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Following the increased interest in studies based on practices we areĀ  starting a research group at University of Gothenburg in 2013, focusing on Marketing as Practice. Taking a starting point in studies on marketing as constructs and the practice of ‘doing’ markets and marketing (e.g. Callon, 1998; Araujo et al., 2010; Callon et al., 2007; MacKenzie, 2009; MacKenzie et al., 2007; Cochoy, 2008, 2010; Kjellberg & Helgesson, 2006, 2007; Araujo et al., 2008) we aim at contributing to the academic dialogue.

We will do this through continuing discussing ongoing research projects, invite other academics, create a presence at conferences and publish in relevant journals. If you have an interest in this field, please contact us and we will look into possibilities for collaborations.


Peter Zackariasson, Ph.D.

I am an associate professor at University of Gothenburg, School of Business, Economics and Law, also affiliated with Gothenburg Research Institute. I have written numerous articles and chapters on organization, leadership and marketing. Mostly these are about the video game industry. You can contact me at