Employee Profile

Lars Olsen

Professor - Deans

Department of Marketing

Room number C4Y-084
Phone +4798289257
E-mail lars.olsen@bi.no

Biography

Lars Erling Olsen is Professor of Marketing and Dean for Executive programs at BI Norwegian Business School. Previously, Olsen served several years as Dean Bachelor at BI and Head of Department of Marketing at Kristiania University College (Høyskolen Kristiania). Olsen teaches marketing communication, marketing management, brand management and consumer behavior at both bachelor and master levels, including executive education.

Professor Olsen's general expertise lies in marketing strategy/planning and consumer behavior. His specific research interests are brand management/strategy, marketing communication, and attitude/persuasion theory. Olsen's research has been published in among others: Journal of Business Research, Journal of Advertising, Marketing Letters, and Psychology & Marketing.

He has co-authored Norwegian text books on brand management and marketing communication. Books that are widely used in universities and among industry leaders. Professor Olsen has worked in a variety of diffferent marketing projects the last 20 years. He has served as consultant and advisor to leading Norwegian and Nordic brands/companies, and as a popular speaker, he has conducted marketing seminars on a variety of forums and topics. Before joining academia, Olsen worked as a brand manager in the food industry for several years.

Professor Olsen lives in Nordstrand, Oslo with is wife Hege and children Marius and Kajsa.

Area of Expertise

Publications

Scientific publications In the media Other

Peretz, Adrian; Olsen, Lars Erling & Samuelsen, Bendik Meling (2025)

Merkevareledelse

Peretz, Adrian & Olsen, Lars Erling (2024)

Markedskommunikasjon

Haus, Eirik & Olsen, Lars Erling (2022)

Markedsføring - pensum på 1-2-3

Olsen, Lars Erling; Samuelsen, Bendik Meling, Pappas, Ioannis & Warlop, Luk (2022)

Broad vs. Narrow brand positioning: Effects on competitive brand performance

56(3) Doi: https://doi.org/10.1108/EJM-02-2021-0090 - Full text in research archive

Purpose –Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, the current article examines which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach – Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs. narrow) affects defensive brand performance. Study 2 tests how broad vs. narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. Findings – The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Research implications – The article shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Practical implications – Brand managers would benefit from a narrow brand positioning strategy in accordance with the USP school of thought used by many marketing practitioners. Originality – The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to our knowledge is the first to do so.

Erichsen, Morten & Olsen, Lars Erling (2021)

Pretesting av digital reklame - Nye metoder bør få mer oppmerksomhet

(2) , s. 57- 64. - Full text in research archive

Annonsører og reklamebyråer bør kontinuerlig søke å effektivisere sine reklamekampanjer. Vår undersøkelse viser at A/B-testing av reklame i digitale medier på mange måter har erstattet pretesting av reklame i disse kanalene. Vi hevder at med inntog av nye og mer avanserte metoder som kunstig intelligens (AI) og nevromåling bør pretesting av reklame i digitale medier få mer oppmerksomhet. Sammen med A/B-testing kan dette bidra til å gjøre reklamekampanjer enda mer effektive. Vi rapporterer funn fra en kvalitativ undersøkelse der vi dybdeintervjuer 19 personer i bransjen. Våre funn gir holdepunkter for at pretesting av reklame gjennomføres i svært liten grad i Norge, til tross for at de fleste respondentene har en positiv holdning til pretesting. Funnene viser også at respondentene ikke er godt nok kjent med nye metoder for pretesting av reklame, og at svært få har tatt dem i bruk. Et viktig formål med denne artikkelen er derfor å bidra til at flere blir oppmerksom på nye metoder for pretesting av reklame og tar i bruk disse metodene sammen med A/B-testing for å optimalisere reklamen.

Olsen, Lars Erling (2018)

Måling av merkeassosiasjoner - Reaksjonstid som metode

21(8) , s. 79- 88. - Full text in research archive

Et viktig mål i merkeledelse er å posisjonere merket med relevante og unike assosiasjoner i kundenes hukommelse. Styrken på merkeassosiasjonene – hvor nært en assosiasjon er koblet til merket i hukommelsen – er svært viktig i merkeledelse. Det er imidlertid en utfordring å finne gode metoder for å måle assosiasjonsstyrke. Forskning og eksisterende praksis i markedsanalyse tilbyr få forslag til hvordan man kan måle assosiasjonsstyrke på en korrekt praktisk og teoretisk måte. Denne artikkelen tilbyr en løsning på dette problemet og foreslår måling av reaksjonstid basert på en trestegs analyseprosedyre. Metoden er basert på faktisk kognitiv tilgjengelighet av assosiasjoner i kundenes hukommelse, og hvordan denne tilgjengeligheten slår ut på individuelle reaksjonstider. Konkret produserer denne metoden forskjeller i rapportert hastighet (i millisekunder) mellom assosiasjoner, der kortere reaksjonstider indikerer en sterkere merkeassosiasjon. To studier benyttes for å illustrere metoden. I den første studien testes selskapsassosiasjoner til en stor norsk merkevare som gjennom responstider får innsikt i hvilke assosiasjoner som er sterkest koblet til merket. I den andre studien illustreres metoden ved å teste en rekke ulike sjokolademerkers merkeposisjoner. Resultatene viser at Kvikk Lunsj har den sterkeste posisjonen blant de ulike sjokolademerkene målt i reaksjonstid. Sammenfattet gir disse to studiene gode eksempler på hvordan den foreslåtte metoden kan benyttes, analyseres og rapporteres i praksis.

Olsen, Lars Erling (2018)

Future of Branding in a Digital Age

, s. 73- 84. Doi: https://doi.org/10.18261/9788215031583-2018-06

Olsen, Lars Erling & Peretz, Adrian (2017)

Markedskommunikasjon

Olsen, Lars Erling; Peretz, Adrian & Samuelsen, Bendik Meling (2016)

Merkevareledelse

Peretz, Adrian & Olsen, Lars Erling (2016)

Sekvensielle merkeutvidelser: Strategi for vekst

19(8) , s. 34- 40.

Peretz, Adrian & Olsen, Lars Erling (2016)

Brand Extensions: It's all about managing accessibility

Samuelsen, Bendik Meling; Olsen, Lars Erling & Keller, Kevin Lane (2015)

The multiple roles of fit between brand alliance partners in alliance attitude formation

26(4) , s. 619- 629. Doi: https://doi.org/10.1007/s11002-014-9297-y

Olsen, Lars Erling (2015)

Kampen om plassen i turistens hukommelse

, s. 79- 95.

Olsen, Lars Erling; Samuelsen, Bendik Meling & Gaustad, Tarje (2014)

Same Service, Different Ad Claims: The Moderating Role of Need for Cognition

31(12) , s. 1064- 1073. Doi: https://doi.org/10.1002/mar.20753

Olsen, Lars Erling & Peretz, Adrian (2014)

Connecting the Dots: Using Sequental Extension to Achieve Brand Growth

Olsen, Lars Erling (2014)

Internasjonal merkevarebygging

, s. 219- 236.

Hem, Leif Egil; Iversen, Nina M. & Olsen, Lars Erling (2014)

Category characteristics' effects on brand extension attitudes: A research note

67(8) , s. 1589- 1594. Doi: https://doi.org/10.1016/j.jbusres.2013.10.002

Lanseng, Even Johan & Olsen, Lars Erling (2012)

Brand alliances: the role of brand concept consistency

46(9) , s. 1108- 1126. Doi: https://doi.org/10.1108/03090561211247874

Sværi, Sander & Olsen, Lars Erling (2012)

The role of emotions in customer complaint behaviors

4(3) , s. 270- 282. Doi: https://doi.org/10.1108/17566691211269585

Olsen, Lars Erling & Samuelsen, Bendik Meling (2012)

Product Placement Effects in a Movie: A Field Study

26(2) , s. 131- 146.

Olsen, Lars Erling & Lanseng, Even Johan (2012)

Brands in texts: Attitudinal effects of brand placements in narrative fiction

19(8) , s. 702- 711. Doi: https://doi.org/10.1057/bm.2012.4

Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television programmes, films and computer games. To our knowledge, only one recently published article has looked into brand placements in narrative fiction. Hence, the current article is among the first papers to study the effects of brand placements in narrative fiction, and among the first papers to investigate consumers’ attitudes towards such placements. The basic proposition is that brand prominence (high plot integration versus low plot integration) is positively related to favourable attitudes towards the brand. Additionally, we propose that plot integration interacts with reader involvement in the text, thereby increasing the importance of visible and dominant brands placed in the text for high-involvement consumers. An experiment manipulating plot integration and reader involvement supports our proposed main and interaction effects.

Samuelsen, Bendik Meling & Olsen, Lars Erling (2012)

The attitudinal response to alternative brand growth strategies

46(1-2) , s. 177- 191. Doi: https://doi.org/10.1108/03090561211189293

Olsen, Lars Erling & Peretz, Adrian (2011)

Conscientious brand criteria: A framework and a case examplefrom the clothing industry

18(9) , s. 639- 649. Doi: https://doi.org/10.1057/bm.2011.30

Lund, Karl Fredrik & Olsen, Lars Erling (2011)

Moderne kjøpesentermarkedsføring

14(4) , s. 62- 68.

Samuelsen, Bendik Meling; Peretz, Adrian & Olsen, Lars Erling (2010)

Merkevareledelse på norsk 2.0

Samuelsen, Bendik Meling & Olsen, Lars Erling (2010)

Promising attributes and experiences : attitudinal responses to functional versus experiential ad claims and the moderating role of involvement

39(2) , s. 65- 78. Doi: https://doi.org/10.2753/JOA0091-3367390205

Advertisers face several message options when they position a new brand in well-established categories. Functional benefit claims versus experiential claims represent two options. Functional claims focus on tangible attributes and benefits, whereas experiential claims focus on promises of experiences the consumer should expect from the new brand. In this paper, we present the results from two experiments testing the persuasiveness of ads promising experience versus the persuasiveness of ads promising functional benefits of a new entrant. In the first experiment, we found that involvement moderates the effect of claim type on attitude toward a new category entrant in retail banking. This finding was replicated and extended in a second experiment using ski resorts as the context. Our findings suggest that functional benefit claims outperform experiential claims in high-involvement situations and that the strength of message arguments can be just as important as the framing choice. The research also shows that the two advertising claim types elicit different cognitive responses: functional claims trigger mostly semantic memory, whereas experiential claims trigger more episodic memories.

Olsen, Lars Erling (2010)

Merkeplasseringer i underholdningsmedier

, s. 190- 213.

Olsen, Lars Erling & Peretz, Adrian (2010)

Making it fit! : the use of sequential brand extensions to accomplish growth

Brand extensions are attractive to companies because they provide an opportunity to take advantage of existing brand names when entering into new product categories. However, at times brand managers identify growth categories beyond the reach of their brands. In these cases, the current literature recommends introducing a new brand name, even though it is acknowledged that this strategy carries substantial financial risk. This paper proposes an alternative approach, and introduces the conceptual idea that brands may be stretched farther using a series of intervening brand extension – sequential extensions – bridging the gap between the parent brand and the target category. Keywords: brand extension, sequential extensions, associative networks

Olsen, Lars Erling (2010)

Det viktige første problemet i praktisk posisjonering

13(1) , s. 55- 62.

Olsen, Lars Erling; Iversen, Nina M. & Hem, Leif Egil (2008)

Feedback Effects of Brand Extensions: The Resistance of Strong Brands

1, s. 40- 53.

Samuelsen, Bendik M. & Olsen, Lars Erling (2007)

"Jeg har meninger - sterke meninger - men jeg er ikke alltid enig i dem" om holdninger og holdningsstyrke i merkevareledelse

10(2) , s. 64- 76.

Olsen, Lars Erling (2005)

Produktplasseringer griper om seg i stadig flere medier

8(Årg. 8, nr 5) , s. 98- 110.

Olsen, Lars Erling & Hem, Leif Egil (2004)

Merkeutvidelser: tre spørsmål som bør stilles

5/6(7) , s. 37- 46.

Olsen, Lars E. & Hem, Leif Egil (2004)

Merkeutvidelser : et forskningsområde innen merkevareledelse

16(3) , s. 15- 18.

Olsen, Lars Erling (2004)

Merkearkitektur : relasjoner og sammenhenger i merkeporteføljen

7(5/6) , s. 24- 36.

Hem, Alexander Farestvedt & Olsen, Lars Erling (2025)

Posisjonering og differensiering av merkevarer med Alexander Hem

[Kronikk]

Olsen, Lars Erling (2025)

Hyppige bytter av slagord kan svekke merkevarens posisjon

[Kronikk]

Huse, Håvard & Olsen, Lars Erling (2024)

Er det hensiktsmessig med for mye praksis i høyere utdanning?

[Kronikk]

Olsen, Lars Erling & Haus, Eirik (2023)

Reklame kan være god kommunikasjon

[Kronikk]

Olsen, Lars Erling & Haus, Eirik (2022)

At markedssjefen ikke er i ledergruppen er en varslet utvikling

[Kronikk]

Olsen, Lars Erling (2020)

Hvis disse råd blir respektert, da er din fremtid som markedsdirektør garantert

[Kronikk]

Sande, Jon Bingen & Olsen, Lars Erling (2019)

Grønn markedsføring og offentlige anskaffelser

[Kronikk]

Peretz, Adrian & Olsen, Lars Erling (2019)

Gillette har gått i purpose-fella

[Kronikk]

Elvegård, Roy; Lervik-Olsen, Line & Olsen, Lars Erling (2018)

BI-studenter lærer om CRM

[Kronikk]

Olsen, Lars Erling; Samuelsen, Bendik Meling & Peretz, Adrian (2018)

Usikker på Traasdahls teknologiske fremtidsbilde

[Kronikk]

Olsen, Lars Erling & Peretz, Adrian (2018)

God og dårlig markedsføring

[Kronikk]

Olsen, Lars Erling (2018)

Det er god grunn til å stusse over Statoils navnebytte

[Kronikk]

Peretz, Adrian & Olsen, Lars Erling (2018)

Hva markedsføring er

[Kronikk]

Olsen, Lars Erling (2017)

En ny digital verden

[Kronikk]

Olsen, Lars Erling (2016)

Et bredt fagfelt

[Kronikk]

Olsen, Lars Erling (2015)

6 steg til virale kampanjer

[Kronikk]

Olsen, Lars Erling (2015)

Keiseren er naken

[Kronikk]

Olsen, Lars Erling (2015)

Å kvitte seg med merkevarer

[Kronikk]

Hem, Leif Egil & Olsen, Lars Erling (2004)

Kreative påfunn er slett ikke nok

[Kronikk]

Hem, Leif Egil & Olsen, Lars Erling (2004)

Merker i vekst

[Kronikk]

Haus, Eirik & Olsen, Lars Erling (2024)

Basic Marketing – A Short Introduction

[Report Research].

Olsen, Lars Erling (2021)

Når og hvorfor virker innholdsmarkedsføring

[Professional Article].

Erichsen, Morten & Olsen, Lars Erling (2021)

Pretesting av digital reklame: Nye metoder bør få mer oppmerksomhet

[Popular Science Article].

Olsen, Lars Erling (2021)

Mye velment posisjoneringsarbeid i markedsavdelinger er feilslått

[Professional Article].

Olsen, Lars Erling (2020)

Drikker du Corona-øl?

[Popular Science Article].

Peretz, Adrian & Olsen, Lars Erling (2020)

Making it fit

[Conference Lecture]. Event

Peretz, Adrian & Olsen, Lars Erling (2020)

Make it Fit

[Conference Lecture]. Event

Peretz, Adrian & Olsen, Lars Erling (2019)

Kan vi barbere oss til en bedre verden?

[Popular Science Article].

Peretz, Adrian & Olsen, Lars Erling (2019)

Gillette-debatten handler ikke om budskapet, men om avsenderen

[Popular Science Article].

Olsen, Lars Erling; Samuelsen, Bendik Meling & Warlop, Luk (2019)

Broad vs. Narrow brand positioning: Effects on competitive brand performance

[Conference Lecture]. Event

Olsen, Lars Erling (2019)

Hvorfor Vy blir møtt med fy

[Popular Science Article].

Olsen, Lars Erling (2018)

Menn gir gaver på Valentinsdagen for å oppnå fordeler på parringsmarkedet

[Popular Science Article].

Olsen, Lars Erling (2018)

Measuring Brand Association Strength: A Response Time Latency Approach

[Conference Lecture]. Event

Brand association strength – how closely a brand association is connected to the brand in consumer memory – is of vital importance in brand management. However, finding practical methods in measuring association strength is a problem for many companies. Previous research offers few suggestions on how to measure association strength based on a theoretically and conceptually consistent approach. Traditionally brand association strength is measured in qualitative research, but these results can be very misleading. To tackle this problem, the current paper suggests using response time latencies combined with a three-step analysis procedure to measure strength. This quantitative method is based on the consumer’s actual cognitive accessibility of brand associations, offers more theoretically valid results and is easy to use for brand managers. Two studies are reported to illustrate the methodology and show how brand association strength could be measured, analyzed and reported.

Olsen, Lars Erling (2018)

Gaver i romantikkens tegn

[Popular Science Article].

Olsen, Lars Erling (2018)

Trenger vi merkevarer i en digital tid?

[Popular Science Article].

Olsen, Lars Erling (2018)

Vanens makt

[Lecture]. Event

Olsen, Lars Erling (2018)

Merkevarer i den digitale tid

[Lecture]. Event

Olsen, Lars Erling (2017)

Slik virker markedskommunikasjonen din

[Popular Science Article].

Olsen, Lars Erling (2017)

Merkevarenes gyldne tid

[Conference Lecture]. Event

Olsen, Lars Erling (2017)

Merkevarenes gyldne tid

[Lecture]. Event

Olsen, Lars Erling; Samuelsen, Bendik Meling & Andreassen, Tor W. (2017)

Trøbbel i elfenbenstårnet

[Popular Science Article].

Olsen, Lars Erling (2016)

Merkevarenes gyldne tid er nå!

[Lecture]. Event

Olsen, Lars Erling (2016)

Hva er den "nye" forbrukeratferden?

[Lecture]. Event

Olsen, Lars Erling (2016)

Mer enn ny vin på gammel flaske

[Popular Science Article].

Olsen, Lars Erling (2016)

Merkevarer for vekst og lønnsomhet

[Lecture]. Event

Olsen, Lars Erling (2016)

Ny forbrukeratferd

[Lecture]. Event

Olsen, Lars Erling (2016)

Innholdsmarkedsføring og virale kampanjer – et faglig perspektiv

[Lecture]. Event

Peretz, Adrian & Olsen, Lars Erling (2016)

Avoiding the Pains of Growth

[Conference Lecture]. Event

Olsen, Lars Erling (2016)

Slik bygger de ansatte merkevaren din

[Popular Science Article].

Olsen, Lars Erling (2016)

Merkevarer som identitetsmarkører

[Lecture]. Event

Peretz, Adrian & Olsen, Lars Erling (2015)

Growing without getting bigger

[Conference Lecture]. Event

Peretz, Adrian & Olsen, Lars Erling (2015)

Brand Growth, when less is more

[Conference Lecture]. Event

Olsen, Lars Erling (2015)

Content Marketing – et par refleksjoner

[Lecture]. Event

Peretz, Adrian & Olsen, Lars Erling (2015)

Growing without getting bigger

[Conference Lecture]. Event

Olsen, Lars Erling (2015)

Ubevisst påvirkning av bevisste kunder

[Lecture]. Event

Olsen, Lars Erling (2014)

Effektiv reklame – hvordan påvirkes kunden bevisst og ubevisst

[Lecture]. Event

Olsen, Lars Erling; Samuelsen, Bendik M. & Gaustad, Tarje (2014)

Same message, different ad framing: The moderating role of need for cognition

[Conference Lecture]. Event

Olsen, Lars Erling (2013)

Humor i reklame

[Popular Science Article]. (2)

Olsen, Lars Erling & Peretz, Adrian (2013)

Connecting the Dots: Using Sequental Extension to Achieve Brand Growth

[Conference Poster]. Event

Olsen, Lars Erling & Peretz, Adrian (2013)

Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth

[Conference Lecture]. Event

Olsen, Lars Erling & Samuelsen, Bendik Meling (2013)

Same Service, Different Ad Claims: The Moderating Role of Need for Cognition

[Conference Lecture]. Event

Olsen, Lars Erling (2013)

Færre valg for fremtiden

[Popular Science Article]. (2)

Olsen, Lars Erling & Samuelsen, Bendik Meling (2013)

Less is More: The Effect of Association Set Size on Brand Performance

[Conference Lecture]. Event

Olsen, Lars Erling & Peretz, Adrian (2013)

Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth

[Conference Poster]. Event

Olsen, Lars Erling (2013)

Men, det sto ikke på handlelappen

[Popular Science Article]. (4)

Olsen, Lars Erling & Samuelsen, Bendik Meling (2013)

Product Placement Effects in a Movie: Results From a Field Study

[Conference Lecture]. Event

Samuelsen, Bendik Meling & Olsen, Lars Erling (2013)

The Multiple Roles of Fit Between Brand Alliance Partners In Alliance Attitude Formation

[Conference Lecture]. Event

Olsen, Lars Erling (2012)

Forbrukerbiologi

[Popular Science Article]. (2)

Olsen, Lars Erling (2012)

Markedsføring i sosiale medier - gammelt kunnskap i ny innpakning

[Popular Science Article]. (3)

Olsen, Lars Erling & Samuelsen, Bendik Meling (2012)

Offensive and defensive strength in brand associations

[Conference Lecture]. Event

Olsen, Lars Erling (2012)

Hva med å eksperimentere litt?

[Popular Science Article]. (4)

Samuelsen, Bendik Meling & Olsen, Lars Erling (2012)

Product placement effects in a movie:Results from a field study

[Conference Lecture]. Event

Olsen, Lars Erling (2012)

Bittersøt nostalgi

[Popular Science Article]. (6)

Olsen, Lars Erling (2012)

Røykefrykt

[Popular Science Article].

Olsen, Lars Erling (2011)

Produktplasseringer i vinden

[Professional Article].

Olsen, Lars Erling (2011)

Alkoholreklame og drikking

[Popular Science Article]. (7)

Olsen, Lars Erling (2011)

Smale merkevarer utløser kjøpslyst

[Professional Article].

Olsen, Lars Erling (2011)

Building Brand Alliances

[Professional Article].

Olsen, Lars Erling & Peretz, Adrian (2011)

Brands With a Conscience: Identification Criteria and a Case Illustration

[Conference Lecture]. Event

Olsen, Lars Erling (2011)

Styrkeprøven

[Popular Science Article]. (2)

Olsen, Lars Erling (2011)

Hjernen er alene

[Popular Science Article]. (5)

Olsen, Lars Erling (2011)

Kommunikasjonsplanlegging - 5 steg for å utvikle effektiv kommunikasjon

[Popular Science Article]. (7)

Olsen, Lars Erling (2011)

Vis måtehold med produktplasseringer

[Popular Science Article]. (3)

Olsen, Lars Erling (2010)

Posisjoneringens kunst

[Popular Science Article]. (5)

Olsen, Lars Erling (2010)

Reklame og drikking

[Popular Science Article].

Sværi, Sander & Olsen, Lars Erling (2010)

The Role of Emotions in Customer Complaint Behaviour

[Conference Lecture]. Event

Olsen, Lars Erling (2010)

Skjult reklame - ja takk!

[Popular Science Article].

Olsen, Lars Erling (2010)

Feil om Stellaprisen

[Popular Science Article].

Olsen, Lars Erling (2010)

Edruelig om alkoreklame

[Popular Science Article].

Olsen, Lars Erling & Peretz, Adrian (2010)

Sequential Brand Extensions

[Conference Lecture]. Event

Olsen, Lars Erling (2010)

Nye virkemidler i markedskommunikasjon - produktet vel plassert

[Popular Science Article]. (3)

Olsen, Lars Erling (2010)

Liking og forskning

[Popular Science Article].

Olsen, Lars Erling & Peretz, Adrian (2010)

Making it fit! : the use of sequential brand extensions to accomplish growth

[Conference Lecture]. Event

Olsen, Lars Erling (2009)

Bortkastet markedsposisjonering

[Popular Science Article]. (5)

Olsen, Lars Erling; Lanseng, Even Johan, Baalerud, H & Holtmoen, H (2009)

Brands in Text - Attitudinal Effects of Brand Placements in Narrative Fiction

[Conference Lecture]. Event

Olsen, Lars Erling (2009)

Høyre i fritt fall

[Popular Science Article].

Samuelsen, Bendik Meling & Olsen, Lars Erling (2009)

The Attitudinal Response to Alternative Brand Growth Strategies: The Moderating Role of Brand Stretch

[Conference Lecture]. Event

Olsen, Lars Erling (2008)

Blårussfloskler

[Popular Science Article].

Olsen, Lars Erling & Peretz, Adrian (2008)

Fotball for folket

[Popular Science Article].

Olsen, Lars Erling; Iversen, Nina M. & Hem, Leif Egil (2007)

Feedback Effects of Brand Extensions: Are Flagship Products Less Vulnerable?

[Conference Lecture]. Event

Peretz, Adrian; Olsen, Lars E. & Samuelsen, Bendik M. (2007)

Merkevareledelse på Norsk

[Textbook].

Lærebok i Merkevareldelse - spesielt tilpasset norske studenter på Bachelornivå og profesjonsmarkedet. Utstrakt bruk av norske eksempler og norsk terminologi.

Olsen, Lars Erling (2007)

Vinglepetter eller evangelist?

[Popular Science Article].

Olsen, Lars Erling (2007)

Dumme forbrukere?

[Popular Science Article].

Hem, Leif Egil; Iversen, Nina M. & Olsen, Lars Erling (2007)

A Pleasant Stay Depends on the Host: The Role of Characteristics of the Extension Category on Brand Extension Evaluations

[Conference Lecture]. Event

Olsen, Lars Erling & Samuelsen, Bendik Meling (2007)

The Multiple Roles of Fit Between Brand Alliance Partners in Alliance Attitude Formation

[Conference Lecture]. Event

Olsen, Lars Erling (2007)

Merkevarer og kunst

[Popular Science Article].

Olsen, Lars Erling (2006)

En strategi for å skape vekst - Merkeallianser

[Popular Science Article]. (5)

Olsen, Lars Erling (2006)

Tine er tilbake

[Popular Science Article].

Olsen, Lars Erling (2006)

Merkevarer som rekvisitter

[Popular Science Article]. (4)

Olsen, Lars Erling (2006)

Forbud ikke veien

[Popular Science Article].

Olsen, Lars Erling (2004)

Effektiv reklame er god reklame

[Popular Science Article]. (11) , s. 51- 53.

Olsen, Lars Erling (2004)

Merkeutvidelser - et forskningsområde innen merkevareledelse

[Popular Science Article]. (3)

Olsen, Lars Erling (2004)

Kreative påfunn er slett ikke nok

[Popular Science Article].

Olsen, Lars Erling (2004)

Merker i vekst

[Popular Science Article].

Olsen, Lars Erling (2004)

Effektiv reklame er god reklame

[Popular Science Article]. (11)

Hem, Leif Egil & Olsen, Lars Erling (2004)

Hvordan bør man arbeide med merkeutvidelser?

[Professional Article]. (12) , s. 8- 10.

Academic Degrees
Year	Academic Department	Degree
2011	BI Norwegian Business School	PhD
2003	Norwegian School of Economics (NHH)	M.B.A.
1999	Norwegian School of Economics (NHH)	Bachelor in Economics and Business Administration

Work Experience
Year	Employer	Job Title
2022 - Present	BI Norwegian Business School	Dean Executive
2018 - 2022	BI Norwegian Business School	Dean Bachelor
2013 - 2017	Kristiania University College (Høyskolen Kristiania)	Professor
2012 - 2017	Kristiania University College (Høyskolen Kristiania)	Head of Department, Department of Marketing
2009 - 2013	Kristiania University College (Høyskolen Kristiania)	Associate Professor
2006 - 2009	BI Norwegian Business School	Research Scholar
2004 - 2006	Norwegian School of Economics (NHH)	Research Scholar
2000 - 2004	Mills AS	Brand Manager