Explore our knowledge

Fa­bi­an Faurholt Csaba

Associate Professor

Subjects
Entrepreneurship Creativity Branding Consumer behaviour Communication Qualitative methods

Primary research areas

Con­sumer cul­ture the­ory
How mar­kets, brands, and con­sump­tion prac­tices shape and are shaped by cul­ture. I study con­sumer mean­ing-mak­ing, iden­tity, and so­cial dy­nam­ics us­ing cul­tur­al and qual­it­at­ive ap­proaches.
Or­gan­iz­a­tions, com­mu­nic­a­tion and mean­ing-mak­ing
I study how or­gan­iz­a­tions en­gage with di­verse audi­ences and stake­hold­ers through com­mu­nic­a­tion, nar­rat­ives, and sym­bol­ic prac­tices. My re­search fo­cuses on how mean­ing and value is con­struc­ted across me­dia and plat­forms, shaped by cul­tur­al forces and so­ci­et­al ex­pect­a­tions.
Cul­tur­al and cre­at­ive in­dus­tries
I in­vest­ig­ate how cre­ativ­ity, entrepreneur­ship, and sym­bol­ic value are pro­duced and con­tested in fields like fash­ion, lux­ury, ad­vert­ising, and me­dia. I fo­cus on how cul­tur­al pro­du­cers shape mar­kets, chal­lenge norms, and drive in­sti­tu­tion­al change.

Mak­ing sense of cre­ativ­ity, com­mu­nic­a­tion, and change

My research helps 
- develop deep consumer insights to understand how value and meaning are created in markets and culture 
- build a multi-faceted understanding of entrepreneurial and creative processes, from supporting designers in the cultural industries to managing creativity in larger corporate contexts 
- explore the role of communication in shaping value, identity, and culture, including how branding and media practices influence organizations and society 
- equip students and organizations with reflective and creative approaches to navigating change across industries 

I study the complex dynamics of creativity, entrepreneurship, and business development—how they emerge, evolve, and can be supported in ways that create cultural, social, and economic value. My work is rooted in consumer culture theory and explores how meaning and value are constructed across industries, markets and organizational contexts, including but not limited to fashion, luxury, and branding. 

I’m interested in how cultural producers, organizations, and entrepreneurs communicate across media platforms to shape identity, negotiate values, and respond to societal change. This includes studying how creative work unfolds in environments marked by paradox: tradition vs. innovation, exclusivity vs. accessibility, enrichment vs. impoverishment. 

My aim is to deepen our understanding of how creativity and communication drive change across sectors, to support more reflective forms of entrepreneurship and business development, and to explore how meaning-making practices shape the future of work, consumption, and cultural life.