Anders Gustafsson named 2026 AMA Fellow

The AMA Fellow distinction is one of the highest honours in the marketing discipline, awarded to scholars who have made significant and sustained contributions to marketing research, theory, and practice over the course of their careers.

"This is a deeply meaningful recognition. The AMA is the most established academic organisation in the field of marketing, and when I look at the calibre of scholars who have previously received this honour, I feel both privileged and humbled to be included among them," says Gustafsson.

Gustafsson at the 2026 AMA Winter Academic Conference.

His research spans a wide range of topics, including customer behaviour in service interactions, the impact of digitalisation on business, the role of customer satisfaction in long-term relationships, and, more recently, the introduction of AI-based services. Gustafsson has published extensively in leading academic journals and has held several prominent roles in the academic community, including serving as the first international president of the AMA Academic Council.

Although research contributions are the primary criterion in the selection process, the committee also considers creativity, innovation, and sustained service to the association.

Elevating BI’s international research standing

Gustafsson is among a very small number of AMA Fellows based outside the United States, and among an even smaller number based in Europe.

"This is a significant achievement for both Anders and our department. It confirms that our faculty members are performing at the highest international level," says Line Lervik-Olsen, Head of the Department of Marketing at BI.

She emphasises that such distinctions have an impact beyond individual achievement.

"This also underscores BI’s position as a leading research institution. It signals the strength of our academic environment and our ability to contribute to the global development of the marketing field," says Lervik-Olsen.