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.
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