My research generally deals with brands, branding and consumption, but with a particular focus on the sophistication/cultivation of mundane/ordinary consumption and brand orientation in the public sector. I use a number of qualitative methods (interviews, observations and netnographhy) to study consumers' development of expertise and/or a nerdery in product categories that used to be ordinary and thereby uninteresting for peoples' identity construction and pursuit for status. I also employ a multi-method approach (involving interviews, observations, netnography) to study the the tensions between different value-regimes that emerge as a result of public sector organizations adopting branding practices and brand orientations.   

Teaching philosophy

My recent and current scholarship and teaching philosophy:

For the past 10 years, my teaching has centred on marketing management, consumer culture, and brands/branding. I have wide experience of teaching on both undergraduate, postgraduate and Ph.D.-level. My teaching philosophy is best escribed as pedagogical pluralism. As different students learn in different ways, I try to combine several types of pedagogical activities on my courses. Therefore, I give both traditional lectures; I do seminars, and case-based teaching. Lately I have also starting to involve the students in teaching activities (the students are awarded the task of preparing/chairing seminars and giving lectures), with promising outcomes. Now I’m looking at flipping the classroom.

My research has been conveyed to the public via newspapers such as Svenska Dagbladet and City Malmö, via Swedish Radio channels such as P4 Malmöhus and P4 Västra Götaland, in additon to the Swedish Television's education channel "UR Samtid". I have also delivered speeches at a number of societal organizations such as market associations, Rotary clubs, "Kulturnatten i Lund" and "Skånska livsmedelsakademin".