The Journal of Marketing Theory and Practice has awarded researchers from the Jyväskylä University School of Business and Economics
The research by Doctoral Researcher Mikko Vesterinen, Associate Professor Joel Mero, and Senior Researcher Mika Skippari addresses a key competitive factor for modern companies: the ability to utilize data as an enabler of agile marketing and support for business operations in a rapidly changing market. The award was granted for the article Big data analytics capability, marketing agility, and firm performance: a conceptual framework.
Data utilization consists of many factors
According to the research, the capability to leverage big data consists of technology, data, and investments, but also the skills of managers and employees, as well as corporate culture, learning orientation, and organizational structures and processes.
“These factors enable the effective use of data in agile marketing, which means building a rapid and iterative understanding of the market and making decisions based on that understanding,” says Vesterinen.
The availability of data and data experts also plays a key role in strengthening the link between big data utilization and agile marketing.
“However, data utilization can be hindered by unfavorable political decisions, regulation, and a weak market situation.”
Support for companies in utilizing data
According to Vesterinen, companies must be able to respond agilely to signals from the market, which requires efficient data processing, automated decision-making processes, sufficient expertise, and a suitable organizational structure and culture.
“In recent years, global markets have been in turmoil, whether due to the pandemic, wars, or the AI revolution, so companies need agility more than ever. Our research offers corporate decision-makers support in building these capabilities.”
"I’m truly happy and grateful for this award. I’ve been working on my dissertation alongside my job, which has been quite challenging at times, so this kind of recognition gives me confidence in my work. Of course, I had been tracking how many times our article had been viewed, downloaded, and cited, so I knew it was doing well. The award still came as quite a surprise, especially since this is my first article," Vesterinen says happily.
Mero also highly values the recognition received.
"I am truly proud of this achievement," says Mero. "The award is exceptional, especially because Mikko wrote the article largely on his own, and it is even the first partial publication of his dissertation. This demonstrates strong research potential and a long-term commitment to scientific work in a demanding daily routine."
"The award is also yet another indication that the Digital Marketing and Corporate Communication research group is conducting impactful and timely research that attracts international attention.
Both the university and companies benefit from business collaboration
Vesterinen, who works as a Senior Manager at Valmet, has also co-taught a capstone course with Mero in the Digital Marketing and Corporate Communication program, where students have had the opportunity to create a marketing plan for Valmet’s pulp, energy, and circular economy business area. One student who participated in the course also got a summer job at Valmet. The collaboration has been beneficial for both the university and Valmet.
"In the course, students were tasked with familiarizing themselves with Valmet’s business operations, analyzing its market environment, and evaluating its marketing strategies. During the project, students were also able to ask follow-up questions and request the necessary materials to support their work," says Vesterinen.
"I was impressed by how well the students had familiarized themselves with the industry and were able to identify real challenges. The plans were highly relevant and feasible. I found several ideas among the suggestions that we can include in next year’s marketing plan."
Mero says Vesterinen’s case is an excellent example of collaboration between the university and businesses, which is not limited to a single research project but is deeply integrated into both research and teaching.
“This collaboration offers the university and students meaningful practical relevance, while providing companies with research-based insights into current business challenges,” says Mero.
"Valmet’s positive and flexible approach to Mikko’s doctoral research has been essential to the smooth progress of the research. I would like to extend my special thanks to Valmet for this. This kind of trust-based collaboration, which benefits both parties, is exactly what is urgently needed between universities and companies," Mero continues.
“I’ve been working on my dissertation since 2021, and I feel that the university and my dissertation supervisors have made it possible for me to conduct my research flexibly alongside my work, taking into account the constraints on my time,” Vesterinen also says.
Mikko Vesterinen is conducting doctoral research on the use of data to increase corporate agility, with a particular focus on the adoption and utilization of generative artificial intelligence in industrial companies.
Read the award-winning research:
Big data analytics capability, marketing agility, and firm performance: a conceptual framework
Further information:
Mikko Vesterinen
mikko.v.j.vesterinen@student.jyu.fi
