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Jo­hannes Hat­tula

Associate Professor

Subjects
Decision-making Management Strategy Consumer behaviour Marketing Artificial intelligence

Primary research areas

Man­age­ment de­cision mak­ing
I study ma­na­geri­al be­ha­vi­or, ex­amin­ing how ex­per­i­enced man­agers de­cide un­der un­cer­tainty, lever­age ar­ti­fi­cial in­tel­li­gence, in­ter­pret data, pre­dict and shape con­sumer pref­er­ences, and nav­ig­ate or­gan­iz­a­tion­al change. Their judg­ments—of­ten biased—crit­ic­ally shape strategy, per­form­ance, and con­sumer out­comes.
Ar­ti­fi­cial In­tel­li­gence (AI)
AI is trans­form­ing how or­gan­iz­a­tions and in­di­vidu­als make de­cisions. I study how man­agers in­teg­rate AI tools into stra­tegic de­cision-mak­ing and how they in­ter­act with this tech­no­logy. I also ex­plore how con­sumers per­ceive and re­spond to AI-driv­en in­ter­ac­tions.
Ma­na­geri­al Rel­ev­ance
Man­age­ment re­search of­ten faces a gap between aca­dem­ic in­sight and prac­tic­al rel­ev­ance. I ex­plore how aca­dem­ics and prac­ti­tion­ers un­der­stand and define rel­ev­ance, and I in­vest­ig­ate how aca­dem­ic work can be more re­spons­ive to real-world chal­lenges and use­ful for ma­na­geri­al prac­tice.
Growth Hack­ing
In this area of re­search, I study growth hack­ing as a strategy for identi­fy­ing and scal­ing cus­tom­er growth. In an en­vir­on­ment where growth is crit­ic­al, I ex­am­ine how mar­keters use rap­id ex­per­i­ment­a­tion, data, and cre­ativ­ity to un­cov­er ef­fect­ive growth op­por­tun­it­ies and drive con­sumer en­gage­ment.

Help­ing Man­agers to Make Bet­ter De­cisions, Backed by In­sight

My research helps companies and managers better understand their decision-making processes. I focus on behavioral foundations of strategic judgment, aiming to support better, evidence-based decisions in complex business environments. 

My work has been published in leading academic journals, including the Journal of Marketing Research and the International Journal of Research in Marketing, and has been featured in outlets such as Harvard Business Review, the Financial Times, and the Marketing Science Institute. It has been recognized by several awards and has been supported by competitive research grants (e.g., Swiss National Science Foundation) as well as collaborations with industry partners. 

Publications

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2025

Assessing the Capacity of Marketing Researchers to Estimate Managerial Relevance

An Empirical Exploration

Malte Bleeker

Jo­han­nes Hat­tu­la, Associate Professor

Sven Reinecke
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2025

How Managers Learn to Become Strategists

Evidence From a Longitudinal Case Study

Cansu Hattula

Jo­han­nes Hat­tu­la, Associate Professor

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2024

Creative Artificial Intelligence for Marketers

A Framework and Research Agenda

Tanita Yonel

Rajesh P. Bhargave

Jo­han­nes Hat­tu­la, Associate Professor

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