marketing landscape. This dynamic environment redefines how businesses connect with their audience and requires marketers to balance technological efficiency with human creativity to ensure authentic, empathetic, and emotionally resonant marketing strategies. This conference encourages academic discussion on actionable and innovative ideas to help drive the evolution of marketing as a discipline in tandem with the evolving landscape and assist marketers in staying ahead of the curve.

The academy welcomes state-of-the-art and original submissions exploring the intersections between customer-centric marketing with sustainability, ethics, and digitization among other topics. We encourage submissions that adopt perspectives of different marketing sub-fields as described in the call for submissions. All papers must be original and not simultaneously submitted to other conferences or journals.

Topics

The academy welcomes submissions from all sub-fields of marketing including,

• Advertising
• Branding and strategy
• Consumer culture theory
• Customer value
• Consumer behavior
• Digital marketing
• Ethical marketing
• B2B/Industrial marketing
• International marketing
• Non-profit marketing
• Philosophical and theoretical aspects of marketing
• Pricing
• Sales
• Services marketing
• Sustainable and Purpose-driven marketing
• Technology-based marketing with digital tools and data analytic
• Sensory marketing
• Marketing education
• Tourism, destination and cross-cultural marketing
• Macro marketing and public policy
• Emerging trends and innovation
• And all other schools of thought within marketing.

The Finnish Academy of Marketing appreciates all aspects of diversity within the marketing discipline, i.e., research can be interdisciplinary and multidisciplinary and be carried as historical, qualitative, and/or quantitative research. Different types of theories and conceptual analyses, in addition to varied industrial contexts, are appreciated. The following paper categories are welcome:

• Doctoral student paper e.g. research plan or manuscript (up to 20 pages)
• Full papers (up to 20 pages)
• Abstracts (2 pages).

Note that papers and abstracts might also be accepted for poster presentation only.

We will organize timely review process. Please use APA reference style.

Finnish Academy of Marketing provides a conference proceedings publication opportunity to all accepted papers. Oral presentations are each allocated 20 minutes out of which 15 minutes for presentation and 5 minutes for comments and general discussion.  

Dates and practicalities

Submissions system is open and submissions deadline is 15.4.2025.

Author notification: as soon as possible.

Registration Deadline: TBA

Two of the previous conferences have been free of charge due to gracious grant provided by Foundation for Economics Education. In 2025 we charge participation fee of 249€ to cover costs of the conference.

All questions should be emailed to jari.salo@helsinki.fi

Doctoral Colloquium

The Doctoral Colloquium will be held on 16^th June 2025, one day before the conference, at Tampere University, Faculty of Management and Business. The colloquium provides an immersive platform for doctoral candidates to discover state-of-the-art research in marketing and exposure to diverse methodologies, theoretical foundations, and novel research ideas for future research. Doctoral candidates can discuss their dissertation ideas with fellow students and leading academicians and garner feedback. The event is designed to assist candidates in gaining insights to broaden their perspectives on conducting novel and sound research. This is also a good opportunity for doctoral candidates to learn about the dissertation process, career and employment strategies and network with current and prospective colleagues.  Colloquium will be hosted by the Finnish Academy of Committee members and those invited to present.

As a doctoral student you can attend the Finnish Academy of Marketing conference with the same registration fee of 249€. Submission date is same as for the conference.

Program Committee:

• Jari Salo, Professor of Marketing, University of Helsinki, Finland (jari.salo@helsinki.fi)
• Jaakko Aspara, Grönroos Professor in Marketing, Hanken School of Economics, Finland
• Sanna-Katriina Asikainen, Associate Professor of Marketing, Aalto University, School of Business
• Tommi Laukkanen, Professor of Marketing and Consumer Behavior, Vice Dean, University of Eastern Finland, Faculty of Social Sciences and Business Studies
• Anushree Luukela-Tandon, Senior Researcher, University of Eastern Finland, Business School, Faculty of Social Sciences and Business Studies

Organizing Committee:

• Jari Salo, Professor of Marketing, University of Helsinki, Finland
• Jaakko Aspara, Grönroos Professor in Marketing, Hanken School of Economics, Finland
• Sanna-Katriina Asikainen, Associate Professor of Marketing, Aalto University, School of Business
• Tommi Laukkanen, Professor of Marketing and Consumer Behavior, Vice Dean, University of Eastern Finland, Faculty of Social Sciences and Business Studies
• Anushree Luukela-Tandon, Senior Researcher, University of Eastern Finland, Business School, Faculty of Social Sciences and Business Studies