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Johan Hagberg - University of Gothenburg, Sweden Till startsida
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Johan Hagberg


Johan Hagberg
+46 31 786 1493

Room number: J922
Postal Address: Box 610, 40530 Göteborg
Visiting Address: Vasagatan 1 , 41124 Göteborg

Department of Business Administration (More Information)
Box 610
405 30 Göteborg
Fax: +46 31 786 1466
Visiting Address: Vasagatan 1 , 411 24 Göteborg

About Johan Hagberg

Johan Hagberg is professor of Business Administration specialising in Marketing at the School of Business, Economics and Law, University of Gothenburg. His research revolves around the digitalization of retailing, consumption and markets. In current research projects, he investigates digital ecosystems and intermediation of insurance as well as retail shopping and last mile transportation. His publications include articles in Industrial Marketing Management, Journal of Marketing Management, Urban Studies, Marketing Theory, Journal of Historical Research in Marketing, Consumption Markets & Culture, International Journal of Retail & Distribution Management, and Journal of Retailing and Consumer Services.

Recent books:
Handelns Digitalisering: Undran inför framtidens affärer (2016)
Marketing Performativity: Theories, practices and devices (2017)
Digitalizing Consumption: How devices shape consumer culture (2017)

He teaches and supervises in marketing at bachelor-, master- and
doctoral level. He currently teaches in the following courses: Marketing Trends (bachelor), Retail Marketing (master), Consumption & Markets (master), Managing Markets (master), Practice Theory in the Study of Consumption and Markets (PhD), ANT in Business Administration Research (PhD), Business Administration as a Research Field (PhD).

On other web sites

Research areas

  • Marketing
  • Retailing
  • Consumption

Teaching areas

  • Marketing
  • Retailing
  • Consumption

Selected publications

Agencing practices: a historical exploration of shopping bags
Hagberg, Johan
Consumption, markets & culture, 19:1, s. 111-132, 2016

The digitalization of retailing: an exploratory framework
Hagberg, Johan, Sundström, Malin, Egels-Zandén, Niklas
International Journal of Retail & Distribution Management, 44:7, s. 694-712, 2016

Travel modes in grocery shopping
Hagberg, Johan, Holmberg, Ulrika
International Journal of Retail & Distribution Management, 2017

Digitalized markets
Hagberg, Johan, Kjellberg, Hans
Consumption Markets & Culture, 23:2, s. 97-109, 2020

Showing 51 - 60 of 99


Digitalization of retailing: A review and framework
Johan Hagberg, Malin Sundström, Niklas Egels-Zandén
18th EAERCD Conference Rennes, France 1-3 July 2015, Conference paper 2015
Conference paper

Changing urban goods distribution due to the digitalisation of retailing: a conceptual framework of sustainable city logistics
Catrin Lammgård, Johan Hagberg
NECTAR (Network of European Communications and Transportation Academic Researchers) Cluster 3 workshop, Conference contribution 2015
Conference contribution

Exploring the performativity of marketing: theories, practices and devices
Katy Mason, Hans Kjellberg, Johan Hagberg
Journal of Marketing Management, Magazine article 2015
Magazine article


Caring about carrying: Retailers’ role in assisting their customers to perform consumer logistics
Johan Hagberg, Ulrika Holmberg
4th Nordic Retail and Wholesale Conference, Stockholm 5-6 November 2014, Conference contribution 2014
Conference contribution

Digitalization of retailing: Beyond e-commerce
Johan Hagberg, Malin Sundström, Niklas Egels-Zandén
4th Nordic Retail and Wholesale Conference, Stockholm 5-6 November 2014, Conference contribution 2014
Conference contribution

Consumers’ logistics in grocery shopping
Ulrika Holmberg, Johan Hagberg
3rd Nordic Conference on Consumer Research, Vaasa Finland 21-22 May 2014, Conference contribution 2014
Conference contribution


Fyrkantifieringen av handeln
Johan Hagberg, Daniel Normark
Kulturella perspektiv - Svensk etnologisk tidsskrift, Journal article 2013
Journal article

Showing 51 - 60 of 99

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Utskriftsdatum: 2020-08-14