Meet the faces behind Market Shaping Lab


Suvi Nenonen

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Suvi Nenonen is a Professor of Strategic Marketing and the Director of Graduate School of Management at the University of Auckland Business School. She has previously been an Associate Professor at Hanken School of Economics in Finland. Prior to entering academia full time, Suvi worked for more than ten years as a strategy consultant to major European companies in several industries such as financial services, manufacturing, healthcare, construction, utility, telecommunications, fast-moving consumer goods industries, and non-profit organizations.

Suvi teaches at the University of Auckland Business School’s MBA program. She has also been involved in a number of executive education programs in New Zealand and Europe for firms such as Fletcher Building, Scion, ABB, Nordea, Gjensidige, and Alma Media. Suvi has designed and led several large business development programs ranging from applied research consortium projects to executive education programs. In 2013, students at the Hanken School of Economics (Finland) voted Suvi Teacher of the Year.

Suvi has published extensively in the top marketing and management journals, such as Journal of the Academy of Marketing Science, Journal of Business ResearchEuropean Journal of MarketingIndustrial Marketing ManagementMarketing TheoryManagement Decision and British Journal of Management. In 2013, she received the prestigious Marsden Fund grant from the Royal Society of New Zealand together with professor Kaj Storbacka. In 2015, Suvi received the Research Excellence Award for Research Relevance at the University of Auckland Business School. She is an Associate Editor of Marketing Theory and a member of two further editorial boards.

Suvi is passionate about building bridges over the academia-practice gap. Her managerial book Designing Markets: Are you Market Driven or Market Driving (with professor Kaj Storbacka) was awarded the prize for the best Finnish business book in 2009-2010. She also writes a monthly column about strategy and innovation to New Zealand Management magazine.


Kaj Storbacka

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Kaj Storbacka is Professor, Markets and Strategy at the University of Auckland Business School's Graduate School of Management. He has previously been Professor of Sales and Account Management at the Nyenrode Business Universiteit in the Netherlands and Professor of Marketing Strategy at Hanken School of Economics in Finland. His main research focuses on market and business model innovation, market shaping strategies and solution business transformation.

Dr Storbacka has made a career out of working on the borderline between academic and applied research within marketing and strategic management. He has 30 years of background as a strategy consultant to European and global companies – in finance, media, travel, retail, utility, manufacturing and telecommunications. Out of this time, he spent 18 years leading Vectia Ltd, a consultancy operating in Finland, Sweden, Germany and the Netherlands that he founded in 1994. During these 18 years, Vectia carried out 13 multi-client applied research projects that have led to a series of highly cited academic articles and managerial books. He is since 2004 on the board of the Strategic Account Management Association (SAMA).

Kaj has a long background in executive education, running MBA and executive MBA courses in New Zealand, Finland, Singapore and Shanghai. He is a frequent speaker at internal seminars for major global corporations, and at leading management development institutions in Europe, Asia and the US.

Kaj has published 13 books, some of which have been translated into several languages, and over 30 academic articles. His books Designing Markets: Are you Market Driven or Market Driving (with Dr. Suvi Nenonen), and Customer Relationship Management – Creating Competitive Advantage through Win-Win Relationship Strategies (with Dr Jarmo R. Lehtinen) have been awarded as the best business books in Finland in 2010 and 1997, making Kaj the only person that has won this prize twice.

His academic research has been published in journals such as Journal of the Academy of Marketing ScienceIndustrial Marketing ManagementJournal of Business ResearchEuropean Journal of Marketing, and Marketing Theory. His work has been cited close to 10,000 times, according to Google Scholar.