Mikael Gidhagen is a lecturer at Uppsala University's Department of Business Studies where he teaches and does research in marketing, with a particular focus on service logic, services and relationship management.
Academic merits: PhD, Excellent Teacher
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Mikael's primary research interests concern marketing and relationship management from a service logic perspective. His dissertation focused on critical business episodes and their impact on business relationship development in a financial services setting. Mikael’s ongoing research projects consider the changing roles of actors – firms and individuals – in value creation in online communities, with a focus on the video game industry; resuming business, reconfiguring resources and reactivating relationships, building on cases from the mining industry; and the digitalization of insurance services, the issue of trust, and the use of web-based applications. He has published in Journal of Strategic Marketing, Managing Service Quality, International Journal of Bank Marketing, Journal of Professional Services Marketing, Journal of Customer Service in Marketing & Management, Nordisk Försäkringstidskrift, and in several book chapters and conference proceedings.
Mikael’s main areas of expertise are service logic and service management, financial services and business relationship management.
Mikael’s knowledge and expertise have come to use in a number of short-term consultancy services for e.g. Ericsson AB, Ekonomistyrningsverket, Arbetsförmedlingen, The City of Uppsala, Attendo, IPF and Svenska Försäkringsföreningen, most of them being in the format of one-day seminars. Mikael has also lectured and worked as a thesis supervisor at the Mälardalen University for varying periods of time.
Mikael has held the position of reviewer of several academic journals and books in marketing.
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