University of Gothenburg
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Johan Hagberg

Professor

Department of Business Administration
Telephone
+46 31-786 14 93
Mail
johan.hagberg@gu.se
Visiting address
Vasagatan 1
41124 Göteborg
Room number
J922
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 various aspects of 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, Journal of Retailing and Consumer Services and Journal of Business Research.

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

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), Advanced Qualitative Methods (master), and Business Administration as a Research Field (PhD).

Ongoing research projects

On other websites