Christian Grönroos: I did it my way

Abstract

Purpose

The purpose of this paper is to record the author’s personal reflections on his career as a marketing scholar.

Design/methodology/approach

Personal reflections in an autobiographical approach.

Findings

The author’s career as student, teacher and scholar is described in some detail.

Originality/value

The paper records events and memories that might otherwise be forgotten. No other such account has been published of Christian Grönroos’s career.

Citation

Grönroos, C. (2017), "Christian Grönroos: I did it my way", Journal of Historical Research in Marketing, Vol. 9 No. 3, pp. 277-301. https://doi.org/10.1108/JHRM-12-2016-0028