Before joining NHH Norwegian School of Economics in 2013, Dr. TOR WALLIN ANDREASSEN was a professor of marketing, Department chair, and Associate Dean at BI Norwegian Business School.
At NHH, he served as a Professor of Innovation and was the Director of the Center for Service Innovation (CSI) from 2013 to 2019, as well as the Director of the Digital Innovations for Sustainable Growth research center from 2019 to 2022. He is a Fellow at the Cambridge Service Alliance, University of Cambridge, an International Fellow at the Service Research Center at Karlstad University in Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University in the USA, and an International Fellow at the Center for Excellence in Service at the University of Maryland in the USA.
Dr. Andreassen holds a Siviløkonom degree from NHH, an MSc in Marketing (with honors) from BI Norwegian Business School, and a Doctor of Economics from the Stockholm University School of Business.
Professor Andreassen is a member of the editorial review boards of the International Journal of Research in Marketing, the Journal of Service Research, the Journal of Business Research, Service Science, and the Journal of Service Management. Dr. Andreassen has published in leading journals, including the MIT Sloan Management Review, Marketing Science, the Journal of Marketing, the Journal of Service Research, and the Journal of Service Management, in addition to authoring nine books.
Andreassen has received numerous awards for his academic research, including the prestigious AMA-EBSCO-RRBM Award for Responsible Research in Marketing (Journal of Marketing) and the MSI/H. Paul Root Award 2007 (Journal of Marketing),as well as the Outstanding (Best) Paper Award (from Journal of Service Theory and Practice) and the 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-Top3 (Journal of Service Management) and Top 200 (Journal of Economic Psychology).
Dr. Andreassen was elected Chair of INFORMS Service Science community and VP of Education and Professional Development at the European Marketing Academy’s Executive Committee. Andreassen is the founder of 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.
He has been a Visiting Professor at Vanderbilt University in the USA, the University of Maryland in the USA, the University of Queensland in Australia, IfM at the University of Cambridge, and a visiting scholar at Stanford University and the University of Maastricht in the Netherlands. Dr. Andreassen received pedagogical education and training from Vanderbilt University and Harvard Business School
| Author(s) | Title | Publisher |
|---|---|---|
| Benoit, Sabine; Merfeld, Katrin; Tunn, Vivian S.C.; Schaefers, Tobias; Andreassen, Tor W. | The B2B sharing economy: Framework, implications, and future research | Journal of Business Research Volume 191 (0 pages); 2025 |
| Kurtmollaiev, Seidali; Andreassen, Tor W.; Lervik-Olsen, Line | How quality and innovation drive the service experience | Handbook of Service Experience; page 67 - 81; 2025 |
| 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 |
| Lervik-Olsen, Line; Fennis, Bob M.; Andreassen, Tor W. | Compulsive Social Media Use and Disconnection Anxiety: Predictors and Markers of Compulsive and Addictive Social Media Consumption | The Darker Side of Social Media Consumer Psychology and Mental Health; 2024 |
Recorded at the Norwegian School of Economics (NHH) on 5 May 2025, this conversation brings innovation scholar Professor Tor W. Andreassen (NHH) together with leading marketing and AI authority Professor Roland T. Rust (University of Maryland).
Yes, you read that right. Tor W. Andreassen is turning 70. And as he said when looking at his birth certificate: “I don’t believe it.” Neither do we.
Founder and one of the most prominent professors of DIG, Tor Wallin Andreassen marked his retirement from academia wowing to keep up the habit of a lifetime – writing and sharing insights, thoughts and opinions. A day without writing is a bad day, he said.
Hear Professors Tor Wallin Andreassen of NHH and Mohamed Zaki from the Cambridge Service Alliance in conversation on what the newest AI-agents are all about. The same quest as the early robots – mimicking humans.
Based on surveys where a total of 23,000 customers provided their feedback on a wide range of Norwegian companies, the verdict is clear. Tise, with its solution for buying and selling used clothing, is the winner.
The 2024 Norwegian Innovation Index (NII) provides a comprehensive overview of Norway’s innovation landscape, showcasing both accomplishments and challenges.
CES 2025 in Las Vegas attracted over 140,000 attendees and 4,000 exhibitors, showcasing how technology addresses sustainability, mobility, healthcare, and accessibility challenges.
2024 was the year artificial intelligence (AI) dominated the media, the stock market, and consumers' daily lives. A search for "artificial intelligence" in Aftenposten yields 1,189 results. Generative AI, such as OpenAI’s ChatGPT, experienced the fastest adoption rate ever. The value of AI companies like Nvidia, Meta, and Alphabet soared.
How do retail experiences influence customers' psychological well-being? A recent study led by Magne Angelshaug and Tor W. Andreassen, seeks to answer this question.
Companies often struggle to maintain their competitive edge, and many eventually fail. Surprisingly, this failure isn't always due to complacency or poor management. Often, the very strategies that once led to success become the root of their downfall.
The electric car giant excels in the Norwegian Innovation Index 2022. ‘Tesla has turned the car industry upside down,’ says NHH Professor Tor W. Andreassen.
IKEA leads the Commercial Innovation Index for the sixth year in a row, while NRK, Posten and the Norwegian Tax Administration are among the newcomers on the top lists.
