Joel (Järvinen) Mero got his D.Sc. (Econ.) degree in 2016 at Jyväskylä University School of Business and Economics. Mero leads Digital Marketing and Communication research group at JSBE and acts as the director of the international master's program in Digital Marketing and Corporate Communication (DMCC). With a special emphasis on digital marketing in teaching, Mero has designed and executed over 20 different study courses in more than 10 different higher-education institutions at Bachelor, Master, EMBA and Doctoral levels.He has also supervised several completed doctoral theses and dozens of master's theses.
I study how companies can turn new technologies and data into customer value and business growth. My research focuses particularly on digital marketing and B2B markets, with growing attention to the opportunities and challenges created by AI and other emerging technologies. I am Associate Professor of Marketing at the University of Jyväskylä School of Business and Economics (JSBE), where I lead the Digital Marketing and Communication research group.
Digital marketing strategy · AI in marketing · Customer-centric business growth
Finnish Quantum Flagship (Research Council of Finland, 2024–): As a principal investigator in the flagship's societal impact programme, I investigate how Finland can build a competitive quantum business ecosystem and turn emerging quantum technologies into business opportunities and economic growth.
I have published around 30 peer-reviewed journal articles examining how companies create business value from digital technologies and data, drive customer value and growth, and capitalize on opportunities arising from emerging technologies. My research has received three Best Paper Awards and two runner-up recognitions from Industrial Marketing Management.
I have also co-authored practitioner-oriented books, including Digital Marketing Strategy (2023) and Digital Marketing and Artificial Intelligence (2025). I regularly share research insights with business leaders through executive MBA programmes, industry events, and media commentary.
I welcome collaborations with companies and fellow researchers interested in digital marketing, AI, emerging technologies, and data-driven business growth. I am also available for media enquiries on these topics.
