Prior to this she was Dean for the Executive education and chair of the department of marketing. Silkoset has been a visiting scholar at College of Business at Florida Atlantic University, USA and Gatton Business School at the University of Kentucky, USA.She is also Adjunct Professor at School of Business and Economics at UiT Arctic University of Norway.
Silkoset received the degree of Dr. Economy from BI Norwegian Business School with the thesis "Collective Market Orientation in Co-producing networks". Before that she received the degree Cand Merc at Buskerud University College, majoring in marketing, minor in business administration and minor in educational theory and practice. Her research has been published in international journals such as Journal of Business Venturing, Journal of Business Ethics, European Journal of Marketing, International Business Review and Journal of Business to Business Marketing, among others. In addition, Silkoset co-authored a research method book used by many Norwegian institutions.
In 2011 Norwegian marketing research association appointed her to receive the price as this years marketing analytics for her pedagogical work with the research methodology course at BI. Silkoset has also been used as an expert witness in litigation for both the District Court and Court of Appeal.
Research areas
Blockchain, Fake products, Strategic Alliances, Social Networks, Market Orientation, Free Riding, Pricing Strategies, Inter-Organizational Relationships.
Teaching areas Research methodology
Pricing strategy
Market oriented management
Marketing channels
Applied quantitative analysis
The unethical behavior of greenwashing threatens the growth of sustainable products and markets. Greenwashing degrades essential efforts to reduce climate change and pollution and to promote social justice. False marketing communication that
claims products are sustainable hurts the value of green products and weakens customer capability to prefer sustainable to nonsustainable products. Greenwashing also
eliminates trust in “green” products. Markets infected by fake “green” products ultimately fail to provide the necessary sustainable transformation. Our study demonstrates
that consumer access to reliable transparent, traceable, and tamperproof product information counteracts perceived greenwashing among consumers of ecological foods. Furthermore, our data indicate that blockchain information significantly more than certification systems safeguard consumers against the threat of greenwashing. Information validating authenticity promotes the development of sustainable products, protects intellectual property rights for suppliers of green products, and safeguards the supply of green products to consumers. Consumers need key information that ensures the provenance of green products. Conventional wisdom endorses certifications to constrain greenwashing. However, we find that blockchain information dimensions protect brands against perceived greenwashing more
robustly than certification systems.
Silkoset, Ragnhild (2022)
Pris. En bok om prissätting
Till ett företags absolut svåraste uppgifter hör att prissätta sina produkter. Sätts priset för lågt riskerar företaget att inte få sina kostnader täckta eller gå med förlust, sätts det för högt riskerar företaget att förlora potentiella kunder.
Prisstrategi är ett område inom vilket företagsledare måste vara framgångsrika. Trots detta är det ett område där de har dålig kompetens och är dåligt rustade för att göra goda och långsiktiga val. Företagsledare prioriterar oftast att använda företagets resurser på design, varumärkesbyggande, strategiplaner och produktutveckling i stället för att lära sig mer om och satsa på prisstrategi.
Boken presenterar ett grundläggande prisstrategiverktyg som kan användas av företag och entreprenörer i alla faser.
Ny teknologi kan potensielt endre maktforholdet for datadeling mellom bedrifter og kunder. Frem til nå har store, internasjonale konsern som Facebook, Amazon og Google gjennom sin teknologi utnyttet kundenes digitale adferdsdata uten at brukerne er bevisste på dette. Vi er nå inne i et skifte hvor ny teknologi gjør det mulig å endre dette maktforholdet. Et eksempel er utviklingen av blokkjedeteknologiens applikasjon i mobiltelefoner, smartklokker og andre digitale enheter. Blokkjedeteknologien gir fremtidens kunder mulighet for å få kontroll med hvilke data de vil verifisere og dele, uten at man gir fri tilgang til alle rådataene, og uten at man går via en tredjepartsaktør.
Muligheten for trygg deling av digitale, objektive adferdsdata betinger imidlertid at kundene er villige til å dele denne informasjonen direkte med bedriftene. Formålet med denne studien er derfor å kartlegge faktorer som påvirker kundenes vilje til å dele digitale, objektive adferdsdata med bedrifter.
Hovedfunnene fra en preliminær kvantitativ studie blant 196 forsikringskunder viser at en sterk driver for datadeling er informasjonens sporbarhet. Kundene svarer at åpenhet rundt informasjonen (transparens) har en positiv, men svakere effekt på viljen til datadeling, mens bevaringen av opprinnelsen (originalitet) i dataene viser seg å ikke ha noen direkte effekt på viljen til å dele informasjon med forsikringsagentene. Av kompensasjonssystemer viser analysene at gavekort har en positiv effekt, mens kontantbetaling og rabatter ikke har noen effekt på viljen til å dele informasjon.
Denne studien er et viktig første steg i å forstå hvordan ny teknologi i fremtiden kan endre måten bedrifter henter inn og behandler digitale objektive adferdsdata direkte fra kundene på.
Silkoset, Ragnhild; Olsson, Ulf H. & Gripsrud, Geir (2021)
Evnen til å spore produktinformasjon har vært mulig gjennom ulike teknologier i årtier. Bidraget i denne artikkelen er å utvikle forståelsen av hvordan smarte kontrakter gjennom blokkjedeteknologien kan være en informasjonsgarantist i markeder preget av informasjonsasymmetri. Informasjon om bærekraft er et eksempel på et problem knyttet til informasjonsasymmetri. Smarte kontrakter i kombinasjon med blokkjedeteknologien bidrar til at forbrukere kan ta informerte og bærekraftige valg. Dette vil igjen motivere globale og komplekse forsyningskjeder til å bli mer bærekraftige. Artikkelen illustrerer potensialet og bruken av smarte kontrakter gjennom eksempler fra moteindustrien.
Biong, Harald & Silkoset, Ragnhild (2017)
Buying CSR with employees' pensions? The effect of social responsible investments on Norwegian SMEs' choice of pension fund management: A conjoint survey
Purpose
Employees often expect an emphasis on financial aspects to be predominant when their employers choose a fund management company for the investment of employees’ pension fund deposits. By contrast, in an attempt to appear as socially responsible company managers may emphasize social responsibility (SR) in pension fund choices. The purpose of this paper is to examine to what extent managers for small- and medium-sized companies emphasize SR vs expected returns when choosing investment managers for their employees’ pension funds.
Design/methodology/approach
A conjoint experiment among 276 Norwegian SMEs’ decision makers examines their trade-offs between social and financial goals in their choice of employees’ pension management. Furthermore, the study examines how the companies’ decision makers’ characteristics influence their pension fund management choices.
Findings
The findings show that the employers placed the greatest weight to suppliers providing funds adhering to socially responsible investment (SRI) practices, followed by the suppliers’ corporate brand credibility, the funds’ expected return, and the suppliers’ management fees. Second, employers with investment expertise emphasized expected returns and downplayed SR in their choice, whereas employers with stated CSR-strategies downplayed expected return and emphasized SR.
Originality/value
Choice of supplier to manage employees’ pension funds relates to a general discussion on whether companies should do well – maximizing value, or do good, – maximizing corporate SR. In this study, doing well means maximizing expected returns and minimizing costs of the pension investments, whereas doing good means emphasizing SRI in this choice. Unfortunately, the employees might pay a price for their companies’ ethicality as moral considerations may conflict with maximizing the employees’ pension fund value.
Silkoset, Ragnhild; Nygaard, Arne & Kidwell, Roland E. (2016)
Differential effects of plural ownership and governance mechanisms in limiting shirkers and free riders
Using evidence from paired franchisor-franchisee dyads, this study identifies how plural formed ownership mechanisms curb the risk of shirking and free riding in franchise systems. These risks have damaging effects on the invested capital of franchisee entrepreneurs. Although shirking and free riding produce a major source of uncertainty for the franchisee entrepreneur it can be limited by plural formed governance dimensions. These mechanisms have different effects based on unit status, i.e., company owned-units versus franchisee-units. We tested our model using a paired-dyadic data approach to mitigate the problem of shared-method variance among the psychometric measures. Results support the contention that competition limits shirking and free riding across inter-firm relationships, but did not support the hypothesized role of relational mechanisms in lowering potential shirking and free riding. Also, endogeneity test uncovered that dealer’s self-selected into either one of the plural form contracts. Drawing on the economics, marketing and management literatures, this study presents a basis for further investigation by placing international franchising entrepreneurship into a broader context of transactional and relational governance.
Nygaard, Arne; Biong, Harald, Silkoset, Ragnhild & Kidwell, Roland E. (2015)
Leading by example: values-based strategy to instill ethical conduct
Years of research clearly shows that relying on traditional organizational power bases is not effective when companies want to promote business ethics and performance. It is not only that the use of legitimate power to establish ethics codes and coercive power to punish employees who do not comply does not work; this study—based on a multi-method research approach in the retail industry—indicates that the classic iron fist leads to unethical business values and lower service performance. But there is a light at the end of the tunnel for forward-looking managers. The ethical attitudes and behaviors of employees within international organizations is a dynamic variable that is possible to change by the use of values-based leadership. Our extensive study of a large grocery store chain owned by a multinational corporation indicates that managers who lead by example will boost team values and commitment.
Nes, Erik Bertin; Yelkur, Rama & Silkoset, Ragnhild (2014)
Consumer affinity for foreign countries: Construct development, buying behavior consequences and animosity contrasts
B2B branding research indicates that corporate brand equity investments will increase suppliers’ price premiums. In contrast, economics of information studies suggest suppliers’ price premiums to decrease with their brand investments. This study, building on economics of information, tests these contrasting perspectives empirically in a B2B-services context. The results show that suppliers’ corporate brand investments are ineffective in creating price premiums because brand investments and price premiums provide substituting information of unobservable quality. Furthermore, suppliers’ price premiums decrease with buyers’ willingness to punish sellers’ quality deception. In contrast, the suppliers’ price premiums increase with their provision of warranties and with their customers’ quality sensitiveness.
Biong, Harald; Nygaard, Arne & Silkoset, Ragnhild (2013)
Ledelse, lønnsomhet og etikk gjennom eksemplets makt
16(2) , s. 39- 46.
Silkoset, Ragnhild (2013)
Negative and Positive Effects of Social Capital on Co-located Firms’ Withholding Efforts
Purpose – This study aims to demonstrate that the investments in social capital do not always pay off. Although an important function of social capital is its potential for influencing co-located companies' opportunistic behavior, social capital also has a negative side. This study seeks to examine the negative and positive effects of the social capital dimensions on a company's profitability and on the perception that co-located firms free ride and shirk. Design/methodology/approach – By including data from 224 firms in 112 true-paired dyadic relationships, this study provides a unique and valid basis for empirical study within SEM analysis. The ability to link different information sources in the analysis creates a unique data set that controls for the confounding effects of common method biases in the analysis. Findings – Markets with a low degree of collective activity gain less advantage from cognitive social capital, because its primary effect lies in its transparency and ability to detect opportunistic behavior. The effect of relational social capital is more stable because of the positive direct effect on profitability. Structural social capital indicates markets that would benefit from creating private incentives with the intention to transfer collective activities into private payoffs. This reduces the need to follow up the co-localized businesses. Originality/value – This study shows that the dimensions of social capital vary regarding whether they reduce or facilitate the perceived withholding efforts by co-located firms.
Nes, Erik Bertin; Yelkur, Rama & Silkoset, Ragnhild (2012)
Exploring the animosity domain and the role of affect in a cross-national context
Purpose – The purpose of this paper is to contribute to the development of animosity theory in three areas; construct domain, the mediating role of affect and model testing. Design/methodology/approach – Exploratory and empirical research is carried out in two countries in order to explore the domain and to test the factor structure and the hypotheses through confirmatory analysis. Findings – We find animosity is a four-dimensional construct which impacts buying behavior through affect. Originality/value – The research extends the domain of the animosity construct to a four-dimensional structure rather than the two-dimensional structure used in most previous studies. It is the first study to empirically test an extended animosity domain and investigate the mediating role of affective emotional responses between animosity and buying intentions.
Dahlstrøm, Robert; Silkoset, Ragnhild, Nilsen, Harald & Nygaard, Arne (2010)
Venner og kjente - hvordan hjelper de deg til bedre lønnsomhet i næringsklynger?
13(5) , s. 46- 53.
Silkoset, Ragnhild (2010)
Ti tips for prisstrategier i Krisetider
13(1) , s. 22- 25.
Biong, Harald; Nygaard, Arne & Silkoset, Ragnhild (2010)
The Influence of Retail Management's Use of Social Power on Corporate Ethical Values, Employee Commitment, and Performance
Market Orientation Capabilities: A Study of Learning Processes in Market-oriented Companies
The literature operates with three perspectives on market orientation. These include market orientation as behavior (Kohli and Jaworski 1990; Narver and Slater 1990), market orientation as a unique resource (Hunt and Morgan 1995) and market orientation as a dynamic learning capability (Sinkula 1994; Day 1994b). A company's level of market orientation will vary with regard to the perspectives, including factors affecting a company’s degree of market orientation and the effects of market orientation. Chapter 2 investigates these subjects. After investigating the different aspects of market orientation and after looking at variations in the factors affecting the level of market orientation, Chapter 3 will investigate factors that influence the market-oriented firm’s intelligence processing for the generation of knowledge. Through the establishment of measures for market orientation capabilities, I will identify determinants that affect knowledge generation in the area of market orientation (see Sinkula, Barker and Nordewier 1997; Day 1994a). Chapter 4 explains the method used to analyze the research model, and the validation of the measures, while Chapter 5 reports the results of the analysis. Chapter 6 describes the conclusions from the project, and offers suggestions for future research.
Silkoset, Ragnhild (2009)
Prisstrategier til norske bedrifter
12(4)
Biong, Harald & Silkoset, Ragnhild (2008)
Samarbeid eller konkurranse: to alternative veier til lavere priser og kostnader
11(2) , s. 59- 65.
Jr, Roland E. Kidwell; Nygaard, Arne & Silkoset, Ragnhild (2007)
Antecedents and Effects of Free Riding in the Franchisor-Franchisee Relationship
22(4) , s. 522- 544.
Nes, Erik B.; Solberg, Carl Arthur & Silkoset, Ragnhild (2007)
The impact of national culture and communication on exporter-distributor relations and on export performance
16(4) , s. 405- 424.
Silkoset, Ragnhild (2007)
Tjenesteproduksjon og innovasjon
Biong, Harald & Silkoset, Ragnhild (2006)
Extendedness as a relationship governance mechanism for securing cooperation in marketing relationships
13
Traditionally, buyers encourage fierce price competition among suppliers. Such price competition has been the dominating strategy for purchase of commodities in business markets. Undoubtedly, this practice has been effective in many cases. Unfortunately, transactional purchasing practices could have negative effects because they demotivate suppliers to engage in value creating activities and incur substantial transaction costs. In contrast to competition, buyer-seller cooperation can also bring prices and total costs down. One problem of cooperation is that the parties can realize individual gains by defection while the other continues to cooperate. This article examines how industrial buyers of a commodity can overcome this problem and realize cost savings and low prices by motivating the supplier to cooperate by offering an extended time frame for purchases. The authors test the research hypotheses in a sample of 347 industrial buyers of electricity. The empirical tests provide general support for their predictions. The implications of the findings for marketing theory and practice are discussed.
Silkoset, Ragnhild (2006)
En empirisk kartlegging av norske bedrifters forventninger til egen krisehåndtering
9(4) , s. 72- 87.
Silkoset, Ragnhild (2005)
Failure of collective action: The role of co-market orientation
, s. 101- 129.
Silkoset, Ragnhild & Nygaard, Arne (2021)
«Hva kan Nortura lære av Walmart? Mer tilsyn er ikke veien til bedre dyrevelferd,»
[Kronikk]
Silkoset, Ragnhild (2021)
«Smarte Kontrakter er Veien til Grønnere og mer Lønnsomme Forsyningskjeder,»
[Kronikk]
Silkoset, Ragnhild & Nygaard, Arne (2021)
«Smarte Kontrakter er Veien til Grønnere og mer Lønnsomme Forsyningskjeder,
[Kronikk]
Silkoset, Ragnhild (2020)
Treningsbransjen tvinges til å tenke nytt
[Kronikk]
Nygaard, Arne & Silkoset, Ragnhild (2020)
En perfekt storm: Pandemien og falske produkter
[Kronikk]
Silkoset, Ragnhild (2020)
Prisras - kan ikke gi seg
[Kronikk]
Silkoset, Ragnhild (2020)
Tvinges til å ta nye grep
[Kronikk]
Nygaard, Arne & Silkoset, Ragnhild (2020)
Gode eksempler og tillit til eksperter trumfer tvang og restriksjoner
[Kronikk]
Nygaard, Arne & Silkoset, Ragnhild (2020)
Korona-profitørene De samme kriminelle aktørene som produserer falske luksusvarer omstilte seg raskt til Covid-19 produksjon
[Kronikk]
Silkoset, Ragnhild (2020)
Står imot Black Friday
[Kronikk]
Silkoset, Ragnhild (2020)
Politiet advarer: Risikerer ugyldig pass
[Kronikk]
Silkoset, Ragnhild (2020)
Tove trodde ribba var norsk: - Føler meg lurt
[Kronikk]
Silkoset, Ragnhild (2020)
Burger King med ærlig reklamekampanje: - Sjokkerer med muggen burger: - Modig
[Kronikk]
Silkoset, Ragnhild (2020)
Priskrig på julematen - Tomme hyller: Det er helt Texas
[Kronikk]
Silkoset, Ragnhild (2019)
Mange ledige hytter påsken
[Kronikk]
Silkoset, Ragnhild (2019)
Boost for Tønsbergs omdømme: Nå gjelder det å få festivalbildene ut på det som finnes av sosiale medier
[Kronikk]
Silkoset, Ragnhild (2019)
La ut gullnummer på Finn
[Kronikk]
Silkoset, Ragnhild (2019)
Opptil dobbelt så dyre som ellers i året
[Kronikk]
Silkoset, Ragnhild (2019)
Derfor bør du sjekke prisene på disse varene ekstra nøye
[Kronikk]
Silkoset, Ragnhild (2019)
Halvparten tror konkurrentene jukser med Black Friday-prisene
[Kronikk]
Silkoset, Ragnhild (2019)
Restaurant Under har halvt års venteliste: - Norsk restaurant vekker oppsikt
[Kronikk]
Silkoset, Ragnhild (2019)
Apotek-ansatte føler seg presset av interne salgskonkurranser
[Kronikk]
Silkoset, Ragnhild (2019)
Spar tusener på sydenturen
[Kronikk]
Silkoset, Ragnhild (2019)
Fisk i stim: - Da Marit Bjørgen forsvant fra Kiwi, ble det bråstopp
[Kronikk]
Silkoset, Ragnhild (2019)
- Neste år kan det være f'rre butikker å velge i
[Kronikk]
Silkoset, Ragnhild (2019)
Kalorier i grønnsakschips: - Rotgrønnsakschips er godteribombe: - En overraskelse
[Kronikk]
Silkoset, Ragnhild (2019)
Så mye svinger sydenprisene
[Kronikk]
Silkoset, Ragnhild (2019)
Superstjernenes suksessviner på Vinmonopolet - Brad Pitts nye vin til Norge
[Kronikk]
Silkoset, Ragnhild (2019)
Så mange tusenlapper sparte de på tre uker
[Kronikk]
Silkoset, Ragnhild (2011)
Vennenettverket
[Kronikk]
Silkoset, Ragnhild (2011)
Slakter treningstrendene
[Kronikk]
Silkoset, Ragnhild (2011)
Fra slakt til suksess
[Kronikk]
Silkoset, Ragnhild (2011)
Nøkkelhullprodukter
[Kronikk]
Silkoset, Ragnhild (2011)
Nisjenes død
[Kronikk]
Silkoset, Ragnhild (2011)
Vil bli smartere i å tjene penger
[Kronikk]
Silkoset, Ragnhild (2011)
Dilter du etter?
[Kronikk]
Silkoset, Ragnhild (2011)
Om nettverk
[Kronikk]
Silkoset, Ragnhild; Nygaard, Arne & Biong, Harald (2011)
Eksempelets makt
[Kronikk]
Silkoset, Ragnhild & Nygaard, Arne (2025)
Leveraging Blockchain and Smart Contracts to Combat Greenwashing in Sustainable Development
Blockchain technology, when combined with smart contracts, enables buyers to distinguish between greenwashed and genuinely eco-friendly products. The presence of counterfeit items can severely impact supply chains by diminishing brand value, eroding consumer confidence, and undermining market trust. This article explores how smart contracts can help mitigate the circulation of counterfeit goods and safeguard brands by establishing institutional trust through tamper-proof data, enhanced transparency, and improved traceability. Information asymmetry on digital marketing platforms significantly contributes to the proliferation of greenwashed counterfeit goods. We introduce an infection-leakage model based on anecdotal case evidence to explain the interactions between different market types. The transition from relying solely on traditional written contracts, certifications, and brands to incorporating blockchain and smart contract technology is analyzed for its potential to strengthen supply chains and curtail the spread of counterfeit greenwashed products. Blockchain technology provides consumers with detailed product information, empowering them to choose authentic green products over counterfeit “lemons.” Our theoretical framework suggests that this shift to blockchain smart contracts can reduce the transaction costs associated with counterfeit infiltration, thereby protecting brands and the intellectual property rights of authentic sustainable products.
Silkoset, Ragnhild & Nygaard, Arne (2024)
I kampen mot grønnvasking, kan blokkjede-teknologi være løsningen
[Popular Science Article].
Silkoset, Ragnhild & Nygaard, Arne (2024)
How blockchain technology can effectively combat greenwashing OPINION: By ensuring transparency, it could reduce the impact of greenwashing and support genuine practices.
[Popular Science Article].
Silkoset, Ragnhild & Nygaard, Arne (2024)
I kampen mot grønnvasking kan blokk-kjedeteknologi være løsningen
[Popular Science Article].
Silkoset, Ragnhild & Nygaard, Arne (2024)
Green Cities: Exploring Urban Clusters in Fostering Innovation and Sustainable Performance
[Conference Lecture]. Event
Silkoset, Ragnhild & Nygaard, Arne (2024)
How blockchain technology can effectively combat greenwashing in sustainable markets
[Popular Science Article].
Johansen, Odd Erik; Høiberg, Mikkel Peter & Silkoset, Ragnhild (2023)
Identifying Factors Influencing Intention to Use and Willingness to Pay for Weight Reducing Products
[Conference Lecture]. Event
Mamen, Anders Mathias & Silkoset, Ragnhild (2023)
Hvordan ta bedre prisbeslutninger?
[Lecture]. Event
Hvordan kan du som markedsanalytiker bidra til at virksomheten tar bedre prisbeslutninger? I dette foredraget kombinerer Ragnhild og Anders innsikt fra forskning med praktisk erfaring med prisarbeid, slik at du får verktøy som hjelper virksomheten til å ta bedre prisbeslutninger.
Nygaard, Arne; Silkoset, Ragnhild & Kidwell, Roland E. (2020)
Government Coercion Backfires in FightingCOVID-19 Their draconian measures and hypocrisy in following them come ata cost.
[Popular Science Article].
Influence, persuasion, and communication are complicated matters that politicians must navigate to limit the spread of COVID-19. Most people feel a strong responsibility to reduce the spread of infection. This has given authorities legitimacy to introduce strict measures, such as harsh restrictions and punitive penalties aimed at companies, organizations, and individuals. California Gov. Gavin Newsom, House Speaker Nancy Pelosi, and other politicians don’t obey the intrusive restrictions they place on others. Yet the coercive power displayed through such restrictions as business lockdowns and stay-at-home orders frequently leads to increases in drug use, suicide rates, depression, unemployment, and economic ruin.
Silkoset, Ragnhild; Dahlstrøm, Robert & Nygaard, Arne (2018)
The Blockchain Disruption: From Lemons to Peach Markets
[Conference Lecture]. Event
Silkoset, Ragnhild; Dahlstrøm, Robert & Nygaard, Arne (2018)
The End of Organizations? The Disruptive Impact of Blockchain Technology on Trust, Opportunism and Transactions
[Conference Lecture]. Event
Silkoset, Ragnhild; Nygaard, Arne & Kidwell, Roland E* (2012)
Differential Effects of Governance Mechanisms on Franchisor-Franchisee Unit Opportunism
[Conference Lecture]. Event
Biong, Harald & Silkoset, Ragnhild (2011)
Will companies pay for clean conscience? The effect of social responsible investments on SMEs' choice of pension funds?
