Suoranta Mari, Postdoctoral Researcher / Tutkijatohtori

Suoranta Mari, Postdoctoral Researcher / Tutkijatohtori
Strategy and Entrepreneurship
Agora C322

Dr Mari Suoranta holds a Ph.D. in Marketing. Before devoting to an academic career, in 2002, she held junior positions in marketing at Nokka Group, an entrepreneurial forestry and logging machinery manufacturer, in Finland, and the Mercedes Benz division of DaimlerChysler, in Germany.

Since 2004, Dr Suoranta has been heavily involved with on-going curriculum development and coordination for PhD and Master’s programs of the Jyväskylä School of Business and Economics. In 2006, she was appointed as founding Program Director of the Technology Business and Service Business study programs, which built on problem based learning. The interdisciplinary business studies programs were tailored and offered to students interested in new venture activities. Within the study programs we created an innovative, international multi-stakeholder "Global Venture Lab” platform by bringing business closer to studies and researchers closer to businesses. Together with other Global Venture Lab colleagues Marko Seppä and Mari Suoranta initiated and developed the first version of Kasvu Open, a growth plan competition, which is today a national phenomenon in Finland supporting growth firms. Currently she runs the International Business and Entrepreneurship Master’s Degree Program.

2010-2011 she worked as a Fulbright Senior Fellow at the Sutardja Center for Entrepreneurship & Technology at UC Berkeley (US) where she worked also for the first time in 2008 and again in 2013-2014. In 2015 she was a Visiting Scholar at the Birmingham Business School, Department of Marketing, UK. Originally, Dr Suoranta’s research focused on innovation adoption and diffusion in the context of mobile and electronic services, as well as e-consumer behavior. Her current research interests include business creation and venture growth, especially the role and patterns of marketing in technology-based firms, startups and entrepreneurial marketing. Entrepreneurship education is her emerging research field, currently she works for example to develop the Berkeley Method of Entrepreneurship together with UC Berkeley professors.

Dr Suoranta has experience in contributing to the acquisition of external research funding and experience in leading major research projects and teams (e.g. Tekes, EAKR), and supervising PhD students.

Her work has been published, for example, in the Journal of Research in Marketing and Entrepreneurship, Journal of Marketing Management, Service Industries Journal, Journal of Business Models, International Journal of Management and Decision Making and the Journal of Financial Services Marketing, and presented at various international conferences such as European Academy of Marketing Conference, Academy of Marketing Science Conference, AMA Educators’ Conference, Academy of Marketing Conference, ICSB World Conference, and the AMA SIG’s Global Research Symposium on Marketing and Entrepreneurship

Some recent publications:

Fred-Ojala, A., Sidhu, I., Johnsson, C., & Suoranta, M. (2018). The Berkeley Innovation Index : A Quantitative Approach to Measure, Track and Forecast Innovation Capability Within Individuals and Organizations. In K. J. Kim, & H. Kim (Eds.), Mobile and Wireless Technology 2018. International Conference on Mobile and Wireless Technology (ICMWT 2018) (pp. 311-320). Lecture Notes in Electrical Engineering, 513. Springer.

Johnsson, C., Sidhu, I., Suoranta, M., & Singer, K. (2017). Guiding Students Towards an Entrepreneurial Mindset by Using the Berkeley Method of Entrepreneurship. In J. Branch, A. Hørsted, & C. Nygaard (Eds.), Teaching and Learning Entrepreneurship in Higher Education (pp. 257-281). Faringdon: Libri Publishing.

Kannampuzha, M. J., & Suoranta, M. (2016). Bricolage in the Marketing Efforts of a Social Enterprise. Journal of Research in Marketing and Entrepreneurship, 18 (2), 176-196.

Suoranta, M., Patja, P., Aaltio, I., & Tunkkari-Eskelinen, M. (Eds.). (2016). Yrittäjyyskasvatuspäivät Conference Proceedings. Entrepreneurship Education Conference in Jyväskylä, September 2016. Theme: Entrepreneurship Education Praxis. Jyväskylä University. Working paper, School of Business and Economics, 383.

Johnsson, C., Suoranta, M., Sidhu, I., & Singer, K. (2016). On Using Games for Practicing Entrepreneurial Mindset. In ECIE 2016 : Proceedings of the 11th European Conference on Innovation and Entrepreneurship (pp. 336-343). Reading: Academic Conferences and Publishing International Limited.

Sidhu, I., Singer, K., Johnsson, C., & Suoranta, M. (2015). Introduction the Berkeley Method of Entrepreneurship: A Game-Based Teaching Approach. In  ASEE 2015 : Proceedings of the 122nd Annual Conference & Exposition of the American Society for Engineering Education (pp. 11852). American Society for Engineering Education.

Jones, R., & Suoranta, M. (2015). Entrepreneurial Marketing in Small Firms: A Comparative Study of Small Software Technology Firms in Central Finland, Wales, UK and Silicon Valley, US. In M. C. Dato-on (Ed.), The Sustainable Global Marketplace : Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference (pp. 319). Springer.

Heikkilä, M., Solaimani, S., Soudunsaari, A., Hakanen, M., Kuivaniemi, L., & Suoranta, M. (2014). Performance Estimation of Networked Business Models: Case Study on a Finnish eHealth Service Project. Journal of Business Models, 2 (1), 71-88

Joseph, M., Suoranta, M., Seppä, M., & Biswas, D. (2014). Training Students in ‘Problems Worth Solving’: Case Global Venture Lab Finland. Nordic Journal of Business, 63 (2), 141-153

Jones, R., Suoranta, M., & Rowley, J. (2013). Strategic Network Marketing in Technology SMEs. Journal of Marketing Management, Vol. 29 (5-6), pp. 671-697

Jones, R., Suoranta, M., & Rowley, J. (2013). Entrepreneurial Marketing: a Comparative Study. Service Industries Journal, Vol. 33 (7-8), pp. 705-719

Jones, R., & Suoranta, M. (2013). Entrepreneurial Marketing Orientation in SMEs. In Z. Sethna, R. Jones, & P. Harrigan (Eds.), Entrepreneurial Marketing: Global Perspectives. Emerald Group Publishing.

Areas of Interest

Entrepreneurial marketing, marketing in high-tech startups, growth firms, business models, entrepreneurship education

Research Groups

Long-Enduring Responsible Entrepreneurship, Marketing Communications, Interdisciplinary Management Education

Teaching (list of courses)

  • YRIS641 Innovative Marketing
  • YRIS681 Venture Lab
  • YMAA715 Tuotteistaminen ja myynti (Productization and Sales)
  • URAA008 Multicultural Business Project
  • YRIS697 Master's Seminar
  • TTKY111 Orientation to JSBE's Master 's Programmes
  • TLTA610 Launch Pad (coordinator)
  • TTKA311 Business in Asia (coordinator)