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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

How much is it? Price representation practices in retail markets
Hagberg, Johan, Kjellberg, Hans
Marketing Theory, 15:2, s. 179-199, 2015

Retail digitalization: Implications for physical stores
Hagberg, Johan, Jonsson, Anna, Egels-Zandén, Niklas
Journal of Retailing and Consumer Services, 2017

Managing leaks: Shoplifting in US grocery retailing 1922–1969
Hagberg, Johan, Kjellberg, Hans, Cochoy, Franck
European Management Journal, 2017

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

Showing 71 - 80 of 94


Nordic retail research: An introduction
Johan Hagberg, Ulrika Holmberg, Malin Sundström, Lars Walter
Nordic retail research: Emerging diversity, Göteborg, BAS Publishers, Chapter in book 2012
Chapter in book

Nordic retail research: Emerging diversity
Johan Hagberg, Ulrika Holmberg, Malin Sundström, Lars Walter
Göteborg, BAS Publishers, Edited book 2012
Edited book


Consumer Logistics: Equipping the consumers as human-container-thing assemblages
Johan Hagberg, Daniel Normark
CRESC Annual Conference 2011 - Framing the City, The University of Manchester/Open University, 6-9 September , Conference paper 2011
Conference paper

Acheter à domicile en Suède
Johan Hagberg
Revue d'Histoire Nordique, Journal article 2011
Journal article

Cheapest on the market? Representing prices in retail trade
Johan Hagberg, Hans Kjellberg
27th IMP Conference, University of Strathclyde, Glasgow, 31 August - 3 September 2011, Conference paper 2011
Conference paper

Cheapest on the market?
Johan Hagberg, Hans Kjellberg
Market Encounters Workshop, Copenhagen Business School, 10-12 March 2011. , Conference contribution 2011
Conference contribution


Exchanging agencies: The Case of NetOnNet
Johan Hagberg
Luis Araujo, John Finch & Hans Kjellberg (Eds.) Reconnecting Marketing to Markets, Oxford, Oxford University Press, Chapter in book 2010
Chapter in book

Showing 71 - 80 of 94

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Utskriftsdatum: 2019-12-10