Anna Fyrberg Yngfalk new CTF researcher

Anna Fyrberg Yngfalk is a Ph D in Business Administration specialized in Marketing. Anna defended her thesis in 2011 at Stockholm University School of Business. In her research, she is interested in studying how service and other marketing discourses affect and shape organizations’ and consumers’ practices and identities. Anna is particularly interested in exploring the underlying notions and principles in society which give marketing- and service concepts a larger influence on how todays’ organizations are managed and organized.  In her current research she is exploring how marketing as a commercial principle has spread and has become more legitimate in the public sector and in nonprofit contexts. In one the projects she is investigating the effects of marketization and how it has resulted in new regulations of nonprofit actors, promoting commercial principals at the cost of nonprofit values. In another parallel project she is investigating the enactment of market practices in nonprofit organizations.
Anna is also interested in investigating how service interactions may improve or constrain people’s wellbeing. She has recently published a paper on health consumption, and the relation between service managerialism and consumers’ wellbeing. Anna’s interest for service and consumers’ wellbeing is of relevance to the current TSR-program at CTF. She has published in Journal of Marketing Management, Journal of Service Management and Journal of MacroMarketing.