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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.