Innovation, strategy and marketing

Service Innovation and Brand Management are two interrelated and highly relevant topics for all firms and organizations. Whereas brand management has been a key focus of research at SNF/NHH for several years, service innovation is a new focal area at SNF/NHH.

Researchers in the program work with questions related to e.g. consumer behavior, brand experience and market insight. 

Focus in the research program:

  • Consumer Behavior
  • Innovations in brand and customer experiences
  • Brand Strategy and Positioning
  • Eco-labeling and Corporate Social Responsibility
  • Brand extensions and -alliances
  • Development and implementation of brand values
  • Business Model Innovation
  • Prosumption and consumer co-creation
  • Country of Origin effects and International Marketing
  • Reputation management

Service Innovation:

In western societies, services represent 70% of all value creation and 80% of employment. Still, the research on innovations is largely founded in the context of physical products. There is thus a need for new research capable of understanding and stimulating innovation in services. The service innovation research at SNF focuses four key challenges:

  • Innovations in brand- and customer experiences
  • Co-created and open innovation processes
  • Business Model Innovations
  • Innovations in infrastructure and regulations

Brand Management and Consumer Behavior:

Research on the development and long term management of brands is growing fast in volume and focus both in Norway and globally.

For products, services, firms and organizations, the strategic development of strong brands is key to gaining competitive advantage and long-term profitability.

In the research program, “Brand management”, serves as an umbrella construct and encompasses a wide array of topics in marketing both at the firm and at the consumer level. The program includes projects pertaining to market insight, product- and service development, strategy development and communication.

Essential to all projects are analyses of consumers’ attitudes, preferences and behavior in different contexts.

Program Director: Professor Helge Thorbjørnsen

Phone: 55 95 95 35

Selected Projects:

  • Effects of oil spills on the reputation of Norwegian Fish in Export Markets
  • Development of Global Brand Positioning Strategies
  • Allianse vest: Development of Strong Regional Origin Brands
  • Effecs of eco-labeling of farmed products
  • Effects of origion logos on the evaluation and choice of international fish products
  • Effects of prosumption on willingness to pay and product evaluations
  • Effects of market knowledge on economic results among micro credit receivers in the third world
  • Customer Value in heterogeneous networks
  • Conceptualizing and measuring brand experiences

Academic staff:

  • Professor Magne Supphellen, NHH
  • Professor Sven A. Haugland, NHH
  • Professor Per Egil Pedersen, Høgskolen i Buskerud og Vestfold/NHH
  • Researcher Nina M. Iversen, Handelshøyskolen BI
  • Professor Helge Thorbjørnsen, NHH
  • Researcher Alexander Jakubanecs, SNF
  • Professor Sigurd Troye, NHH
  • Professor Herbjørn Nysveen, NHH
  • Professor Einar Breivik, NHH
  • Professor Leif Egil Hem, NHH
  • Professor Helge Thorbjørnsen, NHH
  • Professor Ingeborg A. Kleppe, NHH
  • Associate Professor Aksel Rokkan, NHH
  • Professor Durairaj Maheswaran, Stern School of Business, NYU
  • Professor Michael Dalén, Stockholm School of Economics
  • Professor Roy D. Howell, Texas Tech University