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Johan Hagberg is a Professor in Business Administration specializing in Marketing at the University of Gothenburg. His research focuses on the digitalization of retailing and consumer markets, investigating aspects of retail transformation. He has published extensively in notable academic journals such as Industrial Marketing Management, Journal of Marketing Management, and Consumption Markets & Culture. Recent publications include the books 'Fixing Prices: Century Setting, Posting Adjusting Retail Prices' and 'Digitalizing Consumption: Devices Shape Consumer Culture'. Hagberg teaches and supervises students at bachelor, master, and doctoral levels, covering courses such as Retail Marketing, Consumption & Markets, and Advanced Qualitative Methods. Throughout his academic career, he has contributed significantly to understanding the impact of digital platforms on market dynamics and consumer behavior.
Administered by the Department of Political Science; focus on International Administration and Global Governance (IAGG).