Robert Dahlstrøm

Professor II - Institutt for markedsføring


Robert Dahlstrom is the Joseph C. Seibert Professor of Marketing in the Farmer School of Business at Miami University. He is also an adjunct professor of marketing at BI-Norwegian Business School. He has published articles in the Journal of Marketing Research, the Journal of Marketing, the Journal of the Academy of Marketing Science, and elsewhere. His research employs logic from institutional economics and related governance theories to investigate triple bottom line performance. The Chicago Business Press published his book titled Sustainable Marketing in 2018.


Burki, Umar; Glavee-Geo, Richard, Dahlstrøm, Robert, Kanani, Renger & Buvik, Arnt (2023)

The moderating effect of market knowledge on contractual efficacy : evidence from Asian supplier–Western buyer relationships

Asian Business & Management, 22(4), s. 1454- 1484. Doi: 10.1057/s41291-022-00214-1 - Fulltekst i vitenarkiv

This study employs transaction cost logic to investigate effects of market knowledge on formal contracting. The model maintains that market knowledge moderates the effects of supplier specific assets and buyer specific assets on contracting in international buyer–seller relationships. We collected survey data from 131 international buyer–supplier relationships and applied regression analysis to test the hypotheses. The data suggest that the need for formal contracts diminishes when substantial supplier specific assets accompany high market knowledge. In contrast, the need for formal contracting increases when substantial buyer specific assets are combined with high market knowledge. This study provides new insights for B2B marketing literature by shedding light on the influence of market knowledge on formal contracts. The discussion addresses the study’s implications for interorganizational theory and practice.

Nygaard, Arne & Dahlstrøm, Robert (2023)

Better together? How evolution of co-branding alliance affects performance

The journal of business & industrial marketing, 38(9), s. 1899- 1910. Doi: 10.1108/JBIM-07-2022-0304 - Fulltekst i vitenarkiv

Purpose The purpose of this study is to examine role stress over the course of an alliance between supply chains. This study examines ambiguity as antecedent to multiple organisational outcomes. Design/methodology/approach This study subsequently uses a time series design that uses a close replication of the authors’ initial study. The design affords the opportunity to examine the dynamics associated with the evolution of the alliance. Findings This study recognises that the relationships developed by collaborating firms are enacted by downstream entrepreneurs in the supply chain, yet this observation is rarely incorporated into interfirm research. The authors illustrate that the alliances have a significant downstream influence on operations at the retail level. Research limitations/implications This longitudinal research has the potential to reduce common method variance and enhance causal inference. The second limitation concerns the simultaneous collection of the predictor and criterion variables. The third limitation is the use of single informants as the primary vehicle for the analysis of the theoretical model when prior research indicates that multiple informants offer enhanced reliability and validity. Practical implications The findings contribute to the management theory of business entrepreneurship and strategic alliances and research on supply chains. Originality/value This study underscores the need to examine alliances via time series. Research that attempts to generalise from data collected at a single point in time is unlikely to be able to capture the dynamics associated with the development of a joint venture and offers limited opportunity to make inferences about the causal order of relationships. The model based on longitudinal data reveals that the stage of an alliance influences the level of vertical control and ambiguity and the effect of control on role ambiguity.

Dahlstrøm, Robert (2022)

A Review of Benefits, Constraints, and Research Opportunities in the Markets for Voluntary Offset Investments

Journal of Sustainable Marketing, 3(1), s. 72- 83. Doi: 10.51300/jsm-2022-52 - Fulltekst i vitenarkiv

Voluntary offset investments provide the opportunity to compensate for the ecological consequences of consumption. Despite this opportunity, many entities do not purchase offset investments. We provide an overview of alternative carbon and biodiversity offset investments. We characterize the marketplace conditions, benefits, and constraints operating in the markets for voluntary carbon and biodiversity offset investments. We subsequently outline research implications inherent to these markets.

Kanwal, Maria; Burki, Umar, Ali, Raza & Dahlstrøm, Robert (2022)

Systematic review of gender differences and similarities in online consumers’ shopping behavior

Journal of Consumer Marketing, 39(1), s. 29- 43. Doi: 10.1108/JCM-01-2021-4356 - Fulltekst i vitenarkiv

Purpose This study aims to systematically examine gender specific behavioral differences and similarities in online shopping consumers, underlying theories for such differences and similarities and moderating and mediating roles of gender in studying the effects of online marketing strategies. This synthesis explores gender differences and similarities from a wide range of online settings, including readiness for adoption of new technology, willingness to make online payments, trust in online vendors, perception and behavior toward online business websites and perceived online service quality. Design/methodology/approach A systematic approach was adopted to derive and then analyze the existing literature. The authors accessed relevant literature from three electronic databases. After a thorough screening process and applying inclusion and exclusion criteria, the study shortlisted 61 academic articles from an initial pool of 187 papers. Findings The findings reveal more differences than similarities between men and women as online consumers. Men generally have more favorable attitudes toward e-tailers (electronic retailing), online purchase/re-purchase and e-payments than women do. Social influences positively affect the online purchase intentions of men and women, but they have a more substantial effect on women. Privacy concerns negatively affect the online trust of men and women, but they also manifest a more significant influence on women. Practical implications Findings of review guide practitioners in formulating effective positioning and communication strategies that enable them to appeal to gender-specific consumer segments in multiple products and business contexts. It offers guidelines to online businesses for developing e-business platforms (websites) that persuade the target audience across gender groups, based on consumer browsing and web navigation preferences. Originality/value This review fulfills the need for a systematic synthesis of empirical research vis-à-vis online consumer behavior studies to find gender-specific perceptions, attitudes and behaviors.

Dahlstrøm, Robert (2021)

Sustainability principles and triple bottom line performance in supply chains

Burki, Umar; Azid, Toseef & Dahlstrøm, Robert (red.). Foundations of a Sustainable Economy : Moral, Ethical and Religious Perspectives

Burki, Umar; Azid, Toseef & Dahlstrøm, Robert (2021)

Sustainability and morality

Burki, Umar; Azid, Toseef & Dahlstrøm, Robert (red.). Foundations of a Sustainable Economy : Moral, Ethical and Religious Perspectives

Burki, Umar; Najam, Usama & Dahlstrøm, Robert (2021)

Measuring Environmental Performance in Business to Business Relationships: A Bibliometric Review

Marketing Intelligence & Planning Doi: 10.1108/MIP-05-2021-0141

Purpose This study presents a bibliometric review of environmental performance in business to business relationships research. Design/methodology/approach We applied suitable keywords to retrieve relevant peer-reviewed articles from the Web of Science database between 1992 and 2019. The study uses bibliographic coupling as a tool to screen 358 relevant articles' titles, abstracts, keywords, frameworks and headings for analysis. For visualization analysis, the study applied the visualizing scientific landscapes viewer. Findings Our review systematically reports about the evolution of environmental performance in business-to-business literature relationships. Bibliometric procedures reveal prominent authors and publication outlets (journals) as well as noteworthy thematic and theoretical contributions to the literature. Practical implications This study provides a comprehensive overview of environmental performance in business relationships and theoretical directions for further research. Originality/value The paper contributes to business literature by outlining emerging research themes and theoretical clusters on environmental performance for future research.

Saeed, Muhammad Rashid; Burki, Umar, Raza, Ali, Dahlstrøm, Robert & Zameer, Hashim (2021)

The antecedents and consequences of brand personality: A systematic review

EuroMed Journal of Business Doi: 10.1108/EMJB-12-2020-0136 - Fulltekst i vitenarkiv

Purpose The topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences. This study, therefore, systematically reviews and synthesizes extant research on antecedents and consequences of BP of consumer products. Design/methodology/approach A systematic review approach is used to identify and analyze relevant studies from five major databases and a search engine. This review identified 62 articles from 43 journals published during 1997–2018. The relevant literature germane to the research objectives is extracted from these articles. Findings This study identifies and classifies antecedents and consequences of BP of consumer products, along with key mediators and moderators underlying these relationships. Additionally, the study reveals pertinent characteristics of BP literature, including conceptualizations, measurements, methods, theories and research settings. Finally, this study develops an integrative conceptual model and presents avenues for future research. Practical implications This study provides insight to practitioners that create and develop brand personalities. The study would inform managers concerning the outcomes of BP. Originality/value To the best knowledge of the authors, this is the first systematic review that synthesizes existing empirical research on antecedents and consequences of BP of consumer products.

Burki, Umar; Azid, Toseef & Dahlstrøm, Robert (2021)

Foundations of a Sustainable Economy : Moral, Ethical and Religious Perspectives


Crosno, Jody; Dahlstrøm, Robert, Liu, Yuerong & Tong, Pui Ying (2021)

Effectiveness of Contracts in Marketing Exchange Relationships: A Meta-analytic Review

Industrial Marketing Management, 92(1), s. 122- 139. Doi: 10.1016/j.indmarman.2020.11.007 - Fulltekst i vitenarkiv

Exchange partners devise and implement contracts to improve performance within a relationship. Detailed, specific contracts provide a blueprint designed to guide desired interfirm behavior, and firms may use the contract to resolve disputes and to ensure the partner fulfills its obligations. Extant research, however, reports contradictory findings on the efficacy of contracts. The objective of our research is to provide a quantitative review of contract specificity and utilization in business-to-business marketing. The findings suggest that specificity and utilization enhance economic performance, relationship quality, and relational norms. Contract specificity is found to discourage opportunism, whereas contract utilization exacerbates opportunism. Theoretical (specific investments, product complexity, and relationship length) and contextual factors (product type, market type, and study location) moderate influences of contractual properties on exchange outcomes. Discussion of these results addresses the implications of the meta-analysis for marketing theory and practice.

Crosno, Jody L.; Dahlstrøm, Robert & Friend, Scott (2020)

Assessments of equivocal salesperson behavior and their influences on the quality of buyer-seller relationships

Journal of Personal Selling & Sales Management, s. 1- 19. Doi: 10.1080/08853134.2020.1742134

In buyer-supplier relationships, salespeople engage in behaviors that buyers may (or may not) view as deceptive. Despite the salesperson’s underlying miscreant or innocent motives, buyers have a difficult time attributing the intentionality of salesperson behaviors after the fact. While extant research has explicated various governance mechanisms to mitigate the occurrence of opportunistic behaviors a priori, scholarship is not as well-versed in understanding (a) the relational factors that influence the buyer’s interpretation of debatably opportunistic salesperson behaviors and (b) the buyer’s retributive response within the ongoing relationship. To bring clarity to these issues, the authors examine relationship factors that influence the likelihood of perceived salesperson opportunism following equivocal salesperson acts. Utilizing data from industrial buyers in the U.S. healthcare industry, this study shows that buyer specific investments are related positively to attributions of salesperson guile, whereas contractual agreements are related negatively to attributions of guile. Relationship solidarity moderates these effects. Further, we find that attributions of salesperson guile lead to perceived salesperson opportunism, which in turn results in buyers lowering their expectations of relationship continuity and increasing their retributive responses. We corroborate these findings with cross-sectional survey data from a sample of industrial buyers. Collectively, these findings hold implications with regard to the role of the buyer’s attribution of salesperson guile for a specific behavior as a determinant of perceived opportunism in general, while also outlining conditions under which buyers are inclined to engage in retributive opportunism.

Flygansvær, Bente Merete; Dahlstrøm, Robert & Nygaard, Arne (2019)

Green innovation in recycling - A preliminary analysis of reversed logistics in Norway

World Review of Entrepreneurship, Management and Sustainable Development, 15(6), s. 719- 733. Doi: 10.1504/WREMSD.2019.104860 - Fulltekst i vitenarkiv

There has been an exponential growth of new electronic products in the global consumer market. New electronic consumer products generate a growing need for new methods, processes and entrepreneurship in recycling. In this study, we examine how entrepreneurs involved in the recycling of electronic products innovate to create a more sustainable circular economy. The recycling system must take care of electronics that contains hazardous materials. Also, a recycling system should prevent the waste of potentially useful materials. Thus, entrepreneurship is crucial to improve the handling of toxic material and processing technology to reuse valuable elements. Innovation therefore is essential to facilitate a sustainable recycling process. In this study, we analyse entrepreneurial innovation in the light of the organisational structure of the recycling system. Following a study of 108 recycling entrepreneurs, competition and specific investments are found to be important factors that drive the sustainable innovation that make Norway one of the countries with the highest recycling rates of electronic and electric waste.

Burki, Umar; Ersoy, Pervin & Dahlstrøm, Robert (2018)

Achieving Triple Bottom Line Performance in Manufacturer-Customer Supply Chains: Evidence from an Emerging Economy

Journal of Cleaner Production, 197(Part 1), s. 1307- 1316. Doi: 10.1016/j.jclepro.2018.06.236

The influence of sustainability on innovation is well-established, yet the efficacy of innovation as a determinant of sustainable performance in supply chains has received less scrutiny. This study examines green innovation practices as determinants of the triple bottom line performance. Moreover, the study implicates top management commitment to sustainability as a driver of green managerial and process innovation. The research employs AMOS to assess survey-based data collected from 181 Turkish manufacturers. The results offer evidence that top management commitment fosters green innovation practices, and these innovations enhance economic performance, environmental performance, and customer cooperation. Top management should therefore commit to achieving sustainable operations and follow up this commitment with green innovations that drive triple bottom line performance.

Grewal, Rajdeep; Saini, Amit, Kumar, Alok, Dwyer, F. Robert & Dahlstrøm, Robert (2018)

Marketing Channel Management in Foreign Markets: Integrative Framework for Multinational Corporations

Journal of Marketing, 82(4), s. 49- 89. Doi: 10.1509/jm.16.0335

Multinational corporations (MNCs) adopt increasingly diverse and complex marketing channels to sell their products worldwide. They strive to manage channels that confront diverse demands from headquarters, foreign subsidiaries, and local partners, as well as complex market environments. Because extant research on MNCs’ marketing channels is sparse, we propose an organizing framework to spur and guide research on MNC channel management. As a meta-theory that integrates economic and social elements of MNC channel management, we use a political economy perspective to propose two testable frameworks pertaining to determinants of (1) MNC marketing channel structures and processes and (2) MNC marketing channel outcomes. Building on these frameworks, we advance a research agenda to test substantive relationships, elaborate new constructs, and study new contexts pertaining to MNC marketing channels. A set of propositions illustrates the applicability of these conceptual frameworks.

Flygansvær, Bente Merete; Dahlstrøm, Robert & Nygaard, Arne (2018)

Exploring the Pursuit of Sustainability in Reverse Supply Chains for Electronics

Journal of Cleaner Production, 189, s. 472- 484. Doi: 10.1016/j.jclepro.2018.04.014 - Fulltekst i vitenarkiv

Abstract: This study examines reverse supply chains in the electronics industry. The analysis characterizes the flow of resources among firms in a reverse supply chain in the Norwegian electronics industry. The study subsequently examines influences of governance mechanisms and culture on the social, ecological, and economic performance in the supply chain. Based on principal-agency theory, the authors implicate collaboration, monitoring, and specific assets as determinants of the interfirm culture operating in the reverse supply chain. The interfirm culture and collaboration serve as antecedents to triple bottom line performance. Data collected with Norwegian electronics collectors indicate that collaboration and interfirm culture influence ecological, economic, and relational components of sustainable performance.

Burki, Umar & Dahlstrøm, Robert (2017)

Mediating Effects of Green Innovation on Interfirm Cooperation

Australasian Marketing Journal, 25(2), s. 149- 156. Doi: 10.1016/j.ausmj.2017.05.001

Previous empirical research has largely neglected the mediating role of green innovations on the top management commitment-customer cooperation relationship. This study examines effects of green process innovation and green managerial innovations on this relationship. An empirical analysis with a sample of 181 ISO 14001 Turkish manufacturing firms suggests that top management commitment positively affects customer cooperation, process innovation and managerial innovation. Green process innovation mediates the positive association between top management commitment and customer cooperation, whereas green managerial innovation does not. These findings suggest that green process innovation facilitates business partners to mitigate the external negative impact on environment. By contrast, green managerial innovation has a stronger in-house orientation and facilitates business firms to minimize their carbon footprints.

Crosno, Jody L. & Dahlstrøm, Robert (2016)

An Empirical Investigation of Bilateral Investments and Opportunism in Buyer-Supplier Relationships

Journal of Marketing Channels, 23(3), s. 146- 156. Doi: 10.1080/1046669X.2016.1186473

Dahlstrøm, Robert & Nygaard, Arne (2016)

The Psychology of Co-Branding Alliances: The Business-to-Business Relationship Outcomes of Role Stress

Psychology & Marketing, 33(4), s. 267- 282. Doi: 10.1002/mar.20874

Crosno, Jody L.; Dahlstrøm, Robert & Manolis, Chris (2015)

Comply or Defy? An Empirical Investigation of Change Requests in Buyer-Supplier Relationships

The journal of business & industrial marketing, 30(5), s. 688- 699. Doi: 10.1108/JBIM-09-2013-0198

Utgård, Jakob; Nygaard, Arne & Dahlstrøm, Robert (2015)

Franchising, local market characteristics and alcohol sales to minors

Journal of Business Research, 68(10), s. 2117- 2124. Doi: 10.1016/j.jbusres.2015.03.010

Dahlstrøm, Robert; Nygaard, Arne, Kimasheva, Maria & Ulvnes, Arne-Morten (2014)

How to Recover Trust in the Banking Industry? A Game Theory Approach to Empirical Analyses of Bank and Corporate Customer Relationships

International Journal of Bank Marketing, 32(4), s. 268- 279. Doi: 10.1108/ijbm-03-2014-0042

Crosno, jody; Manolis, Chris & Dahlstrøm, Robert (2013)

Toward Understanding Passive Opportunism in Dedicated Channel Relationships

Marketing letters, 24(4), s. 353- 368. Doi: 10.1007/s11002-012-9220-3

Plant, Emily; O'Neill, Kerry Leigh & Dahlstrøm, Robert (2012)

A Dead Horse- You Can’t Beat It

Kentucky Journal of Equine, Agriculture and Natural Resources Law, 4, s. 55- 91.

Crosno, Jody L. & Dahlstrøm, Robert (2011)

Fairness Heuristics and the Fundamental Transformation in Interorganizational Relationships

Journal of Business-to-Business Marketing, 18(4), s. 313- 334. Doi: 10.1080/1051712x.2011.574253

Dahlstrøm, Robert & Nygaard, Arne (2010)

Epilogue: Popperian Perspectives on Transaction Cost Economics and Future Directions of Empirical Research

Journal of Retailing, 86(3), s. 284- 290. Doi: 10.1016/j.jretai.2010.07.010

Dahlstrøm, Robert; Silkoset, Ragnhild, Nilsen, Harald & Nygaard, Arne (2010)

Venner og kjente - hvordan hjelper de deg til bedre lønnsomhet i næringsklynger?

Magma forskning og viten, 13(5), s. 46- 53.

Dahlstrøm, Robert; Haugland, Sven A., Nygaard, Arne & Rokkan, Aksel (2009)

Governance structures in the hotel industry

Journal of Business Research, 62(8), s. 841- 847. Doi: 10.1016/j.jbusres.2007.07.033

This study investigates alternative governance forms in the hotel industry. Agency theory maintains that the need for control over service quality, financial risk, and the market environment affect the choice of governance form. Prior agency research emphasizes alternative governance structures that principals employ, given local market conditions, agent incentives, and risk preferences. The study augments the established principal-agent perspective with a discussion of entrepreneurial motivations to join hotel alliances. The study analyzes the choice between independent ownership and affiliation with a voluntary chain as well as the choice between integration and franchising. Data analyses from 650 hotels indicate that the hotel size, amenities, population, and distance to headquarters influence governance. (c) 2008 Elsevier Inc. All rights reserved.

Dahlstrøm, Robert; Nygaard, Arne & Crosno, Jody L. (2008)

Strategic, Metric, and Methodological Trends in Marketing Research and Their Implications for Future Theory and Practice

Journal of Marketing Theory and Practice, 16(2), s. 139- 142.

Crosno, Jody L.; Nygaard, Arne & Dahlstrøm, Robert (2007)

Trust in the Development of New Channels in the Music Industry

Journal of Retailing and Consumer Services, 14(3), s. 216- 223.

Dahlstrøm, Robert; Haugland, Sven A., Haugland, Sven A., Nygaard, Arne & Rokkan, Aksel I. (2003)

Norsk hotellindustri: Blodbad eller konstruktiv reorganisering?

Magma forskning og viten, 6(1), s. 92- 100.

Dahlstrøm, Robert; Haugland, Sven A., Haugland, Sven A., Nygaard, Arne & Rokkan, Aksel I. (2003)

Norsk hotellindustri: Blodbad eller konstruktiv reorganisering?

?, s. 92- 100.

Nygaard, Arne & Dahlstrøm, Robert (2002)

Role Stress and Effectiveness in Horizontal Alliances

Journal of Marketing, 66(2), s. 61- 82.

Azid, Toseef; Burki, Umar & Dahlstrøm, Robert (2021)

Challenges and opportunities

Burki, Umar; Azid, Toseef & Dahlstrøm, Robert (red.). Foundations of a Sustainable Economy : Moral, Ethical and Religious Perspectives

Dahlstrøm, Robert (2019)

Market Knowledge, Specific Assets and the Efficacy of Formal Contracting in International Western Buyer-Asian Supplier Relationships

[Academic lecture]. AMA Winter Educators' Conference.

Dahlstrøm, Robert; Crosno, Jody L. & Friend, Scott (2018)

Oh No You Didn’t: Examining Antecedents to Reciprocal Opportunism in Distribution Channels

[Academic lecture]. AMA Summer Educators' Conference.

Silkoset, Ragnhild; Dahlstrøm, Robert & Nygaard, Arne (2018)

The End of Organizations? The Disruptive Impact of Blockchain Technology on Trust, Opportunism and Transactions

[Academic lecture]. SMS Special Conference.

Silkoset, Ragnhild; Dahlstrøm, Robert & Nygaard, Arne (2018)

The Blockchain Disruption: From Lemons to Peach Markets

[Academic lecture]. Blockchain Technology & Organizational Research Symposium.

Dahlstrøm, Robert & Crosno, Jody Lynn (2018)

Sustainable Marketing

[Textbook]. Chicago Business Press.

Dahlstrøm, Robert; Haugland, Sven A., Haugland, Sven A., Nygaard, Arne & Rokkan, Aksel I. (2003)

The Inter-Organizational Effect of Monitoring Costs, Market and Scale in the Service Industry

[Academic lecture]. The 19th Annual IMP Conference.

Dahlstrøm, Robert; Haugland, Sven A., Haugland, Sven A., Nygaard, Arne & Rokkan, Aksel I. (2002)

An Empirical Investigation of Governance Structures in the Hotel Industry

[Report]. Samfunns- og næringslivsforskning.

Haugland, Sven A.; Haugland, Sven A., Nygaard, Arne, Rokkan, Aksel I. & Dahlstrøm, Robert (2002)

The Interorganizational Effect of Monitoring Costs, Market and Scale in the Service Industry

[Academic lecture]. 12th Nordic Workshop on Interorganizational Research.

Akademisk grad
År Akademisk institusjon Grad
1990 University of Cincinnati Ph.D.
1980 Xavier University B.S.B.A.
År Arbeidsgiver Tittel
2012 - Present BI Norwegian Business School Adjunct professor
2011 - Present Miami University Professor
2011 - 2016 Miami University Department of Marketing Department Chair and Seibert Professor
2010 - 2011 University of Kentucky Gatton College School of Management Director
2009 - 2011 University of Kentucky Center for a Sustainable Aluminum Industry Director
2008 - 2011 University of Kentucky Douglas K. Von Allmen Center for Green Marketing Founder and Director
2007 - 2011 University of Kentucky Gatton College Marketing Area Area Coordinator
2002 - 2011 University of Kentucky Gatton College of Business and Economics Bloomfield Professor of Marketing
1990 - 2011 University of Kentucky Professor
2006 - 2009 BI Norwegian Business School Adjunct professor
2000 - 2004 University of Kentucky Gatton College Marking Area Area Coordinator
1996 - 2002 University of Kentucky, Gatton College of Business and Economics Associate Professor
1990 - 1996 University of Kentucky, Gatton College of Business and Economics Assistant Professor
1992 - 1993 University of Kentucky Summer Program in Vienna, Austria Assistant Professor
1986 - 1990 University of Cincinnati Graduate student
1987 - 1989 University of Cincinnati Instructor
1985 - 1986 General Datacomm Inc. Senior Sales Representative
1983 - 1985 Burroughs Corporation Marketing & Systems Representative
1982 - 1983 Electrical Data Systems, Inc. Senior Sales Representative