Ulf Johansson

Professor, Director Centre for retail research at Lund University

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Personal profile


I am professor in marketing at LUSEM and program director for International Marketing and Brand Management master program (together with Ulf Elg). I teach retail management at the program as well as supervising master thesis. I am also active at the Master in Management program as well as on the strategic marketing course on undergraduate level. I am also director for Centre for retail studies at Lund university. To the interdisciplinary Centre some +30 researchers doing retail studies at Lund university are connected. My research interests are in the areas of branding, internationalization, innovation management and business model development. Now, I am doing research on how retail companies innovate, complementing previous research on innovation management where retail companies are seldom a subject of research. Also, together with colleagues’ I am finishing research on international marketing strategies in retailing and how strategies change over time as markets mature. I am also starting research on the innovation role of personnel in retail stores and how interaction with central level functions in this respect. Finally, together with researchers in logistics and service science, we are looking at researching the sustainability aspects of the increasing existence of private brands in the Swedish grocery retailing. Most of my research is based on qualitative research; interviews, observations, consumer diaries, document research. 


I teach on undergraduate level - strategic marketing, involving market orientattion, positioning, trendwatching and business models - as well as on master level. On master level I am involved in teaching at Master in Management, where I work with increasing learning for the students about themselves and their learning process. I also work at the master program in marketing - IMBM - and I am programme director for track 2 of that program. Besides administrative work in that capacity, I work on the Retail course in that program, giving lectures, arranging seminars etc. I am also responsible for the Master thesis work in the IMBM program - and here I also usually supervise master thesis in the retail area every year.


Teaching philosophy

My teaching has for many years circled around strategic marketing, retailing and leadership. To a large extent my teaching strategy has been based on problem based teaching.

(1)    Technology management master program – in which I through a number of years was a learning coach for one or more groups every year.

(2)    Master in Marketing (IMBM)– in which I held a course on Retail marketing for a number of years, but also courses in Interactive Marketing, From insight to Innovation as well as being responsible for Master thesis work on the IMBM program since it started in 2005  (plus thesis supervisor)

(3)    Master in Management – in which I been learning coach for groups since the program started 


Parallell to working as a teacher and researcher I have worked as a consultant in the fields of management development, marketing, strategy and leadership. Hence, through the last 20 years I have worked with many managers and businessess, as well as government institutions and municipalities, on issues of development. Also, I try to engage in communication with the widere society in several different ways, one is giving speaches in different forums, another is talking to media and contacting media on research related output. As part of the Centre for retail research at Lund university, I also publish on our website and particiapte in our seminars for practitioners where research and research results are presented

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 12 - Responsible Consumption and Production

UKÄ subject classification

  • Business Administration

Free keywords

  • Marketing
  • Retail management
  • Business models
  • Internationalisation
  • Consumer behaviour
  • Branding


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Collaborations and top research areas from the last five years

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