Working with

PhD, Associate Professor (Docent) in Business Administration, specialising in Marketing.

Programme Director of the International Marketing Programme (IMP) and the Master’s Programme in Responsible Global Marketing.

Faculty representative on the School Advisery Council.

Course coordinator, examiner and lecturer in several courses in marketing and branding.

My research focuses on the following areas:

(1) Marketing of the Swedish wine sector

I examine how wine producers and regions create sustainable competitive advantages through place attachment, brand identity and digital marketing within the growing Swedish wine sector.

(2) Place branding and destination marketing

Place branding is my main research field. Since 2010, I have analysed how cities, regions and rural areas develop place brands, with particular emphasis on sparsely populated and rural areas, branding strategies, place image and the evaluation of place marketing. In my current research, I integrate place branding and wine marketing, focusing on wine tourism, local food experiences and stakeholder collaboration.

(3) Theory and methodological development in business administration

My research encompasses digital and social media marketing as well as methodological development. I analyse how user-generated content and large-scale social media data can be used to study place experiences and place brands, including the application of advanced analytical models and generative AI.

I am Associate Editor for Academic Research at The Place Brand Observer, an international platform for researchers and practitioners in place branding, and I regularly serve as a peer reviewer for academic journals and academic publishers in business administration, marketing and place branding.

I am involved in several national and international research projects funded by, among others, the EU, Vinnova, Formas and the Swedish Agency for Economic and Regional Growth, often conducted in interdisciplinary research environments.