Syväri Mariia HSLU W

Dr. Mariia Syväri Mariia Syväri

Lecturer

Syväri Mariia HSLU W

Lucerne School of Business

Room 2. Stock, IBR
Walter-von-Moos-Promenade 1
6005 Luzern


Institute of Business and Regional Economics IBR

CC Service & Operations Management (IBR SOM)

Lecturer

+41 41 228 42 15

Show email

Biography

Professional Experience

  • 2026-present: Lecturer, Institute of Business and Regional Economics IBR, HSLU

  • 2025-present: Marketing & Branding Lead, beY0nd europe AG, Switzerland

  • 2022-2025: Postdoctoral Researcher, University of Turku, Turku School of Economics, Finland

  • 2016-2022: Doctoral Researcher, University of Turku, Turku School of Economics, Finland

  • 2011-2019: Communications Manager Corporate Sponsorship, Fortum, Finland

  • 2007-2010: Marketing Manager Business Market Finland, Fortum, Finland

  • 2007: Marketing Planner, Fortum, Finland

  • 2004-2006: Marketing Research Analyst, Vaasaemg

Education and Training

  • 2016-2022: PhD in Marketing, University of Turku, Finland

  • 2003-2006: Master of Science, International Marketing, University of Vaasa, Finland

  • 1998-2002: Bachelor of Science, International Business and Trade, Saint Peter’s University, USA

Affiliations

  • 2025-present: Affiliated Researcher, University of Turku, Turku School of Economics, Finland

Subjects
  • Marketing
  • Supervision of Bachelor and Master Theses
Teaching and research focus
  • Business-to-Business Marketing
  • Market Shaping
  • Business Networks
  • Sustainability Markets
  • Hybrid New Ventures
  • Market Visions and Visioning

Publications and presentations

Publications and presentations - Article, review; peer reviewed

  • Haaja, Eini; Nordberg-Davies, Sini & Syväri, Mariia (26.10.2026). Going Green but Seeing Red: Tensions in Initiating Collective Market Shaping for Sustainability. Journal of Business Research, 2027, doi: 10.1016/j.jbusres.2026.116625
  • Syväri, Mariia & Harrison, Debbie (01.07.2026). Fifty Shades of Green in Sustainability Markets: How Representational Multiplicity Influences Understandings of Adjacent Market Connections. Industrial Marketing Management, 136/2026, 99-115. doi: 10.1016/j.indmarman.2026.06.004
  • Peters, Linda D.; Pels, Jaqueline; Syväri, Mariia & Nenonen, Suvi (06.03.2026). Absence and Visioning in Market Shaping. Marketing Theory, doi: 10.1177/14705931261432706
  • Halinen-Kaila, Aino; Nordberg-Davies, Sini & Syväri, Mariia (2025). Yritysten markkinamuokkausvisiot kestävän tulevaisuuden rakentajina. Futura, 3/2025,
  • Syväri, Mariia; Tähtinen, Jaana & Nordberg-Davies, Sini (2025). Enacting ‘True Business Sustainability’: Market Shaping for Environmental Impact. Journal of Business Research, 186, doi: 10.1016/j.jbusres.2024.114949

Publications and presentations - Theses (Bachelor/Master/Dissertation/Habilitation)

  • Syväri, Mariia (2022). Chasing Impact: How Hybrid New Ventures Shape Markets for Sustainability. Dissertation, University of Turku, Turku School of Economics, Pori, Finnland.

Publications and presentations - Presentation (conference/report/lectures)

  • Flaig, Alexander; Syväri, Mariia; Nordberg-Davies, Sini & Haaja, Eini (10.06.2025). Market Shaping Motivations in Sustainability Contexts. The Naples Forum on Service 2025, Sorrento, Italy.
  • Flaig, Alexander; Halinen-Kaila, Aino & Syväri, Mariia (28.08.2024). Market-Shaping Visions: A Literature Review and Conceptual Analysis. Industrial Marketing and Purchasing (IMP) Conference 2024, Oulu, Finland.
  • Syväri, Mariia & Harrison, Debbie (28.08.2024). The Role of Market Visions in Shaping a Designed Sustainability Market: Closing the Gap between Virtual Commodities and Physical Resources. Industrial Marketing and Purchasing (IMP) Conference 2024, Oulu, Finland.
  • Haaja, Eini; Nordberg-Davies, Sini & Syväri, Mariia (23.08.2023). Going Green but Seeing Red: Nested Tensions in Initiating Market Shaping for Sustainability. Industrial Marketing and Purchasing (IMP) Conference 2023, Manchester, United Kingdom.
  • Syväri, Mariia; Tähtinen, Jaana & Nordberg-Davies, Sini (31.08.2022). Developing a Digital Platform as a Market Shaping Device for Sustainability. Industrial Marketing and Purchasing (IMP) Conference 2022, Florence, Italy.
  • Syväri, Mariia (27.08.2019). Market Shaping towards Sustainability: A Case Study in the Market for Guarantees of Origin for Renewable Electricity. Industrial Marketing and Purchasing (IMP) Conference 2019, Paris, France.
  • Syväri, Mariia & Tähtinen, Jaana (05.09.2018). Ecopreneurial Ventures’ Networked Innovation Commercialization. Industrial Marketing and Purchasing (IMP) Conference 2018, Marseille, France.

Achievements

Achievements - Awards and honours

  • Syväri, Mariia (15.07.2023). Runner-up für IMM Best B2B Marketing Management PhD Thesis Award 2023.

Achievements - Other achievements

  • Syväri, Mariia. Master’s course "Value Creation and Market Innovation". External Appeals Examiner. University of Agder, Norway.
  • Syväri, Mariia. Special track “Business networks and market shaping”, IMP Conference 2024. Track organizer and chair. IMP Group / University of Oulu.
  • Syväri, Mariia. International Market Shaping Workshop. Co-organizer. Turku School of Economics, University of Turku.
  • Syväri, Mariia. Doctoral Dissertation Pre-examination. Pre-examiner. University of Oulu Graduate School.