Employee Profile

Fred Selnes

Professor

Department of Marketing

Room number C4Y-076
Phone +4740765788
E-mail fred.selnes@bi.no

Biography

Research areas

Marketing is about positioning the company for future growth in terms of growing the expected number of customers and their expected cashflow across segments and product categories. Marketing is a set of organization-wide activities that connects the company with a network of customers and partners in ways that create attractive value for customers and sustainable profit for the company. Companies must develop a portfolio of products that are both profitable and attractive across segments. Companies must also attract, leverage, convert (strengthen brand relationships), and defend their portfolio of customers.

Teaching areas

Various courses related to marketing strategy and management including topics like marketing organization, analytics, branding, customer loyalty.

Area of Expertise

Costumer Relationship Management
Customer Satisfaction
Marketing analytics
Marketing
Marketing strategy
Brands and Branding
Relationship Management

Publications

Shows 5 of 17 publication(s)

Article Ranvir Singh Rai, Fred Erling Selnes (2019)

Conceptualizing task-technology fit and the effect on adoption – A case study of a digital textbook service

Information & Management p. 1-10 Doi: https://doi.org/10.1016/j.im.2019.04.004

Although information technology has revolutionized virtually every aspect of how we interact with products and services, it has changed learning to a surprisingly small degree. In a study of a digital textbook service, we provide a new conceptual definition and measurement of technology fit. We conceptualize task-technology fit as how well a technology is integrated with a set of interrelated tasks included in achieving the goal of the behavior where the technology is used. Whereas research on technology adoption typically explains around 40 percent of the variance in motivation to adopt, our model explains as much as 76 percent.

Article Fred Erling Selnes, Cecilie Staude (2017)

Hvordan lykkes med reklame på Facebook? :

Magma forskning og viten 20(4) p. 22-29

Review article Fred Selnes (2011)

A Comment on "Balancing Risk and Return in a Customer Portfolio"

Journal of Marketing 75(3) p. 18-21 Doi: https://doi.org/10.1509/jmkg.75.3.18

Article Fred Selnes, Truls Hagen (2011)

Hvordan lykkes med CRM? :

Magma forskning og viten 14(4) p. 69-73

Article Michael D. Johnson, Fred Selnes (2005)

Diversifying Your Customer Portfolio

MIT Sloan Management Review Vol 46(3) p. 11-14

Article Michael D. Johnson, Fred Selnes (2004)

Toward a Dynamic Theory of Exchange Relationships: Customer Portfolio Management

Journal of Marketing 68(2) p. 1-17

Chapter Fred Selnes, Michael D. Johnson (2004)

A Dynamic Customer Portfolio Management Perspective on Market Strategy

Håkan Håkansson, Debbie Harrison and Alexandra Waluszewski (eds.): Rethinking Marketing: Developing a New Understanding of Markets

Article Håvard Hansen, Kåre Sandvik, Fred Selnes (2003)

Direct and indirect effects of commitment to a service employee on the intention to stay

Journal of Service Research 5(4) p. 356-368

Article Jørn Flohr Nielsen, Viggo Høst, Jan-Erik Jaensson, Søren Kock, Fred Selnes (2003)

Market orientation in Nordic banks: does nationality matter?

European Journal of Marketing 37(11/12) p. 1818-1841

Article Fred Selnes, James Sallis (2003)

Promoting Relationship Learning

Journal of Marketing 67(3) p. 80-95

Article Håvard Hansen, Fred Selnes (2001)

The Potential Hazard of Self-Service in Developing Customer Loyalty

Journal of Service Research 4(2) p. 79-90

Article Fred Selnes, Håvard Hansen (2001)

The Potential Hazard of Self-Service in Developing Customer Loyalty

Journal of Service Research 4(2) p. 79-90

Article Sangeeta Singh, Fred Selnes (2000)

Polygamous Loyalty and Varying Utility Function: An Explanation of Brand Switching in Frequently-made Purchases

Advances in Consumer Research 4 p. 162-166

Article Kjell Grønhaug, Fred Selnes (2000)

Effects of Supplier Reliability and Benevolance in Business Marketing

Journal of Business Research 49(3) p. 259-271

Chapter Fred Selnes (2000)

Er Markedsføring virkelig en vitenskap?

Kunne ikke finne tidsskrift Revang, Ø p. 230-243

Article Fred Selnes, Roy Howell (1998)

The Effect of Product Expertise on Decision Making and Search for Written and Sensory Information

? 26

Article Fred Selnes (1998)

Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships

European Journal of Marketing 32(3/4)

Shows 4 of 4 publication(s)

Interview Auke Hunneman, Fred Erling Selnes, Espen Alexander Jütte (2017)

Feiltolkning av reklameeffekt

Feature article Fred Erling Selnes (2016)

Misliker reklame på Facebook

Feature article Fred Erling Selnes (2016)

To digitale reklamefeller

Interview Fred Erling Selnes, Cecilie Staude (2016)

Digital reklame: Mye penger ut av vinduet

Shows 5 of 19 publication(s)

Textbook Fred Erling Selnes, Even Johan Lanseng (2024)

Marketing Management: A Customer-Centric Approach

Sage Publications

Textbook Even Johan Lanseng, Fred Erling Selnes (2024)

Markedsføringsledelse et kundesentrisk perspektiv

Fagbokforlaget

Article Fred Erling Selnes, Michael D. Johnson (2022)

Manage Your Customer Portfolıo for Maximum Lifetime Value

MIT Sloan Management Review 64(1) p. 22-27

Conference lecture Afra Koulaei, Fred Erling Selnes, Håvard Ness (2019)

Membership Change in Advertising Teams: The Role of Market Knowledge and Task Elaboration

Academy of Management Annual Meeting 2019

Article Auke Hunneman, Fred Erling Selnes, Juette Espen (2019)

Feilvurdering av digital reklameeffekt

BI Marketing Magazine p. 22-23

Book chapter Adeel Ahmed Tariq, Fred Erling Selnes, Radu Dimitriu (2019)

Ready to Let Go! The Impact of Consumers’ Task Expertise on the Intention to Adopt Autonomous Products.

2019 AMA Winter Academic Conference. Understanding Complexity, Transforming the Marketplace. p. 280-280

Conference lecture Ruohao Sun, Fred Erling Selnes, Auke Hunneman (2018)

Promotion and Grocery Store Performance: The Role of Promotion Scope

2018 AMA Summer Educator Conference

Conference lecture Ajmal Hafeez, Marit Gundersen Engeset, Fred Erling Selnes, Radu Dimitriu (2017)

Consumer adoption of radically new products: The role of expected learning opportunities.

AMA Winter Conference

Conference lecture Ruohao Sun, Fred Erling Selnes, Auke Hunneman (2017)

Price Promotion Strategy and Retailer Performance

2017 ISMS Marketing Science Conference

Conference lecture Ruohao Sun, Fred Erling Selnes, Auke Hunneman (2017)

The More, The Better? Price Promotion And Retailer Performance

EMAC Conference

Article Cecilie Staude, Fred Erling Selnes (2016)

Hvordan lykkes med reklame på facebook

kampanje.com

Book Fred Selnes, Even Johan Lanseng (2014)

Markedsføringsledelse : med digitale verktøy

Gyldendal Akademisk

Book Tor W. Andreassen, Fred Selnes (2001)

Service Helter Service Heroes

Stølen Media

Conference lecture Håvard Hansen, Kåre Sandvik, Fred Selnes (2001)

When Customers Develop Commitment to the Service Employee: Exploring the Direct and Indirect Effects on the Propensity to Stay

Academy of Consumer Research Conference

The paper presents a model for understanding how the consumers’ commitment to the service employee affects the propensity to stay with the company. The model consists of two kinds of commitment, calculative and affective, and includes both commitments to the service employee and to the service firm. The model is tested with a sample of bank customers. The findings support the important role of the service employee as a means to attach the customers to the firm. Moreover, the service employee is an important source of customers’ commitment to the service firm, indicating that the service employee indeed contributes to customer loyalty.

Conference lecture Håvard Hansen, Kåre Sandvik, Fred Selnes (2001)

When consumers develop commitment to the service employee: Exploring the direct and indirect effects on the propensity to stay

The 32nd Annual ACR-conference

Report Fred Selnes, Håvard Hansen (2000)

Elektronisk relasjonsbygging. Kan bedriften styrke kunderelasjonen gjennom aktiv bruk av sin Internett-tjeneste?

Handelshøyskolen BI

Report Fred Selnes (2000)

En verdiskapende handel. Fra lokale kjøpmenn til internasjonale strateger

Handelshøyskolen BI

Conference lecture Kjell Grønhaug, Fred Selnes (1997)

When does it pay-off to exceed customers' expectations: The importance of differentiating should- and could expectations

New and Evolving Paradigms. The Emerging Fuuture of Marketing

The authors address the important issue of when suppliers should exce ed customers expectations by analyzing how supplier behavior creates positive negative affect and cognitive responses in terms of satisfac tion, and subsequently behavioral intentions in terms of share of bus iness with the focal supplier, motivation to continue the relationshi p, likelihood of positive word of mouth, and motivation to expand the scope of the relationship. Recent research has suggested that affect ive responses to disconfirmation of expectations are important, but h as mainly focused on consumer markets. The authors extend past resear ch by examining affective and cognitive responses in an industrial co ntext, and the suppliers' performance in buyer-seller relationship. I n a study of 150 established buyer-seller relationships in the indust rial telecommunication market, they found that customers' affective r esponses to supplier reliability were different from their responses to supplier benevolence. Low supplier reliability created negative af fect, and high supplier benevolence created positive affect. However, high reliability did not create positive affect, and low supplier be nevolence did not create ne

Article Torger Reve, Fred Selnes (1994)

Relasjonsmarkedsføring: Keiserens nye klær?

Praktisk økonomi og ledelse 10(2) p. 61-72

Academic Degrees
Year	Academic Department	Degree
1986	Norwegian School of Economics, NHH	Ph.D.
1982	Northwestern University	Master of Science
1980	BI	Master of Business Administration

Work Experience
Year	Employer	Job Title
2015 - Present	BI Norwegian Business School	Professor
2012 - 2015	USN	Professor
1996 - 2012	BI Norwegian Business School	Professor