Rate My Professor Johanna Frösén

Frösén's research focuses on strategic marketing, marketing performance measurement, marketing analytics and metrics, market orientation, strategic orientations, and market-based capabilities. Her publications appear in top-tier journals such as Journal of Marketing, Journal of Business Research, European Journal of Marketing, and Industrial Marketing Management. Key works include 'What counts versus what can be counted: the complex interplay of market orientation and marketing performance measurement' (Journal of Marketing, 2016), 'Market orientation, innovation capability and business performance: Insights from the global financial crisis' (Baltic Journal of Management, 2014), 'Marketing performance assessment systems and the business context' (European Journal of Marketing, 2013), 'Customer orientation as a multidimensional construct: Evidence from the Russian markets' (Journal of Business Research, 2018), 'Examining the link between marketing controls and firm performance: The mediating effect of market-focused learning capability' (Journal of Business Research, 2020), and 'The impact of Janus fit brand extensions on perceived brand innovativeness' (Journal of Business Research, 2024). She received the Best Conference Track Paper Award from the Department of Marketing in July 2023 and has secured funding for projects including 'Reporting Marketing Performance: Exploring Practices of Leading Firms' (2018) and 'Data based marketing - Developing a strong analytical capability to support marketing decisions in SMEs' (2020). Frösén serves on the editorial board of the Journal of Business Research and acts as Program Director for the School of Business Bachelor's Degree Program from March 2023 to February 2026. Her research has advanced understandings of marketing metrics' role in firm performance across business cycles and contexts.