Tommy Roxenhall

Tell us about Tommy Roxenhall.

I am an associate professor in business administration with a focus on marketing. I was born in Småland but have been living in Sundsvall for about 30 years. For many years, I worked in the business sector as a salesperson and marketing manager in industrial markets. Around the age of 30, I started to ponder the mechanisms that led to successful deals versus less successful ones. This increased interest in these questions led me to pursue a doctorate in business relationships at Uppsala University while also studying for a law degree. The plan was to return to the business sector after completing my doctorate, but things turned out differently. I felt a strong desire to continue researching in this field.

Describe your research.

My research analyzes how sellers and buyers create effective business relationships in terms of trust, customer satisfaction, commitment, loyalty, and customer engagement in both industrial and consumer markets.

How did you become interested in this area, and why is your research needed?

There is a significant practical and theoretical need for knowledge about these business mechanisms. My interest in these issues initially arose from my practical work in sales and marketing (as mentioned earlier), but it has deepened continuously over the years. My research has become a sort of calling for me.

How do you allocate your time between research and teaching?

The majority of my time is devoted to teaching, but I strive to integrate my research into teaching as much as possible, so there is no clear boundary between teaching and research.

Dream scenario in terms of work?

As I mentioned, my research is my calling and the most enjoyable aspect of my professional life. Engaging in research is its own reward, but the icing on the cake is integrating research with teaching and involving students and doctoral candidates in the research process.