Professor Suvi Nenonen


Suvi Nenonen is a Professor of Strategic Marketing at the University of Auckland Business School. She served as the Director of the Graduate School of Management in 2017-19 and has previously been an Associate Professor at Hanken School of Economics in Finland. Prior to entering academia full time, Suvi worked as a strategy consultant to major European companies in several industries such as financial services, manufacturing, healthcare, construction, utility, telecommunications, fast-moving consumer goods industries, and non-profit organizations.

Suvi has been teaching in MBA and other postgraduate programs for more than a decade. She has also been involved in a number of executive education initiatives in New Zealand, Europe and Middle East for firms such as Fletcher Building, Scion, ABB, AstraZeneca, Nordea, Gjensidige, and Alma Media. Suvi has designed and led several large business development programs ranging from applied research consortium projects to executive education programs. In 2013, students at the Hanken School of Economics (Finland) voted Suvi Teacher of the Year.

Suvi has published extensively in the top marketing and management journals, such as Journal of the Academy of Marketing Science, Journal of Business ResearchEuropean Journal of MarketingIndustrial Marketing ManagementMarketing Theory and British Journal of Management. In 2013, she received the prestigious Marsden Fund grant from the Royal Society of New Zealand together with professor Kaj Storbacka. In 2015 and 2018, Suvi received the Research Excellence Awards for Research Relevance (2015) and Strategic Impact (2018) at the University of Auckland Business School. She is an Associate Editor for Marketing Theory and a member of three further editorial boards.

Suvi is passionate about building bridges over the academia-practice gap. Her managerial book Designing Markets: Are you Market Driven or Market Driving (with professor Kaj Storbacka) was awarded the prize for the best Finnish business book in 2009-2010. Their latest book, SMASH: Using Market Shaping to Design New Strategies for Innovation, Value Creation, and Growth, was one of the five finalists for the 2019 Best Book of the Year Award by European Academy of Management.

Research | Current

Market shaping, markets as systems, strategy as value creation, collaborative strategies, co-creation, business model innovation, service innovation, sustainability

Teaching | Current

  • 2013 - 2018: BUSADMIN 778 Strategic Management (Executive MBA)
  • 2013 - 2014: BUSADMIN 783 International Business (Executive MBA & Auckland MBA)

Postgraduate supervision


  • Ksenia Kosheleva, disruption of the arts museum field @ UoA (2020- )
  • Eva (Qi) Wang, shaping markets for sustainability in circular economy @ UoA (2020- )
  • Erica Olesson, barries to uptake of sustainable business models @ UoA (2018- )
  • Varqa Bahar, platform integration in the hospitality sector @ UoA (2017- )
  • Lei Huang, industrial solutions and value creation @ Stockholm School of Economics (2016-2020)
  • Joel Allen, market emergence and non-market strategies @ UoA (2015-2020 )


  • 2020 University of Auckland Business School, Dean's Special Award for leadership as the Director of the Graduate School of Management
  • 2019 Christian Grönroos Service Research Award for excellent achievements in service research challenging common undersanding and demonstrating significant originality (awarded by CERS Centre for Relationship Marketing at Hanken School of Economics)
  • 2018 University of Auckland Business School Research Excellence award for outstanding strategic impact in research
  • 2015 University of Auckland Business School Research Excellence Award for research relevance
  • 2013 Lecturer of the Year at Hanken School of Economics (Finland)
  • 2010 Best business book in Finland Markkinamuotoilu: johdatko markkinoita vai johtavatko markkinat sinua? ['Market Design: Are You Market Driven or Market Driving?']


  • Director of the Graduate School of Management & Head of Department (2017-2019)
  • Member of the Faculty International Committee (2018-2019)

Committees/Professional groups/Services

  • Associate Editor, Marketing Theory (2018-present)
  • Member of editorial board, Journal of Business Research (2016-present)
  • Member of editorial board, Service Science (2016-present)
  • Member of editorial board, Academy of Marketing Science Review (2019-present)

Selected publications and creative works (Research Outputs)

As of 29 October 2020 there will be no automatic updating of 'selected publications and creative works' from Research Outputs. Please continue to keep your Research Outputs profile up to date.
  • Nenonen, S., & Storbacka, K. (2020). Don't adapt, shape! Use the crisis to shape your minimum viable system - And the wider market. INDUSTRIAL MARKETING MANAGEMENT, 88, 265-271. 10.1016/j.indmarman.2020.05.022
  • Fehrer, J. A., & Nenonen, S. (2020). Crowdfunding networks: Structure, dynamics and critical capabilities. INDUSTRIAL MARKETING MANAGEMENT, 88, 449-464. 10.1016/j.indmarman.2019.02.012
    Other University of Auckland co-authors: Julia Fehrer
  • Peters, L. D., Nenonen, S., Polese, F., Frow, P., & Payne, A. (2020). Viability mechanisms in market systems: prerequisites for market shaping. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING10.1108/JBIM-04-2019-0139
  • Nenonen, S., Storbacka, K., Sklyar, A., Frow, P., & Payne, A. (2020). Value propositions as market-shaping devices: A qualitative comparative analysis. INDUSTRIAL MARKETING MANAGEMENT, 87, 276-290. 10.1016/j.indmarman.2019.10.006
  • Baker, J. J., & Nenonen, S. (2020). Collaborating to shape markets: Emergent collective market work. INDUSTRIAL MARKETING MANAGEMENT, 85, 240-253. 10.1016/j.indmarman.2019.11.011
  • Nenonen, S., Storbacka, K., & Windahl, C. (2019). Capabilities for market-shaping: triggering and facilitating increased value creation. Journal of the Academy of Marketing Science, 47 (4), 617-639. 10.1007/s11747-019-00643-z
    Other University of Auckland co-authors: Charlotta Windahl
  • Nenonen, S., Storbacka, K., & Frethey-Bentham, C. (2019). Is your industrial marketing work working? Developing a composite index of market change. INDUSTRIAL MARKETING MANAGEMENT, 80, 251-265. 10.1016/j.indmarman.2018.06.006
    Other University of Auckland co-authors: Catherine Bentham
  • Nenonen, S., & Storbacka, K. (2018). SMASH: Using Market Shaping to Design New Strategies for Innovation, Value Creation, and Growth. Bingley, UK: Emerald Publishing Limited. Pages: 331. 10.1108/9781787437975

Contact details

Primary office location

Level 3, Room 3106
New Zealand