Auke Hunneman is Associate Professor at the Marketing Department of BI Norwegian Business School. He also is one of the developers and Associate Dean for BI's Master of Science in Business Analytics. Auke earned his PhD in 2011 from the University of Groningen, the Netherlands, and he obtained his Master’s degree in economics in 2004 at the same university.
Auke's dissertation develops quantitative models to support store location and design decisions. His research has appeared in high-quality marketing journals like the Journal of Retailing and the Journal of Business Research. He is an ad-hoc reviewer for, among others, the International Journal of Research in Marketing. Auke's research interests include retailing, social networks, (spatial) econometric models, marketing mix modeling, and, more generally, marketing effectiveness. Auke has taught several courses, including Marketing Models (PhD), Marketing Analytics (Msc), and Marketing Management (Bachelor).
Research areas
Quantitative approaches to managerially relevant phenomena in marketing, including:
Sales Modeling; Store Location; Store Image; Market Structure; Local Marketing; Consumer Shopping Patterns.
In this paper, we extend a retail location evaluation model with the possibility to include the effect of department size adaptation at the store level. We relate department-level store sales to a store's competitive and demographic environment, thereby providing richer insights into the drivers of department sales than a model of just aggregate sales. Further, we accommodate heterogeneity in consumer characteristics over space by using zip code level data and unobserved spatial effects in department sales by including spatially autocorrelated error terms. Using spatial panel data for 30 clothing stores belonging to one Dutch retail chain, we demonstrate how to use the modeling approach to analyze and predict sales performance of new and existing stores. We show that the predictive performance of our model is superior to that of a benchmark model that does not include spatial autocorrelation.
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2023)
Speed of internationalization of new ventures and survival in export markets
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.
Romeo, Elena; Jensen, Henrik, Hunneman, Auke & Velasco, Carlos (2023)
Assessing the influence of packaging design symmetry, curvature, and mark on the perception of brand premiumness
This paper sets out a general framework for store sales evaluation and prediction. The sales of a retail chain with multiple stores are first decomposed into five components, and then each component is explained by store, competitor and consumer characteristics using random effects models for components observable at the store level and spatial error random effects models for components observable at the zip code level. We use spatial panel data over four years for estimation and a subsequent year for evaluating one-year-ahead predictions. Set against a benchmark model that explains total sales directly, the prediction error of our framework is reduced by 34% for existing stores during the sample period, by 5% for existing stores one year ahead and by 26% for new stores.
Hunneman, Auke; Verhoef, Peter & Sloot, Laurens (2021)
The Impact of Hard Discounter Presence on Store Satisfaction and Store Loyalty
Hard discounters, such as Aldi and Lidl, have become more important in the last decade. Recent research suggests that the presence of a hard discounter (HD) decreases customers’ share of wallet. In this study, we aim to understand why this occurs, by considering how HD presence affects store attributes and store satisfaction. In particular, we investigate whether HD presence affects store satisfaction formation as well as the effect of store satisfaction on share of wallet. We analyze Dutch data on store attribute evaluations, store satisfaction and share of wallet. Our results show that HD presence decreases convenience evaluations of a store, satisfaction and share of wallet. Moreover, we show that the relationship between convenience and store satisfaction becomes more important when a HD is present, while we then also find a stronger positive relationship between satisfaction and share of wallet. Simulations based on our model estimations show that especially price-oriented retailers should fear decreases in share of wallet when a HD is present.
Hunneman, Auke; Verhoef, Peter C. & Sloot, Laurens (2017)
The moderating role of shopping trip type in store satisfaction formation
For retailer managers, it is crucial to understand the relationships between customers’ store attribute evaluations, satisfaction, and share of wallet as well as how these relationships change over time depending on the business cycle. This study investigates this complex relationship using an extensive dataset for all grocery chains in the Netherlands over the period 2009–2012. Our findings indicate that retailers should not overemphasize the importance of a favorable price image in times of low consumer confidence. Instead, our study shows that the relationship between service attributes and customer satisfaction is stronger in periods with low consumer confidence.
Hunneman, Auke & van Oest, Rutger Daniel (2012)
Å estimere handelsområder uten å følge kundene hjem
Magma forskning og viten, s. 35- 41.
Hunneman, Auke; Selnes, Fred Erling & Jütte, Espen Alexander (2017)
Feiltolkning av reklameeffekt
Dagens Næringsliv [Avis]
Huse, Håvard; Hunneman, Auke & Haugland, Sven Arne (2020)
What Explains Credit Card Delinquency: Mental Accounts or Rational Financial Planning?
[Popular scientific article]. BI Marketing Magazine, s. 16- 17.
Hunneman, Auke; Selnes, Fred Erling & Espen, Juette (2019)
Feilvurdering av digital reklameeffekt
[Popular scientific article]. BI Marketing Magazine, s. 22- 23.
Hunneman, Auke; Verhoef, Peter & Sloot, Laurens (2019)
The Impact of Hard Discounter Presence on Store Satisfaction and Store Loyalty
[Academic lecture]. EMAC Conference.
Sun, Ruohao; Selnes, Fred Erling & Hunneman, Auke (2018)
Promotion and Grocery Store Performance: The Role of Promotion Scope
[Academic lecture]. 2018 AMA Summer Educator Conference.
Hunneman, Auke (2018)
Store skjevheter ved bruk av stordata?
[Article in business/trade/industry journal]. Magma forskning og viten, 21(4), s. 68- 71. - Fulltekst i vitenarkiv
Skaper bruk av stordata store skjevheter? Til tross for at tilgangen av stordata har bidratt til store endringer i hvordan vi designer forretningsmodeller, og fortsatt vil være en viktig driver i denne utviklingen, har flere den siste tiden kommet opp med en del kritiske merknader. Målet med denne artikkelen er å nyansere de ofte over-optimistiske forventningene til de positive effektene av stordata som verktøy. Artikkelen identifiserer ulike mulige begrensninger ved bruken av stordata. Disse begrensningene er knyttet til utfordringer både med selve analyseverktøyet og de slutningsfeil som skjer som en følge av menneskelig fortolkning (og samspillet mellom disse to). Ved å anerkjenne de utfordringene som kan oppstå ved utarbeidelse av prediksjoner og forecasting, er det mitt mål å sikre at stordata ikke kun blir en variant av Keiserens nye klær.
Sun, Ruohao; Selnes, Fred Erling & Hunneman, Auke (2017)
Alliance Termination and Firm Idiosyncratic Risk: The Role of Governance Misfit
[Academic lecture]. 23rd Nordic Workshop on interorganizational research.
Sun, Ruohao; Selnes, Fred Erling & Hunneman, Auke (2017)
The More, The Better? Price Promotion And Retailer Performance
[Academic lecture]. EMAC Conference.
Hunneman, Auke; Verhoef, Peter C. & Sloot, Laurens (2017)
The Moderating Role Of Shopping Trip Type In Store Satisfaction Formation
[Academic lecture]. EMAC Conference.
Hunneman, Auke; Elhorst, Paul & Bijmolt, Tammo H.A. (2016)
Evaluating Store Location and Assortment Design Based on Spatial Heterogeneity in Sales Potential
[Academic lecture]. Research seminar.
Koval, Mariia; Wathne, Kenneth Henning, Hunneman, Auke & van Oest, Rutger Daniel (2016)
Termination of R&D Alliances: The Role of Formal and Informal Governance
[Academic lecture]. Knowledge & Innovation, Cooperative Strategy, and Entrepreneurship Paper Development Workshop at Strategic Management Society Annual Conference.
Koval, Mariia; Wathne, Kenneth Henning, Hunneman, Auke & van Oest, Rutger Daniel (2016)
Termination of R&D Alliances: The Role of Formal and Informal Governance
[Academic lecture]. EMAC 2016 Annual Conference.
Koval, Mariia; Wathne, Kenneth Henning, van Oest, Rutger Daniel & Hunneman, Auke (2015)
Termination of R&D alliances: the role of formal and informal governance
[Academic lecture]. The 6th Israel Strategy Conference.
Hunneman, Auke (2015)
Evaluating Store Location and Assortment Design Based on Spatial Heterogeneity in Sales Potential
[Academic lecture]. Department seminar at Melbourne Business School.
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)
Revisiting Uppsala through the lenses of new ventures: A longitudinal study of Norwegian firms
[Academic lecture]. CiMaR 2015.
Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)
Comparing 'born globals' and other exporting firms: A longitudinal study
[Academic lecture]. ANZIBA 2015.
Koval, Mariia; Wathne, Kenneth Henning, van Oest, Rutger Daniel & Hunneman, Auke (2015)
Termination of R&D alliances: the role of formal and informal governance
[Academic lecture]. SMS Annual International Conference.
Koval, Mariia; Wathne, Kenneth Henning, van Oest, Rutger Daniel & Hunneman, Auke (2015)
The Stability of R&D Alliances: Complementary Role of Formal and Informal Governance
[Academic lecture]. NFB Research School Conference 2015 in Trondheim (Norway).
Koval, Mariia; Wathne, Kenneth Henning, van Oest, Rutger Daniel & Hunneman, Auke (2015)
Governing alliance portfolios: alliance termination decisions under relational risks and structural constraints