Johanna Pia Maria Frösén

Assistant Professor, Marketing Department





  • PhD., Aalto University School of Business (formerly known as Helsinki School of Economics, major in marketing), 2013.
  • M.Sc., Helsinki School of Economics (major in Marketing), 2008.
  • B.Sc., Helsinki School of Economics (major in Marketing), 2007.
  • Exchange Program, Malaysia International Business Program, 2005.



  • Strategic Marketing
  • Marketing performance and marketing performance measurement, marketing metrics
  • Market orientation, market-based capabilities
  • Business models, value drivers
  • Top management personality



Books, Monographs and Textbooks

  • Marketing Metrics, Marketing Performance Measurement, and Marketing Control. Monograph / Doctoral Dissertation. 2013.
  • StratMark II: Strategisen markkinoinnin teho ja tulokset. Talentum. 2011 (with H. Tikkanen).


Papers in Academic Journals

  • Examining the link between marketing controls and firm performance: The mediating effect of market-focused learning capability // Journal of Business Research. Forthcoming (with Liang, X.)
  • Customer orientation as a multidimensional construct: Evidence from the Russian markets // Journal of Business Research. 2018. Vol. 86, pp. 457-467 (with Smirnova, M., and Rebiazina, V.).
  • Development and Impact of Strategic Marketing - A Longitudinal Study in a Nordic Country from 2008 to 2014 // European Journal of Marketing. 2016. Vol. 50 (12), pp. 2269-2294 (with H. Tikkanen).
  • Is More Capability Always Beneficial for Firm Performance? Market Orientation, Core Business Process Capabilities, and Business Environment // Journal of Marketing Management. 2016. Vol. 32 (13-14), pp. 1359-1385 (with M. Jaakkola, H. Tikkanen, J. Aspara, A. Vassinen, and P. Parvinen).
  • What Counts Vs. What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement // Journal of Marketing. 2016. Vol. 80 (3), pp. 60-78 (with J. Luoma, M. Jaakkola, H. Tikkanen, and J. Aspara).
  • Effective Forms of Market Orientation across the Business Cycle: A Longitudinal Analysis of Business-to-Business Firms // Industrial Marketing Management. 2016. Vol. 52 (1), pp. 91-99 (with M. Jaakkola, I. Churakova, and H. Tikkanen).
  • Various Forms of Value-Based Selling Capability - Commentary on “Value-Based Selling: An Organizational Capability Perspective” // Industrial Marketing Management. 2015. Vol. 45 (Special Issue), pp. 113-114 (with M. Jaakkola and H. Tikkanen).
  • Market Orientation, Innovation Capability and Business Performance: Insights from the Global Financial Crisis // Baltic Journal of Management. 2014. Vol. 9 (2), pp. 134-152 (with J.-P. Huhtala, A. Sihvonen, M. Jaakkola, and H. Tikkanen).
  • Marketing Performance Assessment Systems and the Business Context // European Journal of Marketing. 2013. Vol. 47 (5/6), pp. 715–737 (with H. Tikkanen, M. Jaakkola, and A. Vassinen).



  • Reviving Heritage Brands – The Case of Petrodvorets Watch Factory // Emerald Emerging Markets Case Studies. 2016. Vol. 6 (1), pp. 1-18 (with M. Laukkanen).



  • Associate Professor, Hanken School of Economics, Finland, 2017-.
  • Assistant Professor, Hanken School of Economics, Finland, 2016-2017.
  • Visiting Scholar, National University of Singapore Business School, Singapore, 2016-2017.
  • Researcher, project coordinator, Aalto University School of Business, Finland, 2007–2013.
  • Visiting Scholar, University of California Riverside, School of Business Administration, USA, 2012.



  • Highly Commended Paper Award/Emerald literati network, Baltic Journal of Management, 2015
  • 2011 Emerald/BMDA Management Research Fund Award, 2011



  • CEMS Academic Director, 2014-2016.
  • Member of the AMA (American Marketing Association).
  • Member of the AMS (Academy of Marketing Science).
  • Member of the EMAC (European Marketing Academy).
  • Instructor, the Institute of Marketing, Finland.


  • Research Seminar
  • Quantitative Methods of Business Research
  • Strategic marketing