Faculty Profile

Bendik Meling Samuelsen

Head of Department - Department of Marketing

Publications registered in Cristin

(Current research information system in Norway)


I am born in Oslo, Norway, raised in Notodden, Norway, the Blues Town, also known to be the craddle of Norsk Hydro, and Tinfos. After finishing my military service, I moved to Hoenefoss where I studied at Buskerud University College for six years, graduating with a MSc in marketing in 1997.

I moved on to Bergen, the Norwegian School of Economics (NHH), to start my doctoral studies in 1997. Obtained my PhD from Norwegian School of Economics in 2004, including visits to Ohio State University. I came to BI Norwegian Business School in 2000 and have had various positions here. Started as assistant professor in 2000, promoted to associate professor in 2004, and full professor of marketing in 2013. In January 2015, I assumed the role as head of department, department of marketing at BI Norwegian Business School. From 2003 to 2011 I was program director (AD) for the bachelor program in marketing communication, and program director (AD) for the bachelor program in marketing managment from 2013 to 2015. In 2009 and 2010, I took the GCPCL program at Harvard Business School, US.

Research areas
Brand strategy in general could be an easy answer. Brands has allways intrigued me - basically bonding between humans and non-human brands are interesting to me, and it never stops puzzling me how brands tend to play significant roles in our lives (for better and worse I guess). Related to the brand-strategy area, I am very interested in brand growth, brand portfolio management, and brand communication. Over the last few years, I have developed a keen interest in the habitual choices consumers make more often than traditional CB-models assume. Habits' importance in everyday life is underestimated in both academia and business practice, a field I want to pursue in my future research.

Teaching areas
Brand management at Executive level.

Academic Degrees
Year Academic Department Degree
2004 Norwegian School of Economics, NHH Ph.D.
1997 Buskerud University College Master of Science
Work Experience
Year Employer Job Title
2015 - Present BI Norwegian Business School Head of department
2013 - Present BI Norwegian Business School Professor of marketing
2004 - 2013 BI Norwegian Business School Associate professor
2000 - 2004 BI Norwegian Business School Assistant professor
2000 - 2003 Bodø Graduate School of Business Adjunct Associate professor
1997 - 2000 Norwegian School of Economics, NHH PhD Candidate