Faculty Profile

Auke Hunneman

Associate Professor - Department of Marketing

Biography

Auke Hunneman is Associate Professor at the Marketing Department of BI Norwegian Business School. He earned his PhD in 2011 from the University of Groningen, the Netherlands, and he obtained his Master’s degree in economics at the same university.


Auke Hunneman worked as a researcher and lecturer in marketing at University of Groningen from 2008 until 2010 and he joined BI in 2010. His 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. Auke's research interests include retailing, social networks, (spatial) econometric models, and, more generally, marketing accountability. Auke has taught several courses, including Marketing Models (PhD), Marketing Research (Msc), and Marketing Management (Bsc).



Research areas

Quantitative approaches to managerially relevant phenomena in marketing, including:
Sales Modeling; Store Location; Store Image; Market Structure; Local Marketing; Consumer Shopping Patterns.

Teaching areas

Marketing Management; Retail Marketing; Quantitative Marketing Models; Research Methodology.

Publications

Hunneman, Auke (2018)

Store skjevheter ved bruk av stordata?

Magma - Tidsskrift for økonomi og ledelse, 4, s. 68- 71.

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.

Hunneman, Auke; Verhoef, Peter C. & Sloot, Laurens (2017)

The moderating role of shopping trip type in store satisfaction formation

Journal of Business Research, 78, s. 133- 142. Doi: 10.1016/j.jbusres.2017.05.012

Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)

Where and When?A Longitudinal Study of Export Behavior of New Ventures

Ghauri, Pervez & Kirpalani, V.H.Manek (red.). Handbook of Research on International Entrepreneurship Strategy

Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2015)

Revisiting Uppsala through the Lenses of New Ventures: A Longitudinal Study of Norwegian Firms

Advances in International Marketing, 26, s. 1- 14. Doi: 10.1108/S1474-797920150000026001

Hunneman, Auke; Verhoef, Peter C. & Sloot, Laurens (2015)

The Impact of Consumer Confidence on Store Satisfaction and Share of Wallet Formation

Journal of Retailing, 91(3), s. 516- 532. Doi: 10.1016/j.jretai.2015.02.004

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 - Tidsskrift for økonomi og ledelse, s. 35- 41.

Hunneman, Auke; Selnes, Fred Erling & Jütte, Espen Alexander (2017)

Feiltolkning av reklameeffekt

Dagens Næringsliv [Avis]

Mariia, Koval; Wathne, Kenneth Henning & 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

[Academic lecture]. EMAC Doctoral Colloquium 2015, Leuven (Belgium), advanced track.

Verhoef, Peter; Sloot, Laurens & Hunneman, Auke (2014)

The Impact of Consumer Confidence on the Relationships Between Store Attribute Perceptions and Store Satisfaction and Store Loyalty

[Academic lecture]. EMAC Conference.

Solberg, Carl Arthur; Gripsrud, Geir & Hunneman, Auke (2014)

Redefining Born Globals? A cohort analysis of Norwegian Born Globals

[Academic lecture]. New Research Themes in International Entrepreneurship.

Hunneman, Auke & van Oest, Rutger Daniel (2012)

Mapping local retailer competition: Which geographic regions are owned by which stores?

[Academic lecture]. EMAC 41st Annual Conference.

Academic Degrees
Year Academic Department Degree
2011 University of Groningen Ph.D.
2004 University of Groningen Master of Science
2011 University of Groningen Ph.D.
2004 University of Groningen Master of Science
Work Experience
Year Employer Job Title
2015 - Present Member of the Marketing Analytics group of Norsk Markedsanalyse Forening. Chair
2012 - Present University of Stavanger Adjunct Associate Professor
2011 - Present BI Norwegian Business School Associate Professor
- 2014 Member of the Marketing Analytics group of CPM Scandinavia, RE:Media and Schjærven.
2010 - 2011 BI Norwegian Business School Assistant Professor
2008 - 2010 University of Groningen Researcher/Lecturer in Marketing