Sande received his PhD from the Norwegian University of Life Sciences (NMBU), department of Natural Resource Management, in 2008, while also following the PhD-program at the Norwegian School of Economics and Business Administration. His dissertation dealt with the development and use of common ground in industrial buyer supplier relationships. Sande has also been a fellow at the World Forest Institute in Portland Oregon and a visiting scholar at Turku School of Economics in Turku, Finland.
Since 2008 Sande has worked as associate professor in the Department of Marketing at BI Norwegian Business School, teaching business-to-business marketing and international marketing.
Research areas
Sandes main research interests include
- marketing strategy
- interorganizational relationships and contracting
- business-to-business marketing
- public procurement
- distribution channels and sales force design
Sandes approach to these topic follows in general the logic of organizational economics, such as transaction cost economics and agency theory, as well as theories of relational exchange, communication, social psychology and problem solving. Organizational economics emphasize that parties to firms and individuals are often motivated solve problems and create value together, but various challenges make it difficult. These challenges include both cooperation challenges, arising due to conflicting interests, and coordination challenges, arising because the parties' actions are interdependent and should be coherent with one another. Organizations can overcome these challenges and maximize value creation by identifying appropriate contract designs, norms, incentive systems, and structures of shared knowledge.
Jon Bingen Sande is currently responsible for work-package 9 on public procurement at C3 Centre for Connected Care.
Teaching areas Bachelor-level:
MRK 3502 Bedriftsmarkedsføring, salg og forhandlinger
EXC 3602 International marketing.
Endogeneity is a crucial problem in survey-based empirical research on marketing strategy (MS) and inter-organizational relationships (IORs); if not addressed, it can cause researchers to arrive at flawed conclusions and to offer poor advice to practitioners. Although the field is increasingly cognizant of endogeneity-related issues, many authors fail to properly address it, particularly in survey-based research. Emphasizing the role of essential heterogeneity, this article develops an overarching framework to help improve the understanding of endogeneity problems and how to tackle them when researchers use cross-sectional survey-based data. The authors provide explanations of and advice for how MS and IOR researchers can address six “painful” and sometimes hidden decisions: 1) Do you have an endogeneity problem? 2) What technique/estimator is appropriate? 3) What instrumental variables (IVs) should be chosen? 4) How should IVs be evaluated empirically? 5) How should the results be interpreted and evaluated? and 6) What results should you report? The authors provide a practical flowchart to guide researchers in their efforts to address endogeneity-related concerns.
Korhonen-Sande, Silja & Sande, Jon Bingen (2016)
Improving customer knowledge transfer in industrial firms: how does previous work experience influence the effect of reward systems?
Studies show that failing to align formal contracts with transaction attributes reduces relationship performance. However, few studies consider either how the effects of misalignment differ across outcome types or the mechanisms through which misalignment affects performance. This study examines the effects of misaligned formal contracting on two types of outcomes, i.e., end-product enhancements and cost reductions, and on one mechanism through which misalignment affects performance, i.e., relational contracting. Using survey data from 305 buyer–supplier relationships in the Scandinavian wood industry, the findings suggest that (1) misalignment has a significantly stronger negative effect on end-product enhancements than on cost reductions, and (2) relational contracts mediate the effect of misaligned formal contracting on performance. Firms in the sample experience significant misalignment-related losses of 10.3% and 5.3% in end-product enhancements and cost reductions, respectively. The findings suggest that misalignment is particularly harmful to performance outcomes that rely on relational contracting, such as end-product enhancements.
Korhonen-Sande, Silja & Sande, Jon Bingen (2014)
Getting the most out of cross-functional cooperation: Internal structural change as a trigger for customer information use
Consumers' choices play a key role for the development of biomass heating in the residential sector. The city of Oslo has granted subsidies to households who change to new, improved low-emission woodstoves. The purpose of this study is to expand the knowledge about users' experiences and attitudes to residential biomass heating. An adapted model of the Theory of Planned Behavior was used to model households' inclination to continue using their woodstoves for heating. More than 800 questionnaires were collected from households that recently had invested in an improved woodstove. The respondents were satisfied with the new woodstoves. The respondents also considered themselves competent to use and maintain the stove and few had problems acquiring fuelwood. Further analyses showed that the intention to continue to use the new woodstove depends on economic benefits, heating performance, perceived time and effort to operate the stove, environmental effects of heating as well as perceived subjective norm. The results imply that when marketing a modern technology for bioenergy heating, both public authorities and producers should consider issues related to the users' perception of subjective norm, such as perceived status of using bioenergy or environmental concerns, when designing campaigns to promote the use of woodstoves. (C) 2008 Elsevier Ltd. All rights reserved.
Sande, Jon Bingen (2007)
Governance of supplier-customer relations: an empirical review
The forest industry is riddled with marketing exchange relationships. The parties to exchanges may have diverging goals and interests, but still depend upon each other due to non-redeployable specific assets. Formal and relational contracts may be used to deal with the resulting cooperation problems. This paper proposes a framework based on transaction cost economics and relational exchange theory, and examines to what extent empirical research has found formal and relational contracts to deal with three different governance problems. To that end, I review the results from 3 studies in a range of settings. These studies generally support the view that exchanges characterized by high degrees of specific assets should be supported by formal and relational contracts.
Baudin, Anders; Eliasson, Lars, Gustafsson, Åsa, Hagström, Lina, Helstad, Klara, Nyrud, Anders Qvale, Sande, Jon Bingen, Haartveit, Erlend Y. & Ziethén, Rune (2005)
ICT and the Wood Industry
Information Technology and the Forest Sector, , s. 129-149.
Nyrud, Anders Qvale; Michie, Bruce & Sande, Jon Bingen (2004)
Investigating globalization: The case of forest products markets
Scandinavian Forest Economics, 40, s. 315-326.
Sande, Jon Bingen; Korhonen-Sande, Silja & Haugland, Sven Arne (2024)
Hvordan lykkes med kunde—leverandørrelasjoner i skog- og trebasert industri?
[Kronikk]
Olsen, Per Ingvar; Sande, Jon Bingen & Abrahamsen, Morten H. (2020)
Tre tiltak som gir helsevesenet utstyret det trenger
[Kronikk]
Sande, Jon Bingen & Olsen, Lars Erling (2019)
Grønn markedsføring og offentlige anskaffelser
Magma forskning og viten [Kronikk]
Farbrot, Audun; Korhonen-Sande, Silja & Sande, Jon Bingen (2015)
Lytter mer til kunden i urolige tider
[Internet]
Jakobsen, Roar; Haugland, Sven Arne, Sande, Jon Bingen & Hvidsten, Oddgeir (2014)
Hindrer privatisering
[Kronikk]
Stepanova, Anna; Sande, Jon Bingen & Wathne, Kenneth Henning (2025)
When Should Organizations Outsource Problem Solving? Balancing Functional and Technical Requirement Specifications in Public Procurement
[Conference Lecture]. Event
Yilmaz, Tuba; Stepanova, Anna & Sande, Jon Bingen (2025)
Controlling Third-party Opportunism in Public Procurement Projects
[Conference Lecture]. Event
Stepanova, Anna; Sande, Jon Bingen & Wathne, Kenneth Henning (2024)
When Should Organizations Outsource Problem Solving? Balancing Functional and Technical Requirement Specifications in Public Procurement
[Conference Lecture]. Event
Stepanova, Anna; Sande, Jon Bingen & Wathne, Kenneth Henning (2024)
Organizing Problem Solving in Interorganizational Relationships: The Role of Functional and Technical Requirement Specifications
[Conference Lecture]. Event
Sande, Jon Bingen (2023)
Relasjonskontrakter i offentlige anskaffelser
[Lecture]. Event
Sande, Jon Bingen (2023)
Relasjonskontrakter i offentlige anskaffelser på e-helsefeltet
[Lecture]. Event
Sande, Jon Bingen (2023)
Guide til kompleks problemløsing i anskaffelser - Steg for steg for å lykkes
Sande, Jon Bingen (red.). Håndbok i helseinnovasjon. Forskningsbaserte råd og verktøy for å forme fremtidens helsetjeneste
Sande, Jon Bingen (2023)
Hvordan bruke relasjonskontrakter i offentlige anskaffelser - Gode råd for et vellykket samarbeid mellom offentlige og private aktører
Sande, Jon Bingen (red.). Håndbok i helseinnovasjon. Forskningsbaserte råd og verktøy for å forme fremtidens helsetjeneste
Sande, Jon Bingen (2023)
Hva er problemet med offentlige anskaffelser? Utfordringer og muligheter for gode samarsbeid med private leverandører
Sande, Jon Bingen (red.). Håndbok i helseinnovasjon. Forskningsbaserte råd og verktøy for å forme fremtidens helsetjeneste
Sande, Jon Bingen (2023)
Relasjonskontrakter i offentlige anskaffelser
[Lecture]. Event
Sande, Jon Bingen; Abrahamsen, Morten H., Wathne, Kenneth Henning, Jensen, Henrik & Ghosh, Mrinal (2022)
Relasjonskontrakter i offentlige anskaffelser på e-helsefeltet
[Report Research]. Handelshøyskolen BI
Denne rapporten sammenfatter store deler av forskningen på offentlige anskaffelser og relasjonskontrakter som har blitt gjort ved C3 Senter for fremtidig helse. Rapporten beskriver grunnleggende egenskaper og utfordringer ved offentlige anskaffelser og kontrakter, og hvordan innkjøpere kan analysere og beskrive anskaffelsesprosjekter og transaksjoner med leverandørene. Det utvikles et verktøy for vurdering og overvåking av transaksjonsegenskaper og transaksjonskostnader i offentlige anskaffelser, basert på at kontraktsformer bør tilpasses den enkelte transaksjon og dens egenskaper. Data fra et større datasett identifiserer store og systematiske forskjeller mellom offentlige og private anskaffelser. Offentlige kontrakter i Norge er mer detaljerte enn private kontrakter, og transaksjonene er preget av mindre investeringer, svakere relasjonskontrakter, mindre gjensidig forståelse, og svakere innovasjonsresultater enn transaksjoner mellom industribedrifter i Norge. Rapporten gir en inngående forklaring av hva relasjonskontrakter er, og hva som kjennetegner relasjonskontrakter og to viktige spørsmål som bør stilles av alle som forsøker å benytte seg av relasjonskontrakter. Er relasjonskontrakten tydelig? Er relasjonskontrakten troverdig? Tentative analyser tyder på at relasjonskontrakter mellom offentlige innkjøpere og deres leverandører blir sterkere og mer troverdige når (1) begge parter har gjort store transaksjonsspesifikke investeringer, (2) leverandørens unilaterale transaksjonsspesifikke investeringer støttes av langsiktige kontrakter, og (3) produktkompleksitet og teknologisk usikkerhet håndteres gjennom mer detaljerte formelle kontrakter som spesifiserer blant annet rolle, ansvar, forpliktelser, rettigheter, og hvordan partene skal tilpasse seg uventede situasjoner. Rapporten presenterer et verktøy for å beskrive relasjonskontrakten og den gjensidige forståelsen mellom partene. Rapporten forteller også om vår forskning på innovasjonspartnerskap, der det viktigste funnet er at innovasjonspartnerskapet som prosedyre er et viktig tilskudd til innkjøperes verktøykasse som kan bidra til læring og til mobilisering for systemiske endringer i offentlig sektor. Samtidig har innovasjonspartnerskapet begrensninger, blant annet at prosjektperiodene er svært korte, og at problemene som de forsøker å løse ofte leder fram til mer inkrementelle endringer, snarere enn radikal og disruptiv innovoasjon.
Sande, Jon Bingen; Korhonen-Sande, Silja & Haugland, Sven Arne (2022)
Market Governance In Ongoing Buyer-Supplier Relationships: Antecedents, Governance, Complementarities, and Performance Consequences
[Conference Lecture]. Event
Sande, Jon Bingen; Korhonen-Sande, Silja & Haugland, Sven Arne (2022)
Understanding shared knowledge in buyer-supplier relationships
[Conference Lecture]. Event
Sande, Jon Bingen & Astvansh, Vivek (2022)
Endogeneity Correction and Text Mining in B2B Research (SS & Workshop)
[Conference Lecture]. Event
Sande, Jon Bingen; Wathne, Kenneth Henning, Ghosh, Mrinal & Jensen, Henrik (2021)
The role of cross-understanding in complex problem solving in interorganizational relationships
[Conference Lecture]. Event
Sande, Jon Bingen; Wathne, Kenneth Henning, Ghosh, Mrinal & Jensen, Henrik (2021)
The role of cross-understanding in complex problem solving in interorganizational relationships
[Conference Lecture]. Event
Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2019)
A problem-finding and problem-solving perspective to customer solutions: the role of cross-understanding and relational contracting
[Conference Lecture]. Event
Sande, Jon Bingen; Korhonen-Sande, Silja & Haugland, Sven Arne (2018)
Deploying Price Governance and Relational Norms for Improving Cost Reduction Outcomes in Buyer-supplier Exchanges
[Conference Lecture]. Event
Sande, Jon Bingen; Korhonen-Sande, Silja & Haugland, Sven Arne (2018)
Deploying Market Price Governance and Relational Norms for Improving Cost Reduction Outcomes in Buyer-Supplier Exchanges
[Conference Lecture]. Event
Jensen, Henrik & Sande, Jon Bingen (2018)
The Importance of Business-to-Government Contracts and Why They Often Fail (To Meet Expectations)
[Conference Lecture]. Event
Jensen, Henrik & Sande, Jon Bingen (2018)
Offentlige anskaffelser for innovasjon - hvorfor så vanskelig?
[Lecture]. Event
Sande, Jon Bingen & Jensen, Henrik (2017)
Gode kunde—leverandør-relasjoner: hvordan de bygges og gir resultater
[Lecture]. Event
Korhonen-Sande, Silja; Sande, Jon Bingen & Haugland, Sven Arne (2017)
Being effectively efficient in mature industries - How do price governance and relational norms influence cost reduction and innovation outcomes?
[Conference Lecture]. Event
Korhonen-Sande, Silja; Sande, Jon Bingen & Haugland, Sven Arne (2017)
The joint effect of shared organizational knowledge and purchasing centralization on buyer's cost reduction outcomes and innovativeness
[Conference Lecture]. Event
Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2017)
Microfoundations of Value Creation and Relational Contracting in B2B Relationships: the Role Cross-understanding
[Conference Lecture]. Event
Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2017)
Microfoundations of value creation and relational contracting in B2B relationships: The role of cross-understanding
[Conference Lecture]. Event
Sande, Jon Bingen (2016)
Hvordan tilrettelegge for innovative anskaffelser i spesialisthelsetjenesten?
[Lecture]. Event
Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2016)
The Micro-Foundations of Value Creation in B2B Relationships: The Role of Cross-Understanding
[Conference Lecture]. Event
Sande, Jon Bingen (2016)
Kunde- og leverandørrelasjoner i prosjektvirksomhet: Hva kjennetegner gode kunde—leverandør-relasjoner?
[Lecture]. Event
Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2016)
Does interorganizational cross-understanding matter in buyer-supplier relationships?
[Conference Lecture]. Event
Sande, Jon Bingen (2016)
Analyzing cases in business-to-business marketing
[Lecture]. Event
Biong, Harald; Nes, Erik Bertin & Sande, Jon Bingen (2016)
Markedsføring på bedriftsmarkedet 4. utgave
[Textbook]. Universitetsforlaget
Sande, Jon Bingen (2016)
Klassiske kontrakter eller relasjonskontrakter – hva gir best resultater?
[Lecture]. Event
Sande, Jon Bingen (2014)
Kontraktshåndtering og relasjonsutvikling i business-to-business markedsføring – et strategisk perspektiv
[Lecture]. Event
Sande, Jon Bingen (2013)
The second-generation empirical research on transaction cost economics – A review of the approaches
[Conference Lecture]. Event
Jakobsen, Roar; Sande, Jon Bingen & Haugland, Sven Arne (2013)
Service procurement in public sector: The influence of the institutional context on the decision makers' attentiveness to transaction cost considerations
[Conference Lecture]. Event
Jakobsen, Roar; Sande, Jon Bingen & Haugland, Sven Arne (2013)
Service procurement in service sector: The influence of the institutional context on the decision makers' attentiveness to transaction cost considerations
[Conference Lecture]. Event
Korhonen-Sande, Silja & Sande, Jon Bingen (2013)
REWARD SYSTEMS AND NORMS FOR CUSTOMER KNOWLEDGE TRANSFER: THE MODERATING ROLE OF PREVIOUS WORK EXPERIENCE
[Conference Lecture]. Event
Sande, Jon Bingen & Haugland, Sven A (2012)
Antecedents and performance implications of misaligned formal contracting in industrial buyer-supplier relationships
[Conference Lecture]. Event
Sande, Jon Bingen & Wathne, Kenneth Henning (2012)
Measuring relational norms as higher-order belief structures
[Conference Lecture]. Event
Sande, Jon Bingen & Haugland, Sven Arne (2012)
The consequences of misaligned formal contracting for relational contracting
[Conference Lecture]. Event
Sande, Jon Bingen & Ghosh, Mrinal (2010)
Tackling endogeneity in marketing strategy and inter-organizational research: A review
[Report Research]. Handelshøyskolen BI
Sande, Jon Bingen & Haugland, Sven A (2010)
Detailed contract drafting in industrial buyer-supplier relationships: consequences of misaligned governance
[Conference Lecture]. Event
Sande, Jon Bingen & Haugland, Sven A (2010)
Formal contractual governance, relational norms and relationship performance in industrial buyer-supplier relationships
[Report Research]. Handelshøyskolen BI
Sande, Jon Bingen & Haugland, Sven A (2010)
Detailed contract drafting in industrial buyer-supplier relationships: consequences of misaligned governance
[Conference Lecture]. Event
Sande, Jon Bingen & Korhonen-Sande, Silja (2009)
Customer information use by non-marketing managers: the impact of high structural flux and resource inadequacy
[Conference Lecture]. Event
Sande, Jon Bingen & Hauglan, Sven A. (2009)
A knowledge-based view of relational norms – what is the role of common knowledge in shaping relational norms?
[Conference Lecture]. Event
Sande, Jon Bingen; Haugland, Sven A. & Haugland, Sven A. (2008)
Common knowledge in buyer-supplier relationships and its moderating effect on the relationship between environmental uncertainty and relational contracts
[Conference Lecture]. Event
Sande, Jon Bingen (2008)
Strategisk utvikling av kundeleverandørforhold i skog- og trebasert industri
[Report Research]. Universitetet for miljø- og biovitenskap
Sande, Jon Bingen; Haugland, Sven A. & Haugland, Sven A. (2008)
Common knowledge in buyer-supplier relationships and its moderating effect on the relationship between environmental uncertainty and relational contracts
[Conference Lecture]. Event
Sande, Jon Bingen (2008)
The Role of Common Knowledge in Buyer-Supplier Relationships
[Conference Lecture]. Event
Sande, Jon Bingen; Haugland, Sven A. & Haugland, Sven A. (2007)
The role of common knowledge in governing buyer-supplier relationships
[Conference Lecture]. Event
Common knowledge, the knowledge that people share and know that they share, has received little attention in research on buyer-supplier relationships. We develop in this study a theoretical model linking common knowledge in buyer-supplier relationships to key relationship variables such as specific assets, formal and relational contracts, and relationship outcomes. The model is tested on a sample of relationships within the Scandinavian wood industry. Common knowledge was found to be important for achieving relationship outcomes, and strongly impacted relational contracts. We also found that formal contracts serve an important role in developing common knowledge in relationships.
Sande, Jon Bingen; Haugland, Sven A. & Haugland, Sven A. (2007)
The role of common knowledge in governing buyer-supplier relationships
[Conference Lecture]. Event
Common knowledge, the knowledge that people share and know that they share, has re-ceived little attention in research on buyer-supplier relationships. We develop in this study a theoretical model linking common knowledge in buyer-supplier relationships to key relation-ship variables such as specific assets, formal and relational contracts, and relationship out-comes. The model is tested on a sample of relationships within the Scandinavian wood in-dustry. Common knowledge was found to be important for achieving relationship outcomes, and strongly impacted relational contracts. We also found that formal contracts serve an im-portant role in developing common knowledge in relationships.
Sande, Jon Bingen (2006)
Gjensidig kunnskap i leverandør-kunde relasjoner ? implikasjoner for strategi, styring og prestasjoner
[Conference Lecture]. Event
Sande, Jon Bingen (2006)
Governance of supplier-customer relationships in the forest industry
[Conference Lecture]. Event
Sande, Jon Bingen (2005)
When should a forest industry company own forest?
[Conference Lecture]. Event
Sande, Jon Bingen (2005)
Felles kunnskap i leverandør-kunde-relasjoner - implikasjoner for strategi, ledelse og prestasjoner
