Lars Olsen
Professor
Deans, Department of Marketing
Employee Profile
- Room number C4Y-084
- Phone +4798289257
- E-mail lars.olsen@bi.no
Biography
Lars Erling Olsen is Professor of Marketing and Dean for Executive programs at BI Norwegian Business School. Previously, Olsen served several years as Dean Bachelor at BI and Head of Department of Marketing at Kristiania University College (Høyskolen Kristiania). Olsen teaches marketing communication, marketing management, brand management and consumer behavior at both bachelor and master levels, including executive education.
Professor Olsen's general expertise lies in marketing strategy/planning and consumer behavior. His specific research interests are brand management/strategy, marketing communication, and attitude/persuasion theory. Olsen's research has been published in among others: Journal of Business Research, Journal of Advertising, Marketing Letters, and Psychology & Marketing.
He has co-authored Norwegian text books on brand management and marketing communication. Books that are widely used in universities and among industry leaders. Professor Olsen has worked in a variety of diffferent marketing projects the last 20 years. He has served as consultant and advisor to leading Norwegian and Nordic brands/companies, and as a popular speaker, he has conducted marketing seminars on a variety of forums and topics. Before joining academia, Olsen worked as a brand manager in the food industry for several years.
Professor Olsen lives in Nordstrand, Oslo with is wife Hege and children Marius and Kajsa.
Professor Olsen's general expertise lies in marketing strategy/planning and consumer behavior. His specific research interests are brand management/strategy, marketing communication, and attitude/persuasion theory. Olsen's research has been published in among others: Journal of Business Research, Journal of Advertising, Marketing Letters, and Psychology & Marketing.
He has co-authored Norwegian text books on brand management and marketing communication. Books that are widely used in universities and among industry leaders. Professor Olsen has worked in a variety of diffferent marketing projects the last 20 years. He has served as consultant and advisor to leading Norwegian and Nordic brands/companies, and as a popular speaker, he has conducted marketing seminars on a variety of forums and topics. Before joining academia, Olsen worked as a brand manager in the food industry for several years.
Professor Olsen lives in Nordstrand, Oslo with is wife Hege and children Marius and Kajsa.
Area of Expertise
Publications
Shows
5
of 35 publication(s)
Article Lars Erling Olsen (2025)
Strategisk markedsføring – et bredt fagfelt i 2025
Markedsføring er ikke bare en akademisk disiplin – det er først og fremst en ledelsespraksis. Som Jan-Benedict Steenkamp, redaktør for verdens mest innflytelsesrike markedsføringstidsskrift Journal of Marketing, uttrykte det i et LinkedIn-innlegg i mai 2025 (min oversettelse): «Selv den beste forskningen er uinteressant om den ikke er relevant for praktikeren.» Dette synet understreker hvorfor markedsføring må knyttes tett til virksomhetenes hverdag og verdiskaping. Målet med all markedsføring – uansett teoretisk ståsted eller praktisk metode – er å bidra til at forretningen lykkes. Gode finansielle resultater henger ofte sammen med god markedsføring. Og god markedsføring er sjelden tilfeldig. Den bygger på en solid forståelse av markedet, på analyser og planlegging, og på evnen til å ta kvalifiserte beslutninger. Samtidig krever markedsføring en kreativ dimensjon – en kunstnerisk intuisjon – som kan gjøre det analytisk gode til noe ekstraordinært. Det er nettopp i dette spennet mellom kunnskap og kreativitet at markedsføring blir både faglig spennende og strategisk viktig. Men markedsføring handler også om mye mer enn kampanjer, merkevarer og kanaler. Strategisk markedsføring i dag er dypt forankret i forståelsen av endringer i teknologi, samfunn og forbrukeratferd. Det handler om å se muligheter og utfordringer i samtidens komplekse landskap – og om å tilpasse seg i takt med utviklingen. I dette nummeret av Magma løfter vi frem bredden i markedsføring. Vi åpner opp for nye perspektiver og praksiser innen markedsføringsfaget. Vi ser på hvordan lojalitetsprogrammer har blitt avanserte plattformer for kundedialog, hvordan kunstig intelligens endrer måten vi utvikler innhold og møter kunder på, og hvordan samfunnsansvar, kjønn og prising påvirker merkeverdier og forbrukertillit. Til sammen viser artiklene at strategisk markedsføring ikke er én metode eller én vei – men en kontinuerlig balansegang mellom innsikt, innovasjon og forretningsforståelse.
Article Lars Erling Olsen, Bendik Meling Samuelsen, Ioannis Pappas, Luk Warlop (2022)
Broad vs. Narrow brand positioning: Effects on competitive brand performance
Purpose –Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, the current article examines which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach – Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs. narrow) affects defensive brand performance. Study 2 tests how broad vs. narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. Findings – The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Research implications – The article shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Practical implications – Brand managers would benefit from a narrow brand positioning strategy in accordance with the USP school of thought used by many marketing practitioners. Originality – The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to our knowledge is the first to do so.
Article Morten Erichsen, Lars Erling Olsen (2021)
Pretesting av digital reklame - Nye metoder bør få mer oppmerksomhet
Annonsører og reklamebyråer bør kontinuerlig søke å effektivisere sine reklamekampanjer. Vår undersøkelse viser at A/B-testing av reklame i digitale medier på mange måter har erstattet pretesting av reklame i disse kanalene. Vi hevder at med inntog av nye og mer avanserte metoder som kunstig intelligens (AI) og nevromåling bør pretesting av reklame i digitale medier få mer oppmerksomhet. Sammen med A/B-testing kan dette bidra til å gjøre reklamekampanjer enda mer effektive. Vi rapporterer funn fra en kvalitativ undersøkelse der vi dybdeintervjuer 19 personer i bransjen. Våre funn gir holdepunkter for at pretesting av reklame gjennomføres i svært liten grad i Norge, til tross for at de fleste respondentene har en positiv holdning til pretesting. Funnene viser også at respondentene ikke er godt nok kjent med nye metoder for pretesting av reklame, og at svært få har tatt dem i bruk. Et viktig formål med denne artikkelen er derfor å bidra til at flere blir oppmerksom på nye metoder for pretesting av reklame og tar i bruk disse metodene sammen med A/B-testing for å optimalisere reklamen.
Editorial Jon Bingen Sande, Lars Erling Olsen (2019)
Grønn markedsføring og offentlige anskaffelser
Article Lars Erling Olsen (2018)
Måling av merkeassosiasjoner - Reaksjonstid som metode
Et viktig mål i merkeledelse er å posisjonere merket med relevante og unike assosiasjoner i kundenes hukommelse. Styrken på merkeassosiasjonene – hvor nært en assosiasjon er koblet til merket i hukommelsen – er svært viktig i merkeledelse. Det er imidlertid en utfordring å finne gode metoder for å måle assosiasjonsstyrke. Forskning og eksisterende praksis i markedsanalyse tilbyr få forslag til hvordan man kan måle assosiasjonsstyrke på en korrekt praktisk og teoretisk måte. Denne artikkelen tilbyr en løsning på dette problemet og foreslår måling av reaksjonstid basert på en trestegs analyseprosedyre. Metoden er basert på faktisk kognitiv tilgjengelighet av assosiasjoner i kundenes hukommelse, og hvordan denne tilgjengeligheten slår ut på individuelle reaksjonstider. Konkret produserer denne metoden forskjeller i rapportert hastighet (i millisekunder) mellom assosiasjoner, der kortere reaksjonstider indikerer en sterkere merkeassosiasjon. To studier benyttes for å illustrere metoden. I den første studien testes selskapsassosiasjoner til en stor norsk merkevare som gjennom responstider får innsikt i hvilke assosiasjoner som er sterkest koblet til merket. I den andre studien illustreres metoden ved å teste en rekke ulike sjokolademerkers merkeposisjoner. Resultatene viser at Kvikk Lunsj har den sterkeste posisjonen blant de ulike sjokolademerkene målt i reaksjonstid. Sammenfattet gir disse to studiene gode eksempler på hvordan den foreslåtte metoden kan benyttes, analyseres og rapporteres i praksis.
Chapter Lars Erling Olsen (2018)
Future of Branding in a Digital Age
Editorial Lars Erling Olsen (2017)
En ny digital verden
Article Adrian Peretz, Lars Erling Olsen (2016)
Sekvensielle merkeutvidelser: Strategi for vekst
Conference abstract Adrian Peretz, Lars Erling Olsen (2016)
Brand Extensions – Balancing Accessibility and Diagnosticity
Editorial Lars Erling Olsen (2016)
Et bredt fagfelt
Article Adrian Peretz, Lars Erling Olsen (2016)
Brand Extensions: It's all about managing accessibility
Article Bendik Meling Samuelsen, Lars Erling Olsen, Kevin Lane Keller (2015)
The multiple roles of fit between brand alliance partners in alliance attitude formation
Chapter Lars Erling Olsen (2015)
Kampen om plassen i turistens hukommelse
Chapter Lars Erling Olsen (2014)
Internasjonal merkevarebygging
Article Lars Erling Olsen, Adrian Peretz (2014)
Connecting the Dots: Using Sequental Extension to Achieve Brand Growth
Article Leif Egil Hem, Nina M. Iversen, Lars Erling Olsen (2014)
Category characteristics' effects on brand extension attitudes: A research note
Article Lars Erling Olsen, Bendik Meling Samuelsen, Tarje Gaustad (2014)
Same Service, Different Ad Claims: The Moderating Role of Need for Cognition
Article Even Johan Lanseng, Lars Erling Olsen (2012)
Brand alliances: the role of brand concept consistency
Article Sander Sværi, Lars Erling Olsen (2012)
The role of emotions in customer complaint behaviors
Article Lars Erling Olsen, Bendik Meling Samuelsen (2012)
Product Placement Effects in a Movie: A Field Study
Article Lars Erling Olsen, Even Johan Lanseng (2012)
Brands in texts: Attitudinal effects of brand placements in narrative fiction
Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television programmes, films and computer games. To our knowledge, only one recently published article has looked into brand placements in narrative fiction. Hence, the current article is among the first papers to study the effects of brand placements in narrative fiction, and among the first papers to investigate consumers’ attitudes towards such placements. The basic proposition is that brand prominence (high plot integration versus low plot integration) is positively related to favourable attitudes towards the brand. Additionally, we propose that plot integration interacts with reader involvement in the text, thereby increasing the importance of visible and dominant brands placed in the text for high-involvement consumers. An experiment manipulating plot integration and reader involvement supports our proposed main and interaction effects.
Article Bendik Meling Samuelsen, Lars Erling Olsen (2012)
The attitudinal response to alternative brand growth strategies
Article Lars Erling Olsen, Adrian Peretz (2011)
Conscientious brand criteria: A framework and a case examplefrom the clothing industry
Article Karl Fredrik Lund, Lars Erling Olsen (2011)
Moderne kjøpesentermarkedsføring
Article Bendik Meling Samuelsen, Lars Erling Olsen (2010)
Promising attributes and experiences : attitudinal responses to functional versus experiential ad claims and the moderating role of involvement
Advertisers face several message options when they position a new brand in well-established categories. Functional benefit claims versus experiential claims represent two options. Functional claims focus on tangible attributes and benefits, whereas experiential claims focus on promises of experiences the consumer should expect from the new brand. In this paper, we present the results from two experiments testing the persuasiveness of ads promising experience versus the persuasiveness of ads promising functional benefits of a new entrant. In the first experiment, we found that involvement moderates the effect of claim type on attitude toward a new category entrant in retail banking. This finding was replicated and extended in a second experiment using ski resorts as the context. Our findings suggest that functional benefit claims outperform experiential claims in high-involvement situations and that the strength of message arguments can be just as important as the framing choice. The research also shows that the two advertising claim types elicit different cognitive responses: functional claims trigger mostly semantic memory, whereas experiential claims trigger more episodic memories.
Chapter Lars Erling Olsen (2010)
Merkeplasseringer i underholdningsmedier
Article Lars Erling Olsen, Adrian Peretz (2010)
Making it fit! : the use of sequential brand extensions to accomplish growth
Brand extensions are attractive to companies because they provide an opportunity to take advantage of existing brand names when entering into new product categories. However, at times brand managers identify growth categories beyond the reach of their brands. In these cases, the current literature recommends introducing a new brand name, even though it is acknowledged that this strategy carries substantial financial risk. This paper proposes an alternative approach, and introduces the conceptual idea that brands may be stretched farther using a series of intervening brand extension – sequential extensions – bridging the gap between the parent brand and the target category. Keywords: brand extension, sequential extensions, associative networks
Article Lars Erling Olsen (2010)
Det viktige første problemet i praktisk posisjonering
Conference abstract Even Johan Lanseng, Lars Erling Olsen (2008)
Evaluation of Brand Alliances: Product Fit and the Moderating Role of Brand Concept Consistency
Article Lars Erling Olsen, Nina M. Iversen, Leif Egil Hem (2008)
Feedback Effects of Brand Extensions: The Resistance of Strong Brands
Article Bendik M. Samuelsen, Lars Erling Olsen (2007)
"Jeg har meninger - sterke meninger - men jeg er ikke alltid enig i dem" om holdninger og holdningsstyrke i merkevareledelse
Article Lars Erling Olsen (2005)
Produktplasseringer griper om seg i stadig flere medier
Article Lars Erling Olsen, Leif Egil Hem (2004)
Merkeutvidelser: tre spørsmål som bør stilles
Article Lars E. Olsen, Leif Egil Hem (2004)
Merkeutvidelser : et forskningsområde innen merkevareledelse
Article Lars Erling Olsen (2004)
Merkearkitektur : relasjoner og sammenhenger i merkeporteføljen
Shows
5
of 17 publication(s)
Participation in media Alexander Farestvedt Hem, Lars Erling Olsen (2025)
Posisjonering og differensiering av merkevarer med Alexander Hem
Feature article Lars Erling Olsen (2025)
Hyppige bytter av slagord kan svekke merkevarens posisjon
Feature article Håvard Huse, Lars Erling Olsen (2024)
Er det hensiktsmessig med for mye praksis i høyere utdanning?
Feature article Lars Erling Olsen, Eirik Haus (2023)
Reklame kan være god kommunikasjon
Feature article Lars Erling Olsen, Eirik Haus (2022)
At markedssjefen ikke er i ledergruppen er en varslet utvikling
Feature article Lars Erling Olsen (2020)
Hvis disse råd blir respektert, da er din fremtid som markedsdirektør garantert
Feature article Adrian Peretz, Lars Erling Olsen (2019)
Gillette har gått i purpose-fella
Feature article Lars Erling Olsen, Bendik Meling Samuelsen, Adrian Peretz (2018)
Usikker på Traasdahls teknologiske fremtidsbilde
Feature article Roy Elvegård, Line Lervik-Olsen, Lars Erling Olsen (2018)
BI-studenter lærer om CRM
Feature article Lars Erling Olsen (2018)
Det er god grunn til å stusse over Statoils navnebytte
Feature article Lars Erling Olsen, Adrian Peretz (2018)
God og dårlig markedsføring
Feature article Adrian Peretz, Lars Erling Olsen (2018)
Hva markedsføring er
Feature article Lars Erling Olsen (2015)
Keiseren er naken
Feature article Lars Erling Olsen (2015)
Å kvitte seg med merkevarer
Feature article Lars Erling Olsen (2015)
6 steg til virale kampanjer
Feature article Leif Egil Hem, Lars Erling Olsen (2004)
Merker i vekst
Feature article Leif Egil Hem, Lars Erling Olsen (2004)
Kreative påfunn er slett ikke nok
Shows
5
of 105 publication(s)
Commentary Lars Erling Olsen (2025)
- Jeg har hørt den samme diskusjonen i over 20 år
- Pretesting av reklame er en av bransjens evige gjengangere. La oss ta debatten et steg videre, skriver Lars Erling Olsen i denne kommentaren.
Book Adrian Peretz, Lars Erling Olsen, Bendik Meling Samuelsen (2025)
Merkevareledelse
Report Eirik Haus, Lars Erling Olsen (2024)
Basic Marketing – A Short Introduction
Book Adrian Peretz, Lars Erling Olsen (2024)
Markedskommunikasjon
Book Eirik Haus, Lars Erling Olsen (2022)
Markedsføring - pensum på 1-2-3
Article Lars Erling Olsen (2021)
Når og hvorfor virker innholdsmarkedsføring
Article Morten Erichsen, Lars Erling Olsen (2021)
Pretesting av digital reklame: Nye metoder bør få mer oppmerksomhet
Article Lars Erling Olsen (2021)
Mye velment posisjoneringsarbeid i markedsavdelinger er feilslått
Article Lars Erling Olsen (2020)
Drikker du Corona-øl?
Conference lecture Adrian Peretz, Lars Erling Olsen (2020)
Making it fit
Conference lecture Adrian Peretz, Lars Erling Olsen (2020)
Make it Fit
Article Lars Erling Olsen (2019)
Hvorfor Vy blir møtt med fy
Article Adrian Peretz, Lars Erling Olsen (2019)
Kan vi barbere oss til en bedre verden?
Article Adrian Peretz, Lars Erling Olsen (2019)
Gillette-debatten handler ikke om budskapet, men om avsenderen
Conference lecture Lars Erling Olsen, Bendik Meling Samuelsen, Luk Warlop (2019)
Broad vs. Narrow brand positioning: Effects on competitive brand performance
Article Lars Erling Olsen (2018)
Trenger vi merkevarer i en digital tid?
Article Lars Erling Olsen (2018)
Menn gir gaver på Valentinsdagen for å oppnå fordeler på parringsmarkedet
Article Lars Erling Olsen (2018)
Gaver i romantikkens tegn
Lecture Lars Erling Olsen (2018)
Merkevarer i den digitale tid
Conference lecture Lars Erling Olsen (2018)
Measuring Brand Association Strength: A Response Time Latency Approach
Brand association strength – how closely a brand association is connected to the brand in consumer memory – is of vital importance in brand management. However, finding practical methods in measuring association strength is a problem for many companies. Previous research offers few suggestions on how to measure association strength based on a theoretically and conceptually consistent approach. Traditionally brand association strength is measured in qualitative research, but these results can be very misleading. To tackle this problem, the current paper suggests using response time latencies combined with a three-step analysis procedure to measure strength. This quantitative method is based on the consumer’s actual cognitive accessibility of brand associations, offers more theoretically valid results and is easy to use for brand managers. Two studies are reported to illustrate the methodology and show how brand association strength could be measured, analyzed and reported.
Lecture Lars Erling Olsen (2018)
Vanens makt
Article Lars Erling Olsen, Bendik Meling Samuelsen, Tor W. Andreassen (2017)
Trøbbel i elfenbenstårnet
Article Lars Erling Olsen (2017)
Slik virker markedskommunikasjonen din
Book Lars Erling Olsen, Adrian Peretz (2017)
Markedskommunikasjon
Conference lecture Lars Erling Olsen (2017)
Merkevarenes gyldne tid
Lecture Lars Erling Olsen (2017)
Merkevarenes gyldne tid
Lecture Lars Erling Olsen (2016)
Merkevarenes gyldne tid er nå!
Article Lars Erling Olsen (2016)
Mer enn ny vin på gammel flaske
Book Lars Erling Olsen, Adrian Peretz, Bendik Meling Samuelsen (2016)
Merkevareledelse
Lecture Lars Erling Olsen (2016)
Merkevarer for vekst og lønnsomhet
Lecture Lars Erling Olsen (2016)
Hva er den "nye" forbrukeratferden?
Conference lecture Adrian Peretz, Lars Erling Olsen (2016)
Avoiding the Pains of Growth
Article Lars Erling Olsen (2016)
Slik bygger de ansatte merkevaren din
Lecture Lars Erling Olsen (2016)
Merkevarer som identitetsmarkører
Lecture Lars Erling Olsen (2016)
Ny forbrukeratferd
Lecture Lars Erling Olsen (2016)
Innholdsmarkedsføring og virale kampanjer – et faglig perspektiv
Conference lecture Adrian Peretz, Lars Erling Olsen (2015)
Growing without getting bigger
Conference lecture Adrian Peretz, Lars Erling Olsen (2015)
Brand Growth, when less is more
Lecture Lars Erling Olsen (2015)
Content Marketing – et par refleksjoner
Lecture Lars Erling Olsen (2015)
Ubevisst påvirkning av bevisste kunder
Conference lecture Adrian Peretz, Lars Erling Olsen (2015)
Growing without getting bigger
Commentary Håvard Hansen, Lars Erling Olsen (2014)
Gull mellom ørene
Commentary Adrian Peretz, Håvard Hansen, Lars Erling Olsen (2014)
Teorien er død
Lecture Lars Erling Olsen (2014)
Effektiv reklame – hvordan påvirkes kunden bevisst og ubevisst
Conference lecture Lars Erling Olsen, Bendik M. Samuelsen, Tarje Gaustad (2014)
Same message, different ad framing: The moderating role of need for cognition
Article Lars Erling Olsen (2013)
Humor i reklame
Article Lars Erling Olsen (2013)
Færre valg for fremtiden
Conference lecture Lars Erling Olsen, Bendik Meling Samuelsen (2013)
Less is More: The Effect of Association Set Size on Brand Performance
Conference poster Lars Erling Olsen, Adrian Peretz (2013)
Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth
Conference poster Lars Erling Olsen, Adrian Peretz (2013)
Connecting the Dots: Using Sequental Extension to Achieve Brand Growth
Conference lecture Lars Erling Olsen, Adrian Peretz (2013)
Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth
Conference lecture Lars Erling Olsen, Bendik Meling Samuelsen (2013)
Same Service, Different Ad Claims: The Moderating Role of Need for Cognition
Conference lecture Bendik Meling Samuelsen, Lars Erling Olsen (2013)
The Multiple Roles of Fit Between Brand Alliance Partners In Alliance Attitude Formation
Article Lars Erling Olsen (2013)
Men, det sto ikke på handlelappen
Conference lecture Lars Erling Olsen, Bendik Meling Samuelsen (2013)
Product Placement Effects in a Movie: Results From a Field Study
Article Lars Erling Olsen (2012)
Røykefrykt
Article Lars Erling Olsen (2012)
Markedsføring i sosiale medier - gammelt kunnskap i ny innpakning
Conference lecture Lars Erling Olsen, Bendik Meling Samuelsen (2012)
Offensive and defensive strength in brand associations
Article Lars Erling Olsen (2012)
Forbrukerbiologi
Article Lars Erling Olsen (2012)
Bittersøt nostalgi
Article Lars Erling Olsen (2012)
Hva med å eksperimentere litt?
Conference lecture Bendik Meling Samuelsen, Lars Erling Olsen (2012)
Product placement effects in a movie:Results from a field study
Article Lars Erling Olsen (2011)
Smale merkevarer utløser kjøpslyst
Article Lars Erling Olsen (2011)
Building Brand Alliances
Conference lecture Lars Erling Olsen, Adrian Peretz (2011)
Brands With a Conscience: Identification Criteria and a Case Illustration
Article Lars Erling Olsen (2011)
Produktplasseringer i vinden
Article Lars Erling Olsen (2011)
Alkoholreklame og drikking
Article Lars Erling Olsen (2011)
Styrkeprøven
Article Lars Erling Olsen (2011)
Hjernen er alene
Article Lars Erling Olsen (2011)
Kommunikasjonsplanlegging - 5 steg for å utvikle effektiv kommunikasjon
Article Lars Erling Olsen (2011)
Vis måtehold med produktplasseringer
Article Lars Erling Olsen (2010)
Liking og forskning
Article Lars Erling Olsen (2010)
Reklame og drikking
Article Lars Erling Olsen (2010)
Edruelig om alkoreklame
Article Lars Erling Olsen (2010)
Skjult reklame - ja takk!
Article Lars Erling Olsen (2010)
Feil om Stellaprisen
Article Lars Erling Olsen (2010)
Posisjoneringens kunst
Book Bendik Meling Samuelsen, Adrian Peretz, Lars Erling Olsen (2010)
Merkevareledelse på norsk 2.0
Conference lecture Sander Sværi, Lars Erling Olsen (2010)
The Role of Emotions in Customer Complaint Behaviour
Article Lars Erling Olsen (2010)
Nye virkemidler i markedskommunikasjon - produktet vel plassert
Conference lecture Lars Erling Olsen, Adrian Peretz (2010)
Making it fit! : the use of sequential brand extensions to accomplish growth
Brand extensions are attractive to companies because they provide an opportunity to take advantage of existing brand names when entering into new product categories. However, at times brand managers identify growth categories beyond the reach of their brands. In these cases, the current literature recommends introducing a new brand name, even though it is acknowledged that this strategy carries substantial financial risk. This paper proposes an alternative approach, and introduces the conceptual idea that brands may be stretched farther using a series of intervening brand extension – sequential extensions – bridging the gap between the parent brand and the target category. Keywords: brand extension, sequential extensions, associative networks
Conference lecture Lars Erling Olsen, Adrian Peretz (2010)
Sequential Brand Extensions
Article Lars Erling Olsen (2009)
Høyre i fritt fall
Article Lars Erling Olsen (2009)
Bortkastet markedsposisjonering
Conference lecture Lars Erling Olsen, Even Johan Lanseng, H Baalerud, H Holtmoen (2009)
Brands in Text - Attitudinal Effects of Brand Placements in Narrative Fiction
Conference lecture Bendik Meling Samuelsen, Lars Erling Olsen (2009)
The Attitudinal Response to Alternative Brand Growth Strategies: The Moderating Role of Brand Stretch
Article Lars Erling Olsen, Adrian Peretz (2008)
Fotball for folket
Article Lars Erling Olsen (2008)
Blårussfloskler
Article Lars Erling Olsen (2007)
Dumme forbrukere?
Article Lars Erling Olsen (2007)
Merkevarer og kunst
Conference lecture Lars Erling Olsen, Nina M. Iversen, Leif Egil Hem (2007)
Feedback Effects of Brand Extensions: Are Flagship Products Less Vulnerable?
Article Lars Erling Olsen (2007)
Vinglepetter eller evangelist?
Conference lecture Leif Egil Hem, Nina M. Iversen, Lars Erling Olsen (2007)
A Pleasant Stay Depends on the Host: The Role of Characteristics of the Extension Category on Brand Extension Evaluations
Textbook Adrian Peretz, Lars E. Olsen, Bendik M. Samuelsen (2007)
Merkevareledelse på Norsk
Lærebok i Merkevareldelse - spesielt tilpasset norske studenter på Bachelornivå og profesjonsmarkedet. Utstrakt bruk av norske eksempler og norsk terminologi.
Conference lecture Lars Erling Olsen, Bendik Meling Samuelsen (2007)
The Multiple Roles of Fit Between Brand Alliance Partners in Alliance Attitude Formation
Article Lars Erling Olsen (2006)
Tine er tilbake
Article Lars Erling Olsen (2006)
Forbud ikke veien
Article Lars Erling Olsen (2006)
Merkevarer som rekvisitter
Article Lars Erling Olsen (2006)
En strategi for å skape vekst - Merkeallianser
Article Lars Erling Olsen (2004)
Merker i vekst
Article Lars Erling Olsen (2004)
Kreative påfunn er slett ikke nok
Article Lars Erling Olsen (2004)
Effektiv reklame er god reklame
Article Lars Erling Olsen (2004)
Merkeutvidelser - et forskningsområde innen merkevareledelse
Article Lars Erling Olsen (2004)
Effektiv reklame er god reklame
Article Leif Egil Hem, Lars Erling Olsen (2004)
Hvordan bør man arbeide med merkeutvidelser?
| Year | Academic Department | Degree |
|---|---|---|
| 2011 | BI Norwegian Business School | PhD |
| 2003 | Norwegian School of Economics (NHH) | M.B.A. |
| 1999 | Norwegian School of Economics (NHH) | Bachelor in Economics and Business Administration |
| Year | Employer | Job Title |
|---|---|---|
| 2022 - Present | BI Norwegian Business School | Dean Executive |
| 2018 - 2022 | BI Norwegian Business School | Dean Bachelor |
| 2013 - 2017 | Kristiania University College (Høyskolen Kristiania) | Professor |
| 2012 - 2017 | Kristiania University College (Høyskolen Kristiania) | Head of Department, Department of Marketing |
| 2009 - 2013 | Kristiania University College (Høyskolen Kristiania) | Associate Professor |
| 2006 - 2009 | BI Norwegian Business School | Research Scholar |
| 2004 - 2006 | Norwegian School of Economics (NHH) | Research Scholar |
| 2000 - 2004 | Mills AS | Brand Manager |