Malin Sundström is a PhD, and holds the position as Associate Professor at the University of Borås. She is specialized in marketing and customer/consumer behavior focusing the context of digitalization and its effects on behavior and the retail sector. She has a long experience from collaborating with the industry, and often works close to retail companies in different research projects. She is the Academic Director of SIIR – Swedish Institute for Innovative Retailing – at the University of Borås, and shares the responsibility as Scientific Director for INSiDR with her fellow colleague Professor Ulf Johansson, Jönköping University. INSiDR is funded by the Knowledge foundation aiming at providing specialist knowledge in retail and IT, studying the fundamental transformations resulting from digitalization, and in close collaboration with the industry. INSiDR is a joint program between the University of Jönköping, the University of Skövde, and the University of Borås.

In the year 2017, Malin received Awards for Excellence – 2017, Winner Outstanding Paper, for the articel “The digitalization of retailing: an exploratory framework” (vol. 44, no. 7) in the International Journal of Retail & Distribution Management, with her research fellows Professor Johan Hagberg, and Professor Niklas Egels-Zandén, at the University of Gothenburg.

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