Maria Ekström

Maria Ekström
Laurea Universities of Applied Sciences · Espoo

DSc (Econ.)

About

14
Publications
3,560
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63
Citations
Introduction
Currently I am working on: Cross-cultural analysis of ageing consumers (Finland and France) Emotions in learning Resilience in practice Circular economy and sustainability

Publications

Publications (14)
Article
Full-text available
Purpose The aim of the study was to research higher education students' meaningful emotions when studying and develop a model for understanding and verbalising the role of emotions. The model will facilitate the awareness of the role of emotions when learning. Design/methodology/approach The qualitative data consist of 45 narratives, gathered with...
Article
Full-text available
Purpose The aim of the study was to research higher education students' meaningful emotions when studying and develop a model for understanding and verbalising the role of emotions. The model will facilitate the awareness of the role of emotions when learning. Design/methodology/approach The qualitative data consist of 45 narratives, gathered wit...
Book
Forget slow marketing tools – “mash-ups” are the newest and most innovative method for gaining traction and building value for your brand. BRAND MASH-UP presents an array of compelling and inspiring examples of partnerships, from luxury brands teaming up with sneaker manufacturers to clever gaming and design collaborations. Our case studies examine...
Article
This article analyzes the ways in which public-sector service providers may use service-delivery failure as a way of securing resources. In tactical service failure, an organization tactically delivers nonadequate service, so as to project a media image of being harmed by its funding cuts. Analyzing this process enables new insight into both public...
Article
Full-text available
The 'aging well' discourse advances the idea of making older people responsible for their capability to stay healthy and active. In the context of an increased ageing population, which poses several challenges to countries' government, this discourse has become dominant in Europe. We explore the way older people are visually represented on websites...
Article
The ‘aging well’ discourse advances the idea of making older people responsible for their capability to stay healthy and active. In the context of an increased ageing population, which poses several challenges to countries’ government, this discourse has become dominant in Europe. We explore the way older people are visually represented on websites...
Conference Paper
Full-text available
Society ages and our already extensive use of a host of different portable devices continues to expand. No leap of the imagination is needed to grasp that an exponential growth of the eHealth market is at hand. While the ageing of the baby boomers will have an impact on the global economy as a whole, of particular interest is the impact this will h...
Conference Paper
Full-text available
CHANGING ATTITUDES TOWARDS SENIORS AS LEARNERS. CREATING AN UNDERSTANDING OF SENIORS AS DIGITAL STORYTELLERS H. Jaakola, M. Ekström, A. Guilland Laurea University of Applied Sciences (FINLAND) Abstract Age experiences are constructed in the way we address a certain age-group. People easily self- stereotype and depersonalize themselves. “I am too ol...
Article
Full-text available
Television commercials and advertising often represent the generation of older consumers as eternally youthful, active and rich. Representations of senior citizens as fragile people needing services and products to help them to survive are also used, but less frequently. As individual differences between senior citizens increase as they grow older,...
Conference Paper
Full-text available
The chronological age concept is problematic if it is the only one defining an older consumer. With the cognitive age concept identified by Kastenbaum & Derbin & Sabatini & Artt (1972) and Barak & Schiffman (1981), aging gets more dimensions as consumers own perspective on their age is involved. Their age is now defined through how old they feel an...
Chapter
Introduction Ageing is one of the biggest challenges of the modern world today. This challenge is caused by the demographic fact that the older population is strongly growing while at the same time fertility is decreasing or stable. In the Nordic Countries the fertility rate has been stable over the last years. In Norway, for example, according to...
Article
Full-text available
Marknadsföringen till äldre konsumenter har länge varit en grå zon. Konsumtionsvilja och penningstyrka är två sätt att beskriva dagens äldre konsument, och i avhandlingen bildar dessa omdömen och många andra beskrivningar fem diskurser som har benämnts senior, radikal, förlängd ungdom, hedonist och lyx och själfull och erfaren. Diskurserna baserar...
Article
Age and ageing are topics with immediate interest. The reason why, is that many western countries are facing a situation where people live longer and have more elderly in society than ever before. In a marketing context (journals, seminars, advertising agencies) the birth of a lucrative market is announced and e.g. different ways of segmenting the...

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Projects

Projects (2)
Project
As a result of this project we aim at finding a new way of doing market research where services and products are more appropriate from the consumers point of view. We are aware of the fact that demographic targeting is always complicated and especially when you cannot explain all consumer behaviour by the use of chronological age.