Department of Marketing, Hanken School of Economics, Vaasa, Finland.
D. Sc. Anu Norrgrann works at Hanken School of Economics, Finland. Her research interests lie in the fields of cultural consumer research, business marketing and marketing strategy. The main focus is on marketing topics with symbols and meanings in focus – from examining brands as resources in business networks, to studying contexts of symbolic consumption such as homes and retail environments. Areas of theoretical interest also include marketing strategies of SMEs, brand relationships, consumer roles and agency in consumption. Her research is primarily based on a range of qualitative methodologies, from case studies, interviews and observations applied to business marketing phenomena, to the use of narrative analysis, autoethnography and netnography in the study of consumers and consumption. She has published among others in International Journal of Entrepreneurial Venturing and Nordiske Organisasjonsstudier.