Solveig Wikström Professor emerita

Solveig Wikström is Professor emerita of Business Strategy and Consumption at Stockholm Business School, and a former professor of Marketing and Consumer Affairs, Lund University.  She is an experienced thesis advisor, a former head of the FA-institute for interdisciplinary research on business and work, a member of several research councils and a number of public company boards. She is also  a member of the Royal Academy of Engineering, the Finnish Society of Sciences and the Royal Society of Letters at Lund University.Two of her books have won the award Marketing Book of the year by the Swedish Marketing Federation,  and she has been conferred the scientific Söderberg award for her contribution to consumer research.  

Research

Solveig Wikströms’s research deals continuously with firms’ business and marketing strategy and end-users’ consumption activities, and in particular with the match between the two parties. An often asked question in her research is, why does the match often fail, and what can be done to mitigate this mismatch? At present her research deals with consumer value creation and how to transfer this type of knowledge to firms. Examples of her research interest and her theses advising philosophy over the years are  her research programs. 

In 2003 – 2006 she conducted the research program “Tide - Tangible/Intangible dynamics in the digital Economy" in cooperation with Royal School of Technology involving five PhD students and focusing on how to combine Internet and personal based elements for developing new service channels for complex services. In particular the progam addressed the emergence of new  hybride channels. 

In 1996-2002 she pursued the research program “Consumers in Cyberspace" together with four PhD students. The program addressed consumers' attitudes to and use of the the new  Information and comunication Technology (ICT). The result showed that the consumers needed much more support than what the service providers actually offered.