Experiential Marketing, Management and Innovation (EMMI)

The idea is to use the latest research methods and theories to further develop research practice in marketing, management and innovation (separate or in combination) related to experiential consumption contexts.

The first research area is within experiential marketing and the role of value co-creation in service and experience based businesses.

The second research area concerns management in experiential based services. In particular, the focus will be on how and what service businesses and management can facilitate for positive value co-creation in service encounters.

The third research area is innovation in experiential settings, and to understand innovation from marketing and management perspectives to get a better understanding of what an innovation really is and how to support innovation processes. In addition we have an interest in understanding how innovations emerge and develop over time.


Building on a solid research methodology and extensive research studies, we aim to introduce and experiment with new research methods, applications and analyses. We believe in using mixed-method studies as a strategy to combine different research approaches in one study and to provide an edge in our research through co-operation and state-of-the-art research practice.  


Research group leader: Professor Young-Sook Lee

Phone: + +47 78 45 01 64
E-mail: Young-Sook Lee



School of Business and Economics 
UiT The Arctic University of Norway
Post box 6050 Langnes
N-9037 Tromsø



School of Business and Economics
UiT The Arctic University of Norway
Breivangvegen 23
9010 Tromsø