I am an Associate Professor (Docent) in Marketing at Kristianstad University and hold a doctoral degree from Lund University School of Economics and Management. 

I am a specialist in the field of brands, branding, and brand management. Beside my expertise in positioning and brand activism, my research interests include market creation, strategic change and foresight studies. 

Methodologically, I primarily rely on longitudinal multi-method approaches, including interviews, archival data, and (n)ethnography. From these data sources, I build process theories about how organizational or market processes unfold. 

My most recent work focuses on scenario analysis in the food sector with a specific focus on the dairy industry’s long-term evolution from a multi stakeholder perspective. 

Beside my academic expertise, I have industry experience from various roles in marketing and consulting. As a brand strategist, I have advised companies from a broad spectrum of industries.