Malin Sundström

Faculty of Textiles, Engineering and Business (including The Swedish School of Textiles)

Department of Business Administration and Textile Management

Phone: 033-435 4478

Mobile: 0732-305934


Room number: L317

Signature: MSU

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. 

Updated research publications can be found at Google scholar (external link)


Books and chapters (peer-reviewed)

Lidholm-Hjelm, S., Radon, A., Sundström, M., & Balkow, J. (2017), Understanding On-Line Fashion Buying Behavior on Impulse: Feelings Nothing More Than Feelings. Book Chapter in Advanced Fashion Technology and Operations Management, ed. Vecchi, A., IGI Global. 

Hagberg, J., Jonsson, A., Egels-Zandén, N., Lammgård, C., & Sundström, M. (2016). Handelns digitalisering: Undran inför framtidens affärer. Studentlitteratur: Lund. 

Jonsson, P., Stoopendahl, P. & Sundström, M. (2015), Köprevolutionen - Hur den digitaliserade konsumenten transformerar handel, varumärken och marknadsföring, Liber: Stockholm. 

Hagberg, J., Holmberg, U., Sundström, M. & Walter, L. (2012), Nordic Retail Research: An Introduction, book chapter, ed. Hagberg, J., Holmberg, U., Sundström, M. & Walter, L., in Nordic Retail Research – Emerging diversity, BAS, Gothenburg University, School of Business, Economics, and Law.

Eds. Hagberg, J., Holmberg, U., Sundström, M. & Walter, L. (2012), Nordic Retail Research – Emerging diversity, BAS, Gothenburg University, School of Business, Economics, and Law.

Mossberg, L. and Sundström, M. (2011), Marknadsföringsboken, (eng. The Marketing Book), Studentlitteratur: Lund. 

Sundström, M. (2010). Konsumentbeteende i postorder och e-handel, (eng. Consumer Behavior in mail-order and e-commerce), book chapter, ed. Nilsson, T., Paket på väg – En odyssé genom distanshandelns historia, (eng. An Odyssé through the history of remote selling), The report Serie Näringslivshistoria (5), The Centre for Business History, Stockholm.

Sundström, M. (2010). Unga konsumenters motiv till att använda sociala medier, (eng. Young Consumer Motives for Using Social Media), book chapter, ed. M Nilsson, Sociala? Medier? En antologi om en ny tid, (eng. Social? Medias? An anthology of a new time), Manifesto: Stockholm.

Journal Articles

Sundström, M. & Hjelm-Lidholm, S. (2019). Re-positioning customer loyalty in a fast moving consumer goods market. Australasian Marketing Journal (in-print)

Sundström, M. (2019). Climate of Data-driven innovation within e-business retail actors. FIIB Business Review, Vol. 8, nr 2, pp. 79-87.

Sundström, M., Hjelm Lidholm, S. & Radon, A. (2019). Clicking the boredom away – Exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, Vol. 47, pp. 150-156.

Lindberg, U., Salomonson, N., Sundström, M., and Wedin, K., (2018). Consumer perception and behavior in the retail foodscape – A study of chilled groceries. Journal of Retailing and Consumer Services, Vol. 40, pp. 1-7.

Hagberg, J., Sundstrom, M. and Egels-Zandén, N. (2016) The digitalization of retailing: An exploratory framework, International Journal of Retail & Distribution Management, 44(7), pp. 694–712.

Sundström, M. & Radon, A. (2015) Retailers Innovate Differently: The Need for a Retailing Research Laboratory, International Journal of Innovation in Management, Vol. 2, No. 2, pp. 119-130.

Abraha, D., Radon, A., Reardon, J., & Sundström, M. (2015). The effect of cosmopolitanism, national identity and ethnocentrism on Swedish purchase behavior.Journal of Management and Marketing Research. Vol. 18, February, pp. 1-12. 

Sundström, M. & Radon, A. (2015) Utilizing the concept of convenience as a business opportunity in emerging markets. Organizations and Markets in Emerging Economies, Vol. 6, No. 2 (12), pp. 7-21

Sundström, M., Radon, A., & Wallström, S. (2015). Don’t Forget Consumer Value - Investigating Consumer Attitudes toward QR-codes. International Journal of Innovation in Management, Vol. 3, No.2, pp. 57-66.

Sundström, M. and Ericsson, D. (2012). Value Innovation and Demand Chain Management – keys to future success in the fashion industry, The Nordic Textile Journal, Special edition: Sustainability & Innovation in the Fashion Field, The Textile Research Centre, CTF pp. 82-90.

Sundström, M., Lundberg, C. and Giannakis, S. (2011). Tourist Shopping Motivation: Go with the Flow or Follow the Plan, International Journal of Quality and Service Sciences, Vol. 3 No. 2, pp. 211-224.

Sundström, M. and Hagberg, J. (2010). Bridging marketing theory and practice for consumer behaviour Master’s students. A case study from Sweden, Industry & Higher Education, vol. 24, no. 5, October, pp. 377-380.


Academic Director for Swedish Institute for Innovative Retailing - SIIR. Responsible for the research programme Retailing, Textile and Fashion. Member of the Expert Group for Retail Sector Innovation, EU-Commisson.

Researcher's publications in DiVA (Digitala Vetenskapliga Arkivet)

Title of Dissertation

They say the online-store is convenient