Joonas Rokka

Joonas Rokka is a professor of marketing at emlyon business school. His research covers consumer experience, culture and busy lifestyles, alongside branding and visual research methods.

Rokka coauthored a study with Ioana Lupu on organizational controls and professionals’ experiences of time. Using interviews and weekly diaries from two professional-service firms, they examined how controls can structure work and how professionals move between quiet time, a fleeting sense of productive optimal busyness, and excessive busyness. Their account complicates a simple call to eliminate controls: the relevant question is how controls affect focus and pressure in practice. The study does not establish how many rules an organization should retain, or whether an initiative-retirement process would improve its ability to change.