Anu Helkkula

Hanken School of Economics, Agricultural Marketing Service

Papers

Total Citations

183

H-Index

About

Anu Helkkula is a leading scholar at the forefront of service research, whose work fundamentally redefines how we understand value creation in the age of intelligent technology. Her primary research areas center on value co-creation, service ecosystems, and the transformative role of artificial intelligence (AI) and robots in service. Helkkula’s major contribution lies in systematically theorizing the complex interplay between human and technological resources. Her highly influential paper, "A Systematic Review of Artificial Intelligence and Robots in Value Co-creation" (2018, 153 citations), provides a foundational framework for analyzing how AI and robots are reshaping practical service solutions and theoretical models. She extends this work by exploring the nuanced "human–AI resource relations" within service ecosystems (2024, 30 citations), challenging the simple division between human and machine roles. By pioneering this critical area, Helkkula has established herself as a key voice in contemporary service research, guiding scholars and practitioners toward a more integrated understanding of technology’s role in co-creating value.