Joona Keranen

Dr Joona Keränen

Associate Professor

Outside of SAB building. Building is decorated with angled panels reflecting shadows on the wall. Wall colours vary between black, blue, white and light red colours.

Dr. Joona Keränen is an Associate Professor and Vice Chancellor's Senior Research Fellow at the Graduate School of Business and Law at RMIT University.

Overview

Dr. Keränen is an internationally recognized expert on value-based selling and business-to-business (B2B) marketing, and he has received several national and international awards for research excellence. His research is focused on examining how organizations can understand, quantify, and communicate the value that they (co-)create with various societal stakeholders in diverse contexts, ranging from industrial buyer-seller relationships to circular economy, cleantech, social procurement and healthcare.

Joona has active international research networks, and he is currently a Visiting Associate Professor at the School of Business & Management in LUT University, Finland. He is also actively involved in training, mentoring, and supervising junior scholars and PhD students in several international research communities.

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Industry experience

Dr. Keränen has extensive experience in collaborating with industry partners, and leading several large-scale, international, and industry-engaged research projects. He serves as a senior advisor to selected B2B firms and is frequent and highly sought-after keynote speaker in corporate and industry events.

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Research

Joona´s research interests are focused on value-based business strategies, selling complex service and solution offerings, and developing value propositions that deliver shared value to multiple stakeholders. His research has been published in the leading business marketing and management journals, including MIT Sloan Management Review, Industrial Marketing Management, and Journal of Business Research, among many others.

Research keywords

B2B Marketing, Customer Value, Value-based Selling, Value Propositions, Servitization

Research output summary

24

Publications

$5 million+

Projects

5

Awards

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Supervisor interest areas

  • Value-based selling and procurement
  • Shared value creation
  • Social value in business-to-business markets

Supervisor projects

6 current PhD supervisions

Feature publications

Three ways to sell value in B2B markets

MIT Sloan Management Review 63 (Fall), 64-70

Keränen, J., Terho, H., & Saurama, A (2021). 

Opportunities for value-based selling in an economic crisis: Managerial insights from firm boundary theory

Industrial Marketing Management. 88, 389-395

Keränen, J., Salonen, A. & Terho, H. (2020).

Value Champions in B2B markets: Four role configurations

Industrial Marketing Management, 85, 84-96

Keränen, J., & Liozu, S. (2020).

Key publications by year

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Feature projects

Value Transformers – Transforming business logics towards value-based exchange

Funded by Business Finland (Feelings Program), €487 000 (AUD $780,000)

Role as Lead CI

2016 - 2019

RIVIS - Realizing Intangible Value from Integrated Solutions

Funded by Business Finland (Green Growth Program), €700 000 (AUD $1,085,000)

Role as Co-lead CI

2014 - 2016

Cleantech Solutions – Co-creating Cleantech Solutions with Lead Customers 

Funded by Business Finland (Serve Program), €900 000 (AUD $1,396,000)

Role as Lead CI

2011 - 2014

Key projects by year

  • Design4Value - Value driven ecosystem for digitally disrupting supply chain (role as lead CI), €365 000 (AUD $566,000), 2017-2019, funded by Business Finland (DIMECC Program)
  • Value Transformers – Transforming business logics towards value-based exchange, (role as lead CI), €487 000 (AUD $780,000), 2016-2019, Funded by Business Finland (Feelings Program)
  • BICS – Boosting the Internationalization of Cleantech SMES (role as co-lead CI), €550 000 (AUD $851,000), 2015-2017, funded by Business Finland (Green Growth Program)
  • RIVIS - Realizing Intangible Value from Integrated Solutions (role as co-lead CI), €700 000 (AUD $1,085,000), 2014-2016, funded by Business Finland (Green Growth Program)
  • Cleantech Solutions – Co-creating Cleantech Solutions with Lead Customers (role as lead CI), €900 000 (AUD $1,396,000), 2011-2014, funded by Business Finland (Serve Program)
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Awards

Research Excellence Award

College of Business & Law, RMIT University

Award date: 2020

Recipients: Joona Keranen

Research Excellence Award

Graduate School of Business & Law, RMIT University

Award date: 2020

Recipients: Joona Keranen

Key awards by year

  • 2021 Best paper award in the Digital Transformation track in the the R&D Management (RADMA) conference
  • 2020 Research Excellence Award, College of Business & Law, RMIT University
  • 2020 Research Excellence Award, Graduate School of Business & Law, RMIT University
  • 2018 Best paper award in the business-to-business marketing track in the Australian & New Zealand Marketing Academy Conference (ANZMAC)
  • 2014 Teemu Aho Award for a high quality dissertation from the Society for Viipuri, School of Economics, Finland
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Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Luwaytini' by Mark Cleaver, Palawa.

aboriginal flag
torres strait flag

Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business.