Employee Profile

Carl Arthur Solberg

Professor Emeritus

Department of Marketing

Room number C4Y-065-066
E-mail carl.a.solberg@bi.no

Biography

Carl Arthur Solberg is a Professor of International Marketing and an Associate Dean of Master of Science program in International Marketing and Management at BI Norwegian School of Management.
Professor Solberg has done research and published extensively on the subject of international marketing and management in international refereed journals, such as Management International Review, International Business Review, Journal of International Marketing, International Journal of Information Management, and Advances in International Marketing.

Professor Solberg is ranked as one of the "Most prolific authors in the six leading international business journals (1996-2006)" in a study published in Asia Pacific Journal of Management in 2007. He recently won The International Marketing Award for best research paper presented at the European International Business Academys (EIBA) Annual Conference, 13-15 December 2007.
Professor Carl Arthur Solberg holds a doctoral degree (PhD) in international management from University of Strathclyde, Glasgow (Scotland) and a Licencié dès Sciences Economiques from University of Neuchâtel (Switzerland).

Area of Expertise

Publications

Shows 5 of 31 publication(s)

International Business Review 23(4) Doi: https://doi.org/10.1016/j.ibusrev.2023.102121

The journal of business & industrial marketing Doi: https://doi.org/10.1108/JBIM-02-2022-0091

Purpose This paper aims to explore different strategic avenues in international markets. In particular, the authors investigate the role of four marketing tactics – marketing network, domestic network, standardization/adaptation and positioning. The authors aim at identifying optimal use of these strategic vehicles to achieve firm performance. Design/methodology/approach The authors construct a database of 132 Norwegian exporters and identify, through cluster analysis, three different categories of firms. They use multi-group analysis to explore strategy–performance pattern in each group. Findings All four strategic levers impact positively on the performance, but only two of them (marketing networks and positioning) with major impact. Standardization and domestic networks play a minor role. Based on these strategic levers, the authors identify three strategic groups (opportunists, networks seekers and global marketers) with different optimal export strategy patterns. The authors argue that these groups represent firms in different stages, epitomizing a learning process in three stages. Research limitations/implications A broader perspective of strategy variables should be included to get a more complete picture of the “optimal” model for different groups of exporters. Other marketing mix factors and the firm’s stance toward governance in international markets (operation modes) should therefore be included in the repertoire of strategy drivers determining group membership and to analyse their pattern. Practical implications Opportunists are advised to focus on positioning through domestic network relations; network seekers should concentrate on building marketing networks. Global marketers may carry out standardization strategies – preferably in collaboration with their marketing partners in export markets. For the two other groups, there is no evidence that speak in favour of such approach, nor for its counterpart, adaptation. For export promotion agencies, the authors suggest enhanced support to establish network partners. Originality/value The authors introduce strategic levers not yet explored in the export literature. Furthermore, they use a contingency causal approach to explain differences in strategy development (in international markets) and the link with performance.

Handbook of Research on International Entrepreneurship Strategy p. 104-119 Doi: https://doi.org/10.4337/9781783471584.00016

Advances in International Marketing 26 p. 1-14

Research Handbook on Export Marketing p. 163-184 Doi: https://doi.org/10.4337/9781781954393.00012

Academic Degrees
Year	Academic Department	Degree
1993	University of Strathclyde	Ph.D.

Work Experience
Year	Employer	Job Title
2007 - Present	BI Norwegian Business School	Professor
1982 - 2007	BI Norwegian Business School	Associate Professor
2001 - 2003	BI Norwegian Business School	Head of Department
2000 - 2000	Bordeaux Ecole de management	Visting Professor
1995 - 1998	Helsinki School of Business and Economics	Visting Professor
1987 - 1988	Monterey Institute of International Studies	Visting Professor
1975 - 1981	Saga Petrokjemi	Market researcher
1971 - 1975	Norges Eksportråd	Export advisor

Carl Arthur Solberg

Biography

Area of Expertise

Publications

Speed of internationalization of new ventures and survival in export markets

Patterns of international marketing strategy

Where and When?A Longitudinal Study of Export Behavior of New Ventures

Revisiting Uppsala through the Lenses of New Ventures: A Longitudinal Study of Norwegian Firms

The impact of globalization drivers on strategy–performance relationships in international markets

International branding: A framework for classification and analysis

Inside the boardroom of born globals

Suksess med eksport

Medisin mot lokale småkonger

Strategies that work

Management orientation and export performance: the case of Norwegian ICT companies

Product complexity and cultural distance effects on managing international distributor relationships: a contingency approach

Born globals: Propositions to help advance the theory

Strategy development in international markets: a two tier approach

Moving out of the country: An exploratory study of the impact of country, cluster and firm related factors

The impact of national culture and communication on exporter-distributor relations and on export performance

The effect of information collection behavior on market performance: The role of partner relationships

Exporter Governance of Integrated and Independent Marketing Channel Members in International Markets: Moderating Effects of Stage of Relationships and Operation Mode

The Relevance of Internationalisation Theories: A Contingency Framework Approach

Relational drivers, controls and relationship quality in exporter-foreign middleman relations

Market information and the role of networks in international markets

Access to networks and commitment to internationalisation as precursors to marketing strategies in international markets

A taxonomy of the pricing practices of exporting firms: Evidence from Austria, Norway, and the United States

The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance

Exporter Trust, Commitment and Marketing Control in Integrated and Independent Export Channels

Standardation or Adaptation: the Role of the Local Subsidary/Representative

Utfordringer i globale markeder: Fra lokale småkonger til globale føderasjoner

Internasjonal markedsføring

Inngangsstrategier i globaliserende markeder

Globalisering og Norges konkurranseevne

An exploration of the information behaviour of Norwegian exporters

Strategic International Marketing

Revisiting Uppsala through the lenses of new ventures: A longitudinal study of Norwegian firms

Comparing 'born globals' and other exporting firms: A longitudinal study

Internasjonal markedsføring. 9. utg.

Redefining Born Globals? A cohort analysis of Norwegian Born Globals

Kartlegging og analyse av eksportmønstre og -strategier. Sluttrapport til Innovasjon Norge, Februar 2014

Challenging the market orientation construct: the role of data processing and market insight

The impact of globalisation drivers on strategy-performance relationships in international markets

The impact of globalisation drivers on strategy-performance relationships in international markets

Role of nationality in strategy formulation in international markets: An exploratory study of German, Norwegian and Singaporean firms

Exploring the role of nationality in strategy formulation in international markets: A study of German, Norwegian and Singaporean firms

Inside the board room of Born Globals

High tech and Low tech Born Globals: Are they any different?

Globalisering av banknæringen: effekter for norske banker og den norske banknæringen

Advertising in international markets: A framework for classification and analysis

Access to networks and commitment to internationalisationas precursors to marketing strategies in international markets

Moving out of the country: an exploratory study of the impact of national, cluster and firm related factors

Informasjonsadferd og internasjonalisering

Exporter-distributor relations and the effects on performance

Precursors of commitment and trust in exporter-distributor relations and the effects on export performance

Exporters Information Collection Behavior and Performance: The Role of Trust and Experience

Information Collection Behavior and Performance in Export Channels

Export Performance and Management Orientation, The Case of Norwegian IT Exporters

Exporters information collection behavior: An Exploratory Study

Commitment and Trust in International Marketing Relations

Kultex – Export of culture products from Norway

Modes of Exporter Governance of Sales Subsidiaries and Distributors in International Markets

Exporter trust, commitment and marketing control in integrated and independent export channels

Handelsnæringens internasjonalisering

Internasjonal markedsføring

Commitment and Trust in International Markting Relations