Sigurd Villads Troye

Professor Emeritus Sigurd Villads Troye

+47 55 95 94 66
Strategy and Management
Marketing and Brand Management Consumer Behavior Marketing Service Marketing Co-production Philosophy of Science


Sigurd Villads Troye joined the faculty at the Norwegian School of Economics (NHH) in 1982 and has been in his current position since 1988.

He holds a “siviløkonom degree” from NHH and a “Høyere avdelings-degree” (the equivalent of a research-focused Master of Science degree) from the same institution. His  Ph.D-degree is in Business Administration (Marketing) from University of Illinois at Urbana-Champaign. 

Dr. Troye was for several years directing a research and educational program in Tourism at NHH.  He was the founder and for many years the co-owner of Zupperia (a soup-based restaurant).

His research and teaching have been in the area of consumer behavior, marketing, services marketing and the intersection of research methods and philosophy of science.

His research has appeared  in journals like Journal of the Academy of Marketing Science (JAMS), Journal of Marketing, Multivariate Behavioral Research and Structural Equation Modelling and has published textbooks.

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Selected publications

Author(s) Title Publisher
Thorbjørnsen, Helge; Troye, Sigurd Villads Kategori og målgrupper Markedsføring : verdibasert forventningsledelse; page 371 - 396; 2014
Troye, Sigurd Villads; Thorbjørnsen, Helge Verdibasert forventningsledelse Markedsføring : verdibasert forventningsledelse; page 37 - 56; 2014
Troye, Sigurd Villads; Thorbjørnsen, Helge Markedet Markedsføring : verdibasert forventningsledelse; page 57 - 80; 2014
Troye, Sigurd Villads; Thorbjørnsen, Helge Produktet Markedsføring : verdibasert forventningsledelse; page 81 - 100; 2014
More publications in Cristin

Research methods, empiric examiniations

Buying behaviour



Science theory

Market research