I’m a marketing scholar and teacher. My research looks at how digital technology shapes consumer behaviour, marketing and tourism. I specifically explore what autonomous AI agents do to buyers, brands and business models. I help executive teams separate what is actually happening in agentic commerce from what is being claimed — and decide what to do about it.
I hold the title of Adjunct Professor of Digital Tourism Marketing at the University of Eastern Finland. I have a PhD in Marketing from the University of Jyväskylä and an MSc in Marketing Management and Strategy from the University of Plymouth. I’ve taught undergraduate and postgraduate students for more than 12 years and supervised master’s and doctoral research. I enjoy helping students connect ideas from the classroom with questions they’ll face in practice.
I share my expertise with industry and public-sector leaders, helping them understand how digital change affects customers, organisations and markets.
This work is especially important in emerging markets, where new technologies can open up opportunities but need to fit local needs and realities. I bring a marketing and tourism perspective to conversations about how AI and Web3 can be developed and adopted in ways that support businesses, communities and wider economic growth.
Methods:
fsQCA for configurational and small sample designs
SmartPLS for structural equation modelling
NVivo and Atlas.ti for qualitative analysis
Mixed methods across quantitative and qualitative traditions
Business schools are not yet producing the graduates the Web3 economy will need in marketing, accountancy, management and insurance. I would like to help change that.
