I am a postdoctoral researcher in International Marketing at Åbo Akademi University. My work combines qualitative research, conceptual development and applied analysis, with a particular interest in questions that connect research with organizational and societal practice.
Current research areas
Narratives, strategic communication and Narrative Capital
My doctoral research developed the concept of Narrative Capital to examine how narratives contribute to economic, social, cultural and symbolic value. Current work continues to explore narratives, place identity, strategic communication and processes of value creation.
AI, trust and professional judgment
A newer research stream examines AI-supported organizational decision-making, with particular attention to trust, professional judgment, human–AI interaction and the role of people in knowledge-intensive work and value creation.
Digital twins, co-creation and place development
Research on 3D city models and digital twins explores how digital representations of places can support stakeholder dialogue, co-creation and place attractiveness, but also how such systems embody particular assumptions, priorities and perspectives.
Selected research
- From administrative tools to place attractiveness: stakeholder co-creation in 3D city mapping for small- and mid-sized cities, Journal of Place Management and Development, 2026.
- Climbing as serious leisure and the shaping of rural place identity, World Leisure Journal, 2025.
- Exploring the Narrative Capital of the Place: Value Dynamics in Place Identity and Branding, doctoral thesis, Åbo Akademi University, 2025.
- Towards a framework for exploring indirect value of tourist attractions in place branding, Scandinavian Journal of Hospitality and Tourism, 2023.
- The Narrative Capital of the Place: How the Millennium Narratives Generate Place-related Values and Attract Tourists to Sweden, Routledge, 2018.
Research collaboration
I am interested in research collaborations and applied research projects involving strategic communication, narratives, AI, and organizational decision-making, professional judgment, qualitative research, digital twins, place development, and knowledge-intensive organizations.