Tor W. Andreassen

Professor Tor W. Andreassen

+47 55 95 98 59
Strategy and Management
Digital Innovation for Growth
Innovation and Entrepreneurship Marketing and Brand Management Service Marketing and Management Service Innovation


Before joining Norwegian School of Economics (NHH) in 2013, Dr. TOR WALLIN ANDREASSEN was a professor of marketing, Department chair, and Associate Dean at BI Norwegian Business School.

At NHH he is a Professor of Innovation and the previous Director of The Center for Service Innovation (CSI) and Digital Innovations for Sustainable Growth (DIG). 

Dr. Andreassen holds a Sivilokonom degree from NHH, MSc in marketing (with honors) from BI Norwegian Business School, and a Doctor of Economics from Stockholm University, School of Business.

Professor Andreassen is a member of the editorial review board of Journal of Service Research, Journal of Business Research, Service Science, and Journal of Service Management. Dr. Andreassen has published in leading journals such as: MIT Sloan Management Review, Marketing Science, and Journal of Marketing, Journal of Service Research in addition to eight books.

Andreassen has received numerous awards for his academic research including the prestigious MSI/H. Paul Root Award 2007 (Journal of Marketing), Outstanding (Best) Paper Award (from Journal of Service Theory and Practice) and Highly Commended Article Award (from Journal of Service Management); Citation of Excellence - Highest Quality Rating (European Journal of Marketing, Journal of Service Management); Most Downloaded Article - Top 3 (Journal of Service Management) and Top 200 (Journal of Economic Psychology).

For his research, Dr Andreassen was elected Chair of INFORMS Service Science community and VP of Education and Professional Development at European Marketing Academy’s Executive Committee. Professor Andreassen is the founder of Service Forum (BI), The Norwegian Customer Satisfaction Barometer (BI), the Norwegian Innovation Index (NHH), and the annual Professor Johan Arndt Marketing Conference. 

He has been a Visiting Professor at Vanderbilt University, USA, University of Maryland, USA, University of Queensland, Australia, and a visiting scholar at Stanford University and University of Maastricht, NL. He has received pedagogical education and training from Vanderbilt University and Harvard Business School.

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Selected publications

Author(s) Title Publisher
Kurtmollaiev, Seidali; Lervik-Olsen, Line; Andreassen, Tor W. The Norwegian Innovation Index: Methodological Foundations 2023
Kurtmollaiev, Seidali; Lervik-Olsen, Line; Andreassen, Tor W. Competing through innovation: Let the customer judge! Journal of Business Research Volume 153; page 87 - 101; 2022
Kurtmollaiev, Seidali; Lervik-Olsen, Line; Andreassen, Tor W. Honey or Condensed Milk? Improving Relative Brand Attractiveness through Commercial and Social Innovations The Routledge Companion to Corporate Branding; 2022
van Riel, Allard C. R.; Andreassen, Tor W.; Lervik-Olsen, Line; Zhang, Lu; Mithas, Sunil; Heinonen, Kristina A customer-centric five actor model for sustainability and service innovation Journal of Business Research Volume 136; page 389 - 401; 2021
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