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consultant, speaker, researcher, entrepreneur


Kaj Storbacka has made a career out of working on the borderline between academic and applied research within marketing strategy and strategic management. He has 30 years of background as a strategy consultant to European and global companies – in finance, media, travel, retail, utility, manufacturing and telecommunications. Out of this time, he spent 18 years leading Vectia Ltd, a consultancy operating in Finland, Sweden, Germany and the Netherlands that he founded in 1994. Vectia has an alumnus of over 80 persons, and has now been merged with another consulting firm, and is today called Talent Vectia.

Kaj focuses on doing research with managers (not about managers). Over the years he has, with his colleagues, developed a unique way to carry out managerial research, which produces rigorous results that are highly relevant for managers. He has been involved in over 15 of these multi-client research projects, covering a wide variety of themes. All of these have led to a series of highly cited academic articles and managerial books.

Consequently, Kaj has published 13 books, some of which have been translated into several languages, and over 40 academic articles. His books Designing Markets: Are you Market Driven or Market Driving (with Dr. Suvi Nenonen), and Customer Relationship Management – Creating Competitive Advantage through Win-Win Relationship Strategies (with Dr Jarmo R. Lehtinen) have been awarded as the best business books in Finland in 2010 and 1997, making Kaj the only person that has won this prize twice.

His academic research has been published in journals such as Journal of the Academy of Marketing Science, Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Marketing Theory. His work has been cited over 10,000 times, according to Google Scholar.

Since 2004, Kaj has been on the board of the Strategic Account Management Association (SAMA), a non-profit organization headquartered in Chicago, Illinois, focusing on developing account management practices in large multinational firms. He has also published extensively on this topic.

Kaj Storbacka is currently Professor, Markets and Strategy at the University of Auckland Business School's Graduate School of Management. He has previously been Professor of Sales and Account Management at the Nyenrode Business Universiteit in the Netherlands and Professor of Marketing Strategy at Hanken School of Economics in Finland. His main research focuses on market and business model innovation, market shaping strategies and solution business transformation.