Maria Ek Styvén
Professor and Head of Subject
Research subject: Industrial Marketing
Division: Business Administration and Industrial Engineering
Department of Social Sciences, Technology and Arts
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Luleå, A241
Research interests
Over the years, my research has been applied across several contexts, such as tourism and hospitality, retail, the horse sector, the public sector, and the music industry. The aim has always been to understand the needs, attitudes, and behaviours of the group under study, for example, tourists, consumers, or employees. In the field of branding, I have studied employer, place, and personal branding. Regarding the research methodology, the aim of my quantitative studies has generally been to explain behavioural outcomes statistically, whereas the qualitative studies have sought to provide deeper insights into why consumers/tourists/users/employees/citizens believe or behave in certain ways.
My publication list on Google Scholar is found here.
Ongoing research projects
Working-life benefits of being a rider: Employers and riders on skills and traits developed in the equestrian environment,Stiftelsen Hästforskning (Project manager)
Consumer behaviour in the circular economy (Main supervisor of doctoral research project conducted by Marnell Kirsten within the future research area Creaternity)
Completed research projects
Information about the projects is found here.
2022—2024: Crisis-driven innovation: From reactive measures to new sustainable tourism services in the wake of the pandemic, BFUF (Project manager)
2022—2023: Employment Value Proposition in the Tourism and Hospitality Industry: Incorporating a Place Attractiveness Perspective, NorrlandsNavet/The Kamprad Family Foundation (Project manager)
2021—2022: Competent, knowledgeable, and proud: Learning as a brand promise in tourism & hospitality, BFUF (Project manager)
2020—2022: The green tourist of tomorrow: The young generations’ perspectives on sustainable travel, BFUF (Project manager)
2017—2019: Attractive employers: Employer branding in retailing and tourism & hospitality industries , BFUF & Handelsrådet (Project manager)
2016—2018: Attractive brands in the tourism & hospitality industry, BFUF (Project manager)
2014—2016: The Customer’s Channel Choice: How should Retailing Meet Customer Needs in Digital Channels?, Handelns Utvecklingsråd
2014—2016: The Tourist of Tomorrow: How should the Tourism Industry Meet the e-Generation?, BFUF
2014—2015: DIGIVÄX - Digital Strategies for Growth in the Tourism Industry, Länsstyrelsen
2011—2013: EKO - Effective Communication in Crisis, VINNOVA
2009—2010: VoxDuell, VINNOVA
2008—2011: CUP - Customer Focus for Increased Usage of Public e-Services, VINNOVA
2008—2011: Personal scholarship from Jan Wallanders och Tom Hedelius Stiftelse, Handelsbanken
2008—2010: MeMo - Meta Business Model for Mobile Services, VINNOVA
Current and recent assignments
2025—present: Member of the Committee for Pedagogical Merit in Higher Education
2023—present: Chair of the academic appointments board
2021—present: Chair of the research and education group in Industrial Marketing
2021—present: Member of the nominating committee for the Board of the Faculty of Humanities and Social Sciences
2019—2023: Member of the academic appointments board
2017—2023: Program Coordinator for the Master of Science Program in International Business
2020—2021: Acting chair of the research and education group in Industrial Marketing
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