My primary research interest is brand orientation. I have conducted research around  this orientation in both private and public sector. I have also compared this orientation to market orientation. I have utilised both qualitative and quantive methods in my research and find the perspective of mixed methods appealing. My work is published in Journal of Brand Management and Journal of Marketing Management. I have acted as a reviewer for Journal of Brand Management, European Journal of Marketing and International Journal of Hospitality Management.

I regularly speak on conferences about brand mangement related issues and frequently comment on these issues on national or local news media. I have also been an active member in The Swedish Association of Communication Professionals during many years.

I teach on bacholor level in various marketing courses.