Michelle Rydback, profilbild

Michelle Rydback

Senior lecturer

Research subject: Business Administration



About the researcher

Michelle Rydback has a multidisciplinary background. She holds a bachelor’s degree in international relations (formerly Foreign Service) with a major in International Trade from the Lyceum of the Philippines University, as well as bachelor's and master’s degrees in business administration from the University of Gävle. In April 2021, Michelle was awarded a doctoral degree in Business Studies with a specialization in marketing from Södertörn University.

Her Ph.D. project focused on how organizations operationalize healthcare services in emerging market settings, using a service marketing lens. Her dissertation contributed to the relevance and diversity of marketing research by shedding light on this underreported yet fertile healthcare context. Believing that marketing can contribute to addressing pressing issues, her current research interest focuses on how marketing can foster an understanding of climate change and healthcare equity, helping to promote sustainability. This is exemplified in her recent publications.

Show the content



  • Rydback, M., Hyder, A., Macassa, G. & Simonsson, C. (2022). Can domestic medical tourism contribute to healthcare equity? A commentary. Taylor & Francis, Journal of Market Access & Health Policy, 10 (1), 10.1080/20016689.2022.2061241 [More information]

  • Macassa, G., Ribeiro, A., Marttila, A., Stål, F., Silva, J., Rydback, M., Rashid, M. & Barros, H. (2022). Public Health Aspects of Climate Change Adaptation in Three Cities. MDPI, International Journal of Environmental Research and Public Health, 19 (16), 10.3390/ijerph191610292 [More information]

  • Rydback, M. (2022). Role of facilitators in the medical tourism industry. Taylor & Francis, Services Marketing Quarterly, 43 (2), (129-145). 10.1080/15332969.2022.2056288 [More information]

  • Hyder, A., Rydback, M., Borg, E. & Osarenkhoe, A. (2019). Medical tourism in emerging markets. Health Marketing Quarterly, 36 (3), (203-219). 10.1080/07359683.2019.1618008 [More information]

  • Rydback, M. & Hyder, A. (2018). Customization in medical tourism in the Philippines. International Journal of Pharmaceutical and Healthcare Marketing, 12 (4), (486-500). [More information]


  • Rydback, M., Hyder, A., Borg, E., Osarenkhoe, A. & Sörhammar, D. (2021). Healthcare Service Marketing in Medical Tourism : An Emerging Market Study. Diss. (sammanfattning), 2021. Huddinge: Södertörns högskola. 230 s. ( ) [More information]

Conference papers

  • Rydback, M. (2019). Medical Tourism Facilitators as Supplementary Service Providers : An Emerging Market Perspective. [More information]

  • Rydback, M. (2018). Medical Tourism Facilitator in an Emerging Market Context. [More information]

  • Rydback, M., Hyder, A., Borg, E. & Osarenkhoe, A. (2016). Marketing Medical Tourism in Emerging Market. : BAM2016 Conference Proceedings. [More information]

  • Rydback, M. (2015). Marketing Process of Medical Tourism in Emerging Market. [More information]

  • Rydback, M., Hyder, A., Borg, E. & Osarenkhoe, A. (2015). The marketing process of medical tourism. : Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment. S. 2720-2722. Länk [More information]

  • Fregidou-Malama, M. & Rydback, M. (2011). Social enterprises in Sweden : Unitis a successful social cooperative?. S. 13-. [More information]

Chapters in books

  • Rydback, M. (2023). Promoting climate change resilience: An illustrative case study. Handbook on Climate Change and Technology. Edward Elgar Publishing Ltd.. S. 502-518. [More information]

  • Rydback, M. (2022). A Marketing Perspective in Climate Change Resilience. Handbook on Climate Change and Technology. Cheltenham, United Kingdom, Edward Elgar Publishing. [More information]

Show the content

This page was last updated 2024-05-15