Zahra Ahmadi

Assistant professor in Marketing
Department of Business and Economic Studies
Faculty of Education and Business Studies


Mobile: +46 (0)70-181 12 48

Zahra Ahmadi is a doctoral student at the University of Gävle, Department of Economics, since 2014, and is registered at KTH. She works in a research project on sustainable business relationships, where her own project of market orientation in public housing is included.

Current research

The PhD project examines how public housing in small towns (some contextual rigidities) applies strategies differently. With increasing demands on returns and profits public housing companies develop strategies for market orientation (MO) in relation to customers and competitors to meet, and preferably exceed, current and future customer needs. Market orientation requires them to act in the long term so that the technical, social and economic demands are met and that their commitments will generate profit. The studies focus include how the housing companies handle the challenges, such as the options to demolish, maintain and / or build new buildings to be innovative, where the context they find themselves in is relevant to how they act strategically. 

Latest publications

Sundström, A., Ahmadi, Z. & Mickelsson, K. (2019). Implementing social sustainability for innovative industrial work environments. Sustainability, 11 (12). 10.3390/su11123402 [More information]
Ahmadi, Z. (2019). Moderating effects on the market orientation and strategic performance relationship in public housing. Baltic Journal of Management, 14 (4), 559-577. 10.1108/BJM-08-2018-0309 [More information]
Sundström, A. & Ahmadi, Z. (2019). The Mediating Role of CSR on the Market Orientation and Strategic Performance Relationship : A Study of the Public Housing Companies in Sweden. Sustainability, 11 (6). 10.3390/su11061537 [More information]
Ahmadi, Z. & Berggren, B. (2020). Public housing companies in transition: from governmental tools to profit-making organizations. . [More information]
Ahmadi, Z. (2019). The role of competitive strategy and market orientation : the effect of innovation and sustainability - a study of public housing companies. . [More information]
Published by: Sara Perttunen Sundberg Page responsible: Camilla Niss Updated: 2019-10-01
Högskolan i Gävle
Box 801 76 GÄVLE
026-64 85 00 (växel)