BIO

Dr. Tor Wallin Andreassen is a Professor of Innovation at the Norwegian School of Economics (NHH), where he has been since 2013. Before joining NHH, he held various academic leadership roles, including Professor of Marketing, Department Chair, and Associate Dean at BI Norwegian Business School.

At NHH, Dr. Andreassen served as the Center for Service Innovation (CSI) Director from 2013 to 2019, and the founding Director of Digital Innovations for Sustainable Growth from 2019 to 2022. His efforts in establishing these national research centers highlight his leadership in advancing innovation research. He is also an International Fellow at the Service Research Center, Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures, Cornell University, USA, an International Fellow at the Center for Excellence in Service, University of Maryland, USA, and a Fellow at Cambridge Service Alliance at the University of Cambridge.

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 Stockholm University, School of Business.

He is a member of the editorial review boards of prestigious journals such as the International Journal of Research in Marketing, Journal of Service Research, Journal of Business Research, Service Science, and Journal of Service Management. His research has been published in leading journals, including the MIT Sloan Management Review, Marketing Science, and the Journal of Marketing. Dr. Andreassen has also authored nine books.

His academic excellence has been recognized with numerous awards, including the MSI/H. Paul Root Award (Journal of Marketing), Best Paper Awards, and highly commended articles in leading journals. His work has received accolades such as Citation of Excellence, Most Downloaded Article recognitions, and numerous other academic distinctions.

Dr. Andreassen has been elected Chair of INFORMS Service Science and served as Vice President of Education and Professional Development at the European Marketing Academy. He founded several key initiatives, including the Service Forum, the Norwegian Customer Satisfaction Barometer, the Norwegian Innovation Index, and the annual Professor Johan Arndt Marketing Conference.

He has been a Visiting Professor at prominent institutions, including Vanderbilt University, the University of Queensland, the University of Cambridge, and the University of Maryland, and a Visiting Scholar at Stanford University and the University of Maastricht. He is a partner at Digital Insight AS and serves as Chair, of the Professional Council Open Innovation Lab-Norway. His pedagogical training includes programs at Vanderbilt University and Harvard Business School.

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