Mikael Gidhagen

Mikael Gidhagen is a senior lecturer at Uppsala University's Department of Business Studies where he teaches marketing at all levels. Mikael's primary research focus concerns marketing, business relationships, resources and value creation from a service logic perspective.

Expert Areas

Mikael’s main areas of expertise are service logic and service management, financial services and business relationship management.

Merits and Consultancy

Mikael was the appointed Director of Executive Education at the Department of Business Studies 2015-2020. He has also held a position as a guest lecturer in marketing at Adelaide University, Australia. Mikael’s knowledge and expertise have come to use in a number of short-term consultancy services for e.g. Ericsson AB, Ekonomistyrningsverket, Arbetsförmedlingen, The City of Uppsala, Attendo, IPF and Svenska Försäkringsföreningen, most of them being in the format of one-day seminars.

Research Focus

Mikael's primary research interests concern marketing, business relationships and value creation from a service logic perspective. His dissertation focused on critical business episodes and their impact on business relationship development in a financial services setting. Mikael’s ongoing research projects consider customer/actor engagement, and the changing roles of actors (e.g., individuals and firms) in value creation; aspects of resources becoming; reactivating relationships and resuming business; and spatio-temporal aspects of factors affecting tourist behaviour and destination engagement.

The latter project is part of the EU-funded INCULTUM project “Visiting the margins: innovative cultural tourism in European peripheries”, through the Swedish pilot 10: “Escape into the archipelago landscape”. INCULTUM

Publications

Mikael has published in Journal of Strategic Marketing, Managing Service Quality, Industrial Marketing Management, International Journal of Bank Marketing, Journal of Professional Services Marketing, Journal of Customer Service in Marketing & Management, Nordisk Försäkringstidskrift, and in several book chapters and conference proceedings.

Reviewer Position

Mikael is a regular reviewer of several academic journals and books in marketing.