Visiting Senior Lecturer, Dr. Saila Saraniemi

Dr. Saila Saraniemi, is Senior Lecturer in Marketing at Oulu Business School, University of Oulu. She is also docent of Brand marketing in University of Eastern Finland. Her academic interests include corporate and service brands especially in SMEs and in tourism business, and how they are being created in networks. She is responsible for branding research in SHARP (Sensing and shaping service business relationships) research group (www.oulu.fi/sharp) in OBS.

Her research interests include also service ecosystem and market creation, value creation logics of service businesses, especially digital and mobile services, and digital marketing communications in b-to-b relationships. She is participated in several external funded research projects as a researcher and a leader of the project. Her current projects focus on digital value creation in financial and health/wellbeing services, as well as the role of humor in organization’s innovation work and management. She has been published e.g. in Journal of Travel Research, Journal of Business and Industrial Marketing, Journal of Brand Management and Industrial Marketing Management.