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


Dr. Tor Wallin Andreassen transitioned to the Norwegian School of Economics (NHH) in 2013 after holding key roles at BI Norwegian Business School. At NHH, he serves as a Professor of Innovation and previously led The Center for Service Innovation (CSI) and founded the research center Digital Innovations for Sustainable Growth (DIG) at NHH.

His educational background includes a Sivilokonom degree from NHH, an MSc in marketing with honors from BI Norwegian Business School, and a Doctor of Economics from Stockholm University, School of Business.

Dr. Andreassen's influence extends to the editorial boards of esteemed journals like the Journal of Service Research, Journal of Business Research, Service Science, and Journal of Service Management. He is a prolific author, contributing to leading publications such as MIT Sloan Management Review, Marketing Science, Journal of Marketing, and Journal of Service Research, in addition to writing eight books.

His research has earned him prestigious accolades, including the MSI/H. Paul Root Award 2007 from the Journal of Marketing, the Outstanding (Best) Paper Award from the Journal of Service Theory and Practice, and the Highly Commended Article Award from the Journal of Service Management. He has also received accolades like the Citation of Excellence - Highest Quality Rating from the European Journal of Marketing and the Journal of Service Management. His research articles have consistently ranked among the Most Downloaded in the Journal of Service Management and featured in the Top 200 in the Journal of Economic Psychology.

Beyond his research, Dr. Andreassen has assumed leadership roles, being elected Chair of INFORMS Service Science community and Vice President of Education and Professional Development at the European Marketing Academy’s Executive Committee. He is also the founder of key initiatives, including the Service Forum (BI), The Norwegian Customer Satisfaction Barometer (BI), the Norwegian Innovation Index (NHH), The Innovation Index Coalition (IIC), and the annual Professor Johan Arndt Marketing Conference.

Andreassen’s global impact is underscored by his roles as a research fellow at Center for Service Research, Karlstad Business School at Karlstad Universitet, Center for Excellence in Service, Robert H. Smith School of Business, University of Maryland, and Cornell Insitute for Healthy Futures, Cornell University.

He has been a Visiting Professor at institutions like Vanderbilt University and the University of Maryland in the USA, the University of Queensland in Australia, and as a visiting scholar at Stanford University, Cambridge University, and the University of Maastricht in the Netherlands. Dr. Andreassen's dedication to education is further demonstrated by his pedagogical education and training received from Vanderbilt University and Harvard Business School.

Download CV

Selected publications

Author(s) Title Publisher
Berry, Leonard L.; Danaher, Tracey S.; Keiningham, Timothy L.; Aksoy, Lerzan; Andreassen, Tor W. EXPRESS: Social Profit Orientation: Lessons from Organizations Committed to Building a Better World Journal of Marketing; 2024
Andreassen, Tor W. Perceiving Innovation: Unveiling the Impact on Market Performance Journal of Service Research; 2024
Kurtmollaiev, Seidali; Lervik-Olsen, Line; Andreassen, Tor W. The Norwegian Innovation Index: Methodological Foundations 2023
Lervik-Olsen, Line; Andreassen, Tor W.; Fennis, Bob M. When enough is not enough: behavioral and motivational paths to compulsive social media consumption European Journal of Marketing; 2023
More publications in Cristin