Rate My Professor Hannu Makkonen

Hannu Makkonen is Professor of Marketing in the School of Marketing and Communication at the University of Vaasa, where he also serves as Vice Dean. He holds a D.Sc. from the University of Vaasa. Makkonen leads the Sustainable Business Models and Ecosystems research program within the Marketing and Consumption Research group, focusing on embedding sustainability into organizational behaviors, value creation relationships, and business innovation ecosystems. His research interests include organizational innovation adoption, industrial networks and relationship dynamics, innovation ecosystems, service and value creation, dynamic capabilities, sustainable development, value co-creation, interorganizational relationships, industrial marketing, and digital servitization. He actively engages with academic collaborators, doctoral students, industry partners in sectors such as packaging, textiles, furniture, and retail, as well as media and policymakers to advance sustainable innovations, circular business models, stakeholder engagement, market shaping, and ecosystem co-creation.

Makkonen has made substantial contributions to marketing and business research through high-impact publications. Key works include "Dynamic capabilities and firm performance in a financial crisis" (2014, with H. Makkonen, M. Pohjola, R. Olkkonen, A. Koponen; 659 citations), "Artificial intelligence‐driven sustainable development: Examining organizational, technical, and processing approaches to achieving global goals" (2024, with I. Kulkov et al.; 496 citations), "Interactive value formation in interorganizational relationships: Dynamic interchange between value co-creation, no-creation, and co-destruction" (2017, with R. Olkkonen; 213 citations), "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values" (2022, with T.M. Tan et al.; 198 citations), and "Narrative approach in business network process research—Implications for theory and methodology" (2012, with L. Aarikka-Stenroos, R. Olkkonen; 184 citations). Recent publications address fake review detection (2025, with J. Salminen et al.), anti-modern slavery practices in business networks (2025, with D. Siemieniako et al.), and supply chain digitalization (2025, with A. Rajala). He participates in projects such as Francesca (2025-2028), REDISET - Resilient Digital Sustainable Energy Transition (2022-2025), and 4everPack - Circular business from reusable packaging for fast-moving consumer goods (2021-2023), contributing to redesigning supply chains for sustainability and resilience.