Faculty Profile

Erik Olson

Professor - Department of Marketing

Publications

Olson, Erik (2018)

The Fakegate scandal: Social marketing ethics in promoting a difficult to sell good cause.

Journal of Social Marketing, 8(3), s. 297- 313. Doi: 10.1108/JSOCM-04-2017-0030

Olson, Erik (2018)

Lead market learning in the development and diffusion of electric vehicles.

Journal of Cleaner Production, 172, s. 3279- 3288. Doi: 10.1016/j.jclepro.2017.10.318

Olson, Erik (2018)

Are rival team fans a curse for home team sponsors? The moderating effects of fit, oppositional loyalty, and league sponsoring

Marketing letters, 29(1), s. 115- 122. Doi: 10.1007/s11002-017-9441-6

Sports sponsorship is big business, and a great deal of research provides evidence as to sponsorship’s efficacy in achieving a large range of communication goals, particularly for brands that are perceived as fitting well with the sport by the most involved fans. A developing body of literature, however, suggests that fan passion for a favorite team or athlete might work against the sponsors of hated rivals. The current research contributes to the rivalry effects topic by examining the impact of sponsor-sport fit, business rivalry, and league sponsoring on “home” team fan attitudes towards the sponsors of their team’s main rival. The study finds that negative rivalry effects are particularly severe when the rival team sponsor has high-perceived fit with the sport and is a direct business rival to a “home” team sponsor, but that league sponsorships largely mitigate these rivalry effects.

Olson, Erik (2017)

Will songs be written about autonomous cars? The implications of self-driving vehicle technology on consumer brand equity and relationships

International Journal of Technology Marketing, 12(1), s. 23- 41. Doi: 10.1504/IJTMKT.2017.10002383

Fully autonomous vehicles that take all the driving duties away from car passengers will soon be available from most of the world’s automakers and a variety of world famous technology brands such as Google and Apple. While a number of legal and technical issues need to be resolved before self-driving cars can be commercialised, they are predicted to offer a number of potential advantages in terms of passenger convenience, safety, and comfort, although there is also speculation that the technology may reduce the emotional bond that many consumers have for cars and car brands. This paper uses branding literature and theory to predict how self-driving technology may change the influence of brands on consumer vehicle choice, including the desire to own a car, and the potential opportunities and challenges this will present to automotive and non-automotive brand managers and researchers.

Olson, Erik (2016)

The rationalization and persistence of organic food beliefs in the face of contrary evidence

Journal of Cleaner Production, 140, s. 1007- 1013. Doi: 10.1016/j.jclepro.2016.06.005

Olson, Erik & Biong, Harald (2015)

The Solyndra case: An Institutional Economics perspective on the optimal role of government support for green technology development.

International Journal of Business Continuity and Risk Management (IJBCRM), 6(1), s. 36- 47. Doi: 10.1504/IJBCRM.2015.070351

Olson, Erik (2015)

The financial and environmental costs and benefits for Norwegian electric car subsidies: Are they good public policy?

International Journal of Technology, Policy and Management, 15(3), s. 277- 296. Doi: 10.1504/IJTPM.2015.071036

Olson, Erik (2015)

Green Innovation Value Chain Frame of Comparisons: Market and Public Policy Implications

International Journal of Technology, Policy and Management, 15(2), s. 178- 196. Doi: 10.1504/IJTPM.2015.069219

Olson, Erik (2014)

Green Innovation Value Chain analysis of PV solar power

Journal of Cleaner Production, 64(February), s. 73- 80. Doi: 10.1016/j.jclepro.2013.07.050

Olson, Erik (2013)

Perspective: The Green Innovation Value Chain: A Tool for Evaluating the Diffusion Prospects of Green Products

The Journal of product innovation management, 30(4), s. 782- 793. Doi: 10.1111/jpim.12022

Olson, Erik (2013)

It's not easy being green: the effects of attribute tradeoffs on green product preference and choice

Journal of the Academy of Marketing Science, 41(2), s. 171- 184. Doi: 10.1007/s11747-012-0305-6

Olson, Erik & Thjømøe, Hans Mathias (2012)

The relative performance of TV sponsorship versus television spot advertising

European Journal of Marketing, 46(11/12), s. 1726- 1742. Doi: 10.1108/03090561211260068

Olson, Erik (2012)

’Outing’ the Supplier: Implications for Manufacturers and Retailers

Journal of Product & Brand Management, 21(1), s. 47- 52. Doi: 10.1108/106104212

Olson, Erik (2012)

Supplier inferences to enhance private label perceptions

Journal of Business Research, 65(1), s. 100- 105. Doi: 10.1016/j.jbusres.2011.02.004

Olson, Erik & Thjømøe, Hans M. (2011)

Explanations for sponsor identification accuracy

Journal of Sponsorship, 4(4), s. 366- 376.

Olson, Erik & Thjømøe, Hans M. (2011)

Explaining and Articulating the Fit Construct in Sponsorship

Journal of Advertising, 40(1), s. 57- 70. Doi: 10.2753/JOA0091-3367400104

Olson, Erik (2010)

Does sponsorship work in the same way in different sponsorship contexts?

European Journal of Marketing, 44(1-2), s. 180- 199. Doi: 10.1108/03090561011008664

Olson, Erik & Thjømøe, Hans Mathias (2010)

How Bureaucrats and Bean Counters Strangled General Motors by Killing its Brands

Journal of Product & Brand Management, 19(2), s. 103- 113.

Olson, Erik (2009)

The Impact of Intra-Brand Platform Sharing on Brand Attractiveness

Journal of Product & Brand Management, 18(3), s. 212- 217.

Olson, Erik & Thjømøe, Hans Mathias (2009)

Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising

Journal of the Academy of Marketing Science, 37(4), s. 504- 515. Doi: 10.1007/s11747-009-0147-z

Olson, Erik (2008)

The implications of platform sharing on brand value

Journal of Product & Brand Management, 17(4), s. 244- 253.

Olson, Erik & Thjømøe, Hans Mathias (2003)

The Effects of Peripheral Exposure to Information on Brand Preference in a Low Involvement Setting

European Journal of Marketing, 37(1/2), s. 243- 255.

Thjømøe, Hans Mathias; Olson, Erik & Brønn, Peggy S. (2002)

Decision-making Processes Surrounding Sponsorship Activities

Journal of Advertising Research, 42(6), s. 6- 15.

Olson, Erik & Widing, Robert E (2002)

Are Interactive Decision Aids Better than Passive Decision Aids? A Comparison with Implications for Information Providers on the Internet

Journal of Interactive Marketing, 16(2), s. 23- 33.

Olson, Erik & Bakke, Geir (2001)

Implementing the lead user method in a high technology firm: A longitudinal study of intensions versus actions

The Journal of product innovation management, 18(November), s. 388- 395.

Brønn, Peggy S. & Olson, Erik (1999)

Mapping the Strategic Thinking of PR Managers in a Crisis Situation: An Illustrative Example Using Conjoint Analysis

Public Relations Review, 25(3), s. 351- 368.

Olson, Erik (1995)

How Magazines Portrayed Advertising: 1900-1940

Journal of Advertising, 24(3), s. 43- 58.

Bradley, David & Olson, Erik (2017)

What’s gonna drive you home?

Science Spot, Science News and Inderscience Research Spot [Fagblad]

Hansen Eriksrud, Ole Jonny & Olson, Erik (2016)

Om et år er Amalie Iuel «fritt vilt» for sponsorene

Nettavisen [Avis]

Olson, Erik (2013)

Duellen, Elbillers særbehandling

energi [Avis]

Thjømøe, Hans M. & Olson, Erik (2011)

Forbrukeratferd

[Textbook]. Universitetsforlaget.

Olson, Erik (2006)

"Outing” the Store Brand Supplier: Does it Increase the Quality Perceptions of Store Brands?

[Academic lecture]. Recent Advances in Retailing and Services Science Conference.

Olson, Erik & Thjømøe, Hans Mathias (2004)

Sponsorship Identification Revisited: Does Expertise, Involvement, Familiarity, or Prior Attitudes Explain SponsorshipRecall Accuracy and Use of Construction Heuristics?

[Academic lecture]. International Conference on Research in Advertising..

Olson, Erik & Bakke, Geir (2004)

Creating breakthrough innovations by implementing the Lead User methodology

[Article in business/trade/industry journal]. Telektronikk, s. 126- 132.

Olson, Erik & Bakke, Geir (2004)

A comparison of new product development practices in North America and Norway

[Article in business/trade/industry journal]. Telektronikk, s. 120- 125.

Olson, Gary & Olson, Erik (2003)

A Pictorial History of Sioux Falls, SD

[Popular scientific book]. Donning Co..

Olson, Erik & Brønn, Carl (2001)

Seeing Their World: The Cognitive Mapping of Product Managers

[Academic lecture]. AMA Winter Educators Conference.

Thjømøe, Hans Mathias & Olson, Erik (2001)

Forbrukeratferd

[Textbook]. Universitetsforlaget/Focus forl..

Olson, Erik & Widing, Robert E (2000)

Are Interactive Decision Aids Better Than Passive Decision Aids? A Comparison with Implications for Information Providers on the Internet

[Academic lecture]. AMA Winter Educators Conference.

Olson, Erik L. & Thjømøe, Hans M. (1999)

Cross-Cultural Segmenting and Brand Extension: the Case of the Mercedes A-Class Launch

[Academic lecture]. ESOMAR International Automotive Marketing Conference.

Olson, Erik & Thjømøe, Hans M. (1998)

Cross-Cultural Segmenting and Brand Extension: The Case of the Mercedes-Benz A-Class Launch

[Academic lecture]. ESOMAR International Automotive Marketing Conference.

Olson, Erik & Thjømøe, Hans M. (1997)

The Effects of Mere Exposure on Brand Preference

[Academic lecture]. AMA Winter Educators Conference.

Widing, Robert E & Olson, Erik (1997)

Brand Search Behavior for Users of Cutoff Decision Aids

[Academic lecture]. Marketing Science Conference.

Widing, Robert E; Speed, Richard & Olson, Erik (1997)

Control Systems for the Market Oriented Organization

[Academic lecture]. EMAC.

Olson, Erik & DeWitt, Frank (1996)

Do Consumer Loyalty Programs Really Create Brand Loyalty?

[Academic lecture]. European Institute for Advanced Studies in Marketing Conference on Relationship Marketing.

Widing, Robert E; Olson, Erik & Talarzyk, Wayne (1995)

The Predictive Power of Linear Models as Computer Assisted Decision Aids

[Academic lecture]. Marketing Science Conference.

Widing, Robert E; Olson, Erik & Talarzyk, Wayne (1992)

The ADE Scale: Measures of and Relationships Among Accuracy, Difficulty, and Mental Effort in Aided Decision Making

[Academic lecture]. American Marketing Association Summer Educators Conference.

Widing, Robert E; Talarzyk, Wayne & Olson, Erik (1991)

Electronic Information Systems for Consumers: An Evaluation of Computer Assisted Formats in Multiple Decision Environments

[Academic lecture]. AMA Summer Educators Conference.

Olson, Erik (1991)

The Unintended Negative Consequences of Advertising During the Early Years of the Modern Advertising Era: An Editorial Content Analysis of Popular Magazines: 1900-1940

[Academic lecture]. AMA Summer Educators Conference.

Widing, Robert E; Talarzyk, Wayne & Olson, Erik (1990)

An Evaluation of a Computer Assisted Cutoff Decision Aid in Multiple Choice Contexts

[Academic lecture]. AMA Summer Educators Conference.

Academic Degrees
Year Academic Department Degree
1992 Case Western Reserve University Ph.D.
1986 Indiana University M.B.A.
1983 Augustana College B.A.
Work Experience
Year Employer Job Title
2009 - Present BI Norwegian Business School Professor
1994 - 2009 BI Norwegian Business School Associate Professor
2001 - 2001 University of Southern Europe Visiting Associate Professor
1995 - 1996 Melbourne Business School Visiting Associate Professor
1992 - 1994 BI Norwegian Business School Visiting Scholar/Associate Professor
1988 - 1992 Case Western Reserve University Instructor/Research Assistant
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