Sara Rosengren is Professor of Business Administration (Marketing) and holds the Ica Retailers’ Chair in Business Administration, especially Retailing. She also serves as Head of the Center for Retailing (CFR) and was the President of the European Advertising Academy (2021–23). Her research focuses on consumer behavior, marketing communications, and retailing, all of which are undergoing major transformations due to digitalization and sustainability.
With publications in leading academic journals such as the Journal of Advertising, Journal of Advertising Research, Journal of Marketing, and Journal of Service Research, Rosengren has been recognized globally for her contributions, including being ranked world-leading in marketing creativity and among the top 10 worldwide and top 3 in Europe for research productivity in leading advertising journals . She is a sought-after speaker at academic institutions, industry seminars, and corporate events and has received numerous awards for both research and teaching.
INSIGHT FROM SARA
“We can see how the influencers themselves are promoting, curating, or even selling products. So they’re doing all of this at the same time. To me, this is being a retailer. It’s on a smaller scale with a set of customers, but it has the same mechanism.”
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