Employee Profile

Geir Gripsrud

Professor Emeritus

Department of Marketing

Room number C4Y-065-066
E-mail geir.gripsrud@bi.no

Publications

Shows 5 of 22 publication(s)

Article Geir Gripsrud, Auke Hunneman, Carl Arthur Solberg (2023)

Speed of internationalization of new ventures and survival in export markets

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

Speed of internationalization may refer to how early a new venture goes abroad as well as how fast it expands its activities post-entry. The present paper incorporates both aspects and analyzes to what extent several dimensions of speed influence the ability of new ventures to survive in export markets. Based upon extant theories, two perspectives are deduced – a Learning perspective and a Resource perspective – leading to partly contrasting hypotheses. The hypotheses are tested based upon a unique data set consisting of all new ventures established in Norway a specific year that started to export goods in the following nine years. Among the findings are that survival rates increase when ventures go international immediately after inception and when they expand rapidly into new countries rather than focusing on expanding their export share in a limited number of markets, thus lending support to the Resource perspective.

Article Geir Gripsrud, Auke Hunneman, Carl Arthur Solberg (2015)

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

Advances in International Marketing 26 p. 1-14

Chapter Geir Gripsrud, Auke Hunneman, Carl Arthur Solberg (2015)

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

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

Article Erik Bertin Nes, Geir Gripsrud (2014)

When does it pay off to link a brand name to a country?

Journal of Euromarketing 23(1-2) p. 22-36 Doi: https://doi.org/10.9768/0023.01-2.022

Chapter Geir Gripsrud (2012)

Fra Ski-VM til Vinter-OL i Oslo?

Ski-VM 2011 : planlegging og gjennomføring p. 343-364

Article Nina Veflen Olsen, Geir Gripsrud (2011)

Comparing internal and alliance-based New Product Development processes: case studies in the food industry

International Journal of Product Development 13(3) p. 245-261 Doi: https://doi.org/10.1504/IJPD.2011.040269

Companies may simultaneously pursue different new product development (NPD) strategies. This article reports a comparative two case design study of in-house NPD projects as well as alliance based NPD projects in a food company. Two contradicting proposition’s of the efficiency of NPD in an alliance compared to NPD performed internally are stated, and the findings indicate that the alliance based NPD solution creates a better context for NPD than the in-house solution. Less forwarding of unsolved problems between the departments and a better communication is observed within the alliance. The observed pattern may be interpreted in terms of the framework developed by evolutionary economics, which states that what a firm can do is mainly determined by its organizationally embedded routines. We propose that the observed differences are explained by in-house routine failure, and highlight the importance of including routines when investigating the efficiency of new product development in alliances.

Article Geir Gripsrud, Erik B. Nes, Ulf Henning Olsson (2010)

Effects of Hosting a Mega-Sport Event on Country Image

Event Management 14 p. 193-204

Article Vilte Auruskeviciene, Asta Pundziene, Vida Skudiene, Geir Gripsrud, Erik B. Nes, Ulf Henning Olsson (2010)

Change of Attitudes and Country Image after Hosting Major Sport Events

Engineering Economics 21(1) p. 53-59

Article Geir Gripsrud (2009)

Pristilbud - veiledning eller villedning?

Magma forskning og viten 12(4) p. 39-44

Article Geir Gripsrud (2008)

OL og markedsføring av land

Magma forskning og viten 11(2) p. 40-47

Chapter Geir Gripsrud (2007)

Kjeder, men ikke kjedelig: Norsk dagligvarehandel 1977-2007

Makt, mening og struktur: festskrift til Sigmund Grønmo, Odd Gåsdal et al. (red.) p. 73-87

Article Geir Gripsrud, Carl Arthur Solberg, Arne Morten Ulvnes (2006)

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

Advances in International Marketing p. 135-157

Article Geir Gripsrud, Marianne Jahre, Göran Persson (2006)

Supply Chain Management - back to the Future?

International Journal of Physical Distribution & Logistics Management 36(8) p. 643-659

Article Geir Gripsrud, Gabriel R.G. Benito (2005)

Internationalization in Retailing: Modeling the Pattern of Foreign Market Entry

Journal of Business Research 58(12) p. 1672-1680

Chapter Geir Gripsrud (2004)

The marketing discipline and distribution research: Time to regain lost territory?

Håkansson, H., Harrison, D., Waluszewski, A. (eds): Rethinking Marketing p. 189-206

Chapter Geir Gripsrud, Gabriel R.G. Benito (2001)

Promotion of products from developing coutries : an overview and assessment of import promotion efforts

Trade and investment in a globalising world/ed. by Rajneesh Narula

Article Gabriel R.G. Benito, Geir Gripsrud (1999)

Promoting efforts from developing countries: An empirical test of the impact of import promotion offices

The international trade journal 13(2) p. 187-209

Article Kjell Grønhaug, Geir Gripsrud (1998)

Exploring the Robustness of Organizational Buying Knowledge: The Case of Purchase Behavior in Public Schools

? 47(4)

Chapter Geir Gripsrud, P.J. Buckley, P.N. Ghauri (1998)

The expansion of foreign direct investments: discrete rational location choices or a cultural learning process?

The Internationalization of the Firm. A reader

Chapter Gabriel R G Benito, Geir Gripsrud (1995)

The internationalization process approach to the location of foreign direct investments: An empirical analysis

The Location of Foreign Direct Investment: Geographic and Business Approaches p. 43-58

Article Geir Gripsrud, Gabriel R G Benito (1995)

Promoting imports from developing countries: A marketing perspective

Journal of Business Research 32(2) p. 141-148

Article Gabriel R G Benito, Geir Gripsrud (1992)

The expansion of foreign direct investments: Discrete rational location choices or a cultural learning process?

Journal of International Business Studies 23(3) p. 461-476

Shows 1 of 1 publication(s)

Feature article Geir Gripsrud, Bodil Lindestad (1998)

Eiendomsmeklere og boligbyggelag

Shows 5 of 26 publication(s)

Conference lecture Even Johan Lanseng, Geir Gripsrud, Erik Bertin Nes (2025)

Exploring branding and co-country branding

Consortium for International Marketing Research, CIMAR 2025

Conference lecture Even Johan Lanseng, Geir Gripsrud, Erik Bertin Nes (2021)

Perception of multiple country-of-brand origins and the effect of foreign-sounding brand names on attitude

2021 AMA Global Marketing SIG Conference

Book Ragnhild Silkoset, Ulf H. Olsson, Geir Gripsrud (2021)

Metode, dataanalyse og innsikt

Cappelen Damm Akademisk

Book Geir Gripsrud, Ulf Henning Olsson, Ragnhild Silkoset (2021)

Metode, dataanalyse og innsikt

Cappelen Damm Akademisk

Book James E Sallis, Geir Gripsrud, Ulf H. Olsson, Ragnhild Silkoset (2021)

Research Methods and Data Analysis for Business Decisions A Primer Using SPSS

Springer

Textbook Arne Nygaard, Geir Gripsrud, Eirill Bø (2018)

Ledelse av Forsyningskjeder

Fagbokforlaget

Conference lecture Geir Gripsrud, Auke Hunneman, Carl Arthur Solberg (2015)

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

ANZIBA 2015

Conference lecture Geir Gripsrud, Auke Hunneman, Carl Arthur Solberg (2015)

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

CiMaR 2015

Conference lecture Carl Arthur Solberg, Geir Gripsrud, Auke Hunneman (2014)

Redefining Born Globals? A cohort analysis of Norwegian Born Globals

New Research Themes in International Entrepreneurship

Report Carl Arthur Solberg, Geir Gripsrud, Auke Hunneman (2014)

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

Handelshøyskolen BI

Textbook Arne Nygaard, Geir Gripsrud, Eirill Bø (2013)

Ledelse av Forsyningskjeder

Fagbokforlaget

Conference lecture Erik Bertin Nes, Geir Gripsrud (2010)

Country of origin image and brand image congruence: The impact on brand equity

International Marketing Trends Conference

Textbook Geir Gripsrud, Ulf Henning Olsson, Ragnhild Silkoset (2010)

Metode og dataanalyse. Beslutningsstøtte for bedrifter ved bruk av JMP

Cappelen Damm Høyskoleforlaget

Textbook Geir Gripsrud, Ragnhild Silkoset (2010)

Metode og Dataanalyse: Beslutingsstøtte for bedrifter ved bruk av JMP. Oppgavesamling

Cappelen Damm Høyskoleforlaget

Conference lecture Geir Gripsrud (2009)

The changing marketing discipline and the search for a "differential advantage"

EMAC Annual Conference 2009

Conference lecture Geir Gripsrud, Erik Bertin Nes, Ulf Olsson (2006)

Effects on country image by hosting a major sports event

Anziba

Textbook Geir Gripsrud, Ulf Henning Olsson, Ragnhild Silkoset (2004)

Metode og Dataanalyse. Med fokus på beslutninger i bedrifter

Cappelen Damm Høyskoleforlaget

Conference lecture Gabriel R.G. Benito, Geir Gripsrud (2002)

Internationalization in Retailing: Explaing The Pattern of Foreign Market Entry

EIBA Annual Conference

Report Per Ingvar Olsen, Geir Gripsrud (2002)

Persktiver for norsk jordbruksvaresektor

Handelshøyskolen BI

Conference lecture Geir Gripsrud, Carl Arthur Solberg, Arne Morten Ulvnes (2001)

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

30th EMAC Conference

Conference lecture Geir Gripsrud, Carl Arthur Solberg, Arne Morten Ulvnes (2001)

Information Collection Behavior and Performance in Export Channels

14th IMP Annual Conference, September 3-5

Conference lecture Geir Gripsrud, Carl Arthur Solberg, Arne Morten Ulvnes (2001)

Exporters information collection behavior: An Exploratory Study

IMP konferanse

Report Geir Gripsrud, Nina Veflen Olsen (2001)

Hvordan virker samvirker? Markedsorientering og produktuvikling i norsk landbrukssamvirke

Handelshøyskolen BI

Offentlige myndigheter har siden 1930-årene brukt salgssamvirkene i landbruket til å ”regulere” markedene for landbruksprodukter i Norge. Landbrukspolitikken er nå i ferd med å bli mer markedsbasert, og behovet for konkurranse og forbrukerretting understrekes gjerne uten at man vil forlate reguleringspolitikken helt. Salgssamvirkene var i utgangspunktet produksjonsorienterte. Formålet med denne rapporten er å drøfte hvor markedsorienterte salgsorganisasjonene i norsk landbrukssamvirke er i dag, og hva som eventuelt kan gjøres for å få dem mer markedsorienterte. I denne forbindelsen har vi fokusert spesielt på den produktutviklingen som skjer i de tre store salgssamvirkene TINE Norske Meierier, Norsk Kjøtt og Prior Norge. Den tradisjonelle samvirkemodellen blir diskutert innledningsvis, og vi framholder at åpent medlemsskap og kollektiv kapital ikke gjør det spesielt attraktivt for medlemmene/eierne å investere i selskapet. Markedsorientering defineres på ulike måter innenfor markedsføringslitteraturen. Vi gjennomgår litteraturen og kommer fram til tre forskjellige tilnærmingsmåter: a) Markedsorientering som en ledelsesfilosofi, hvor man alltid starter med kundenes behov, b) Markedsorientering som informasjonsinnsamling, spredning og iverksettelse av tiltak, c) Markedsorientering som en læringsstrategi, hvor det legges vekt på balanse mellom en utnyttende og en utforskende strategi når det gjelder produktutvikling. Ved hjelp av en intervjuguide som dekker alle de tre aspektene ved begrepet er det gjennomført 3-4 intervjuer med sentrale ledere fra markeds- og FoU avdelingene i hver av de tre salgssamvirkene. I tillegg har vi gjennomgått årsrapportene for de ti siste år for å kartlegge hva som sies om produktutvikling. Vi konkluderer med at en råvaredrevet produktutvikling finnes i alle de tre organisasjonene, selv om markedet også driver mye av produktutviklingen. Prior synes å være den organisasjonen som er kommet lengst når det gjelder å styre produksjonen av bestemte råvarekvaliteter. På den annen side satser TINE mest på å samle inn markedsinformasjon for å kartlegge utviklingen i forbrukernes preferanser. Avslutningsvis diskuterer vi kort de utfordringene som salgssamvirkene står overfor i tida framover.

Textbook Geir Gripsrud, Ulf Henning Olsson (1999)

Academic Degrees
Year	Academic Department	Degree
1971	University of Oslo	Master Cand. Oecon

Work Experience
Year	Employer	Job Title
2016 - Present	BI Norwegian Business School	Professor emeritus
1991 - 2016	BI Norwegian Business School	Professor
2010 - 2013	BI Norwegian School of Management	Dean Master of Science
1998 - 2007	Norwegian School of Management	Dean Bachelor Programs
1999 - 2001	BI Norwegian Business School, Center for Research on Cooperatives	Director
1995 - 1996	Copenhagen Business School, Department of Marketing	Visiting Professor
1988 - 1991	BI Norwegian Business School	Research Professor
1988 - 1989	California State University, Long Beach	Part-time Lecturer
1986 - 1988	Export Council of Norway	Research Director,
1984 - 1988	BI Norwegian Business School	Adjunct Associate Professor
1976 - 1986	Norwegian Fund for Market and Distribution Research	Research Director
1982 - 1983	Norwegian School of Economics and Business	Visiting Associate Professor
1972 - 1976	Norwegian Fund for Market and Distribution Research	Research Associate

Geir Gripsrud

Publications

Speed of internationalization of new ventures and survival in export markets

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

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

When does it pay off to link a brand name to a country?

Fra Ski-VM til Vinter-OL i Oslo?

Comparing internal and alliance-based New Product Development processes: case studies in the food industry

Effects of Hosting a Mega-Sport Event on Country Image

Change of Attitudes and Country Image after Hosting Major Sport Events

Pristilbud - veiledning eller villedning?

OL og markedsføring av land

Kjeder, men ikke kjedelig: Norsk dagligvarehandel 1977-2007

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

Supply Chain Management - back to the Future?

Internationalization in Retailing: Modeling the Pattern of Foreign Market Entry

The marketing discipline and distribution research: Time to regain lost territory?

Promotion of products from developing coutries : an overview and assessment of import promotion efforts

Promoting efforts from developing countries: An empirical test of the impact of import promotion offices

Exploring the Robustness of Organizational Buying Knowledge: The Case of Purchase Behavior in Public Schools

The expansion of foreign direct investments: discrete rational location choices or a cultural learning process?

The internationalization process approach to the location of foreign direct investments: An empirical analysis

Promoting imports from developing countries: A marketing perspective

The expansion of foreign direct investments: Discrete rational location choices or a cultural learning process?

Eiendomsmeklere og boligbyggelag

Exploring branding and co-country branding

Perception of multiple country-of-brand origins and the effect of foreign-sounding brand names on attitude

Metode, dataanalyse og innsikt

Metode, dataanalyse og innsikt

Research Methods and Data Analysis for Business Decisions A Primer Using SPSS

Ledelse av Forsyningskjeder

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

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

Redefining Born Globals? A cohort analysis of Norwegian Born Globals

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

Ledelse av Forsyningskjeder

Country of origin image and brand image congruence: The impact on brand equity

Metode og dataanalyse. Beslutningsstøtte for bedrifter ved bruk av JMP

Metode og Dataanalyse: Beslutingsstøtte for bedrifter ved bruk av JMP. Oppgavesamling

The changing marketing discipline and the search for a "differential advantage"

Effects on country image by hosting a major sports event

Metode og Dataanalyse. Med fokus på beslutninger i bedrifter

Internationalization in Retailing: Explaing The Pattern of Foreign Market Entry

Persktiver for norsk jordbruksvaresektor

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

Information Collection Behavior and Performance in Export Channels

Exporters information collection behavior: An Exploratory Study

Hvordan virker samvirker? Markedsorientering og produktuvikling i norsk landbrukssamvirke

Markedsanalyse

Markedsanalyse. Kompendium

Markeds- og distribusjonsforskning i Norge