Carl Yngfalk Assistant professor

I have extensive teaching experience at both undergraduate and graduate levels. I teach a range of courses within our degree programmes and serve as course coordinator for Advanced Research Methods at the Master’s level.

In addition, I supervise Bachelor’s, Master’s, and PhD theses. I have completed comprehensive pedagogical training at the Centre for the Advancement of University Teaching, Stockholm University, including university pedagogy, course analysis and development, doctoral supervision, and gender perspectives in higher education.

My research is situated at the intersection of marketing and organization studies, with a particular focus on consumption politics and contemporary consumer culture. I examine how marketing and market-based thinking diffuse throughout society and become established as dominant discourses for governing and regulating both organizations and people in everyday life.

In my work, I have recurrently mobilized Foucauldian and biopolitical perspectives to analyze these processes. In my doctoral dissertation at Stockholm University (2012), I examined the problem of food waste in the grocery market. By analyzing retailers’ and consumers’ engagement with product labelling and best-before dates, I demonstrated how the human body becomes both an object and subject within discourses of food safety and commercial overproduction.

In recent years, I have increasingly engaged with institutional theory and questions of market change. Here, I have analyzed how different actors engage in institutional work to create, maintain, or challenge institutionalized forms of market dynamics and practices across the private, public, and non-profit sectors. In my current research, I investigate power and ethics in data-driven marketing and explore how emerging digital (self-)surveillance technologies reshape identity, embodiment, and responsibility in and around markets. This research has been funded by Handelsbanken’s Research Foundations.

I have also been affiliated as a researcher at Stockholm Centre for Organizational Research (Score), including participation in the three-year research project “The University Hospital of the Future”, funded by Region Stockholm. The project examined the decision-making processes behind Karolinska University Hospital and analyzed the identity politics and governance logics that shaped the organization of the hospital, particularly in relation to the decision to implement the project as a public–private partnership.

My research is published in leading international journals, including Marketing Theory, Journal of Marketing Management, International Journal of Public Sector Management, Consumption, Markets & Culture, and Journal of Macromarketing, as well as in various book chapters, research reports, and public-facing publications. My work is frequently covered in media, and I am regularly invited to lecture for companies and public organizations on issues related to sustainable societal development, market governance, and ethics.

For more information about my research and ongoing projects, please feel free to get in touch.

E-mail: carl.yngfalk@sbs.su.se

Personal website: https://www.carlyngfalk.com/