A number of our researchers study how markets are created and developed – in Sweden, in the Baltic Sea region, and globally. Some, for example, are examining the emergence of an international healthcare market, while others are studying financial markets or art market. This could involve understand which actors are participating and the conditions that influence opportunities and barriers, as well as how purchasing, procurement, flows and supplier chains function.
The markets are also affected by demand. Consumer preferences, choices and demands are extremely important. One way this is studied is through a focus on consumer activities on social media and how the contribute to the creation of celebrities, for example, in the fashion and media industries. Other studies examine consumer influence on the popularity of tourist destinations or how elderly people relate to care services.
This are areas in which digitalisation has had a clear effect. The fourth industrial revolution, industry 4.0, in which technology enables automation and entirely new ways of developing different types of processes, is a clear part of our research. Terms like artificial intelligence, smart factories, smart homes or machine learning are put into practice, both in what is studied and in the scientific approaches with which these phenomena are studied. New models for thinking about business and business development in non-traditional interactions, such as the circular economy, are studied.
This dynamic development is studied in various ways, with a grounding in theories about flows, marketing, consumer behaviour and logistics, such as actor network theory or artificial intelligence. Methodologically, qualitative and quantitative approaches are used and often combined. There are also elements of big data, where the amount of data is so extensive that special methods are required to process it.