Johan Hagberg


Department of Business
Visiting address
Vasagatan 1
41124 Göteborg
Room number
Postal address
Box 610
40530 Göteborg

About Johan Hagberg

Johan Hagberg is professor of Business Administration specialising in Marketing at the Centre for Retailing and the Marketing Section at the School of Business, Economics and Law, University of Gothenburg. His research revolves around the digitalization of retailing, consumption and markets. In current research projects, he investigates digital platforms and retail transformation. His publications include articles in Industrial Marketing Management, Journal of Marketing Management, Urban Studies, Marketing Theory, Journal of Historical Research in Marketing, Consumption Markets & Culture, International Journal of Retail & Distribution Management, and Journal of Retailing and Consumer Services.

Recent books: Handelns Digitalisering: Undran inför framtidens affärer (Studentlitteratur, 2016), Marketing Performativity: Theories, practices and devices (Routledge, 2017), Digitalizing Consumption: How devices shape consumer culture (Routledge, 2017), Digitalized Markets (Routledge, 2021), Fixing Prices: A century of setting, posting and adjusting retail prices (Edward Elgar, 2023).

He teaches and supervises in marketing at bachelor-, master- and doctoral level. He currently teaches in the following courses: Retail Marketing (master), Consumption & Markets (master), Marketing Case Analysis (master), Business Administration as a Research Field (PhD).

On other web sites

Research areas

  • Marketing
  • Retailing
  • Consumption

Research in progress

Teaching areas

  • Marketing
  • Retailing
  • Consumption

Selected publications

Agencing practices: a historical exploration of shopping bagsHagberg, JohanConsumption, markets & culture, 19:1, s. 111-132, 2016

The digitalization of retailing: an exploratory frameworkHagberg, Johan, Sundström, Malin, Egels-Zandén, NiklasInternational Journal of Retail & Distribution Management, 44:7, s. 694-712, 2016

Travel modes in grocery shoppingHagberg, Johan, Holmberg, UlrikaInternational Journal of Retail & Distribution Management, 2017

The Role of Market Devices for Price and Loyalty Strategies in 20th Century U.S. Grocery StoresHagberg, Johan, Kjellberg, Hans, Cochoy, FranckJournal of Macromarketing, 2020

Digitalized marketsHagberg, Johan, Kjellberg, HansConsumption Markets & Culture, 23:2, s. 97-109, 2020