Nyrhinen Jussi, Project Researcher / Projektitutkija

Nyrhinen Jussi, Project Researcher / Projektitutkija


Jussi Nyrhinen (M.Sc. Econ) is a doctoral student in marketing. He currently works as a researcher at the University of Jyväskylä School of Business and Economics in a joint project in analyzing how organizations in retail adapt to the disruption caused by e-commerce (Tekes FidiPro Red Queen Effect). Nyrhinen’s past experience includes Tekes and EU funded projects conducted in co-operation with various companies and the associations of the field of retailing.

Nyrhinen’s research focus is the consumption of experiences across physical and digital platforms.  His research delves themes of ethical marketing, health and wellbeing and the social aspect of consumption. Alongside his work as a researcher he is working on his dissertation scrutinizing these themes in the context of luxury markets.

Nyrhinen‘s main teaching responsibility is the master level course “Strategic Marketing in Retail”. In addition, he is a visiting lecturer in the courses “Introduction to Marketing “ and “Motivating Sustainable Consumption”.

Areas of Interest

e-commerce, ethical marketing, experience economy, luxury consumption, marketing channels, retail management, service marketing, social media, sustainable consumption, wellness consumption

Research Areas

consumer behavior, digital marketing

Recent Publications

  • Skippari, M., Nyrhinen, J., & Karjaluoto, H. (2016). The Effect of Consumer Local Engagement and Personal Values to Local Store Patronage. In K. K. Kim (Ed.), Celebrating America?s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? : Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference (pp. 959-963). Springer; Academy of Marketing Science.
  • Nyrhinen, J.; Uusitalo, O. & Pecoraro, M. (2015) Consumers’ Autonomic Interpretations and Dominant Idea of Luxury. The 23rd Nordic Academy of Management Conference Copenhagen Business School, 12 – 14.8.2015
  • Skippari, M.; Nyrhinen, J. & Karjaluoto, H. (2015) Exploring the Drivers of Local Store Patronage. 44th European Marketing Academy Annual Conference, Leuven, 26.–29.5.2015.
  • Grénman, M.; Nyrhinen, J. & Wilska, T-A. (2014) Portray of a Wellness Consumer – at the Crossroads of Health, Luxury and Sustainability? Nordic Conferecence on Consumer Resarch 21.-22.5.2014, University of Vaasa.

Research group: Digital Marketing


YMAS390 Strategic Marketing in Retail (taught in English)