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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 1 - 10 of 99


Digitalized markets
Johan Hagberg, Hans Kjellberg
Consumption Markets & Culture, Editorial letter 2020
Editorial letter

The Tower of Labels: Labelling Goods in the US Grocery Store (1922–2018)
Franck Cochoy, Johan Hagberg, Hans Kjellberg
Labelling the Economy, Qualities and Values in Contemporary Markets. edited by B. Laurent and A. Mallard, Singapore, Palgrave Macmillan, Chapter in book 2020
Chapter in book


Thinking market infrastructure: Barcode scanning in the US grocery retail sector, 1967–2010
Hans Kjellberg, Johan Hagberg, Franck Cochoy
Thinking infrastructures, editors, Martin Kornberger, Geoffrey C. Bowker, Julia Elyachar, Andrea Mennicken, Peter Miller, Joanne Randa Nucho and Neil Pollock, Emerald Publishing, Chapter in book 2019
Chapter in book

E-handel: vilken frekvens?
Johan Hagberg
Konsumtionsrapporten 2019 [Orosmoln], John Magnus Roos (red)., Göteborg, Centrum för Konsumtionsvetenskap, Report chapter 2019
Report chapter

Augmented reality in retailing: a review of features, applications and value
Federica Caboni, Johan Hagberg
International Journal of Retail & Distribution Management, Journal article 2019
Journal article

Showing 1 - 10 of 99

Page Manager: Malin Tengblad|Last update: 6/29/2016

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