BI students receive Korean MSc thesis award

30 June 2010

Students from BI Norwegian Business School won second and third place in an international research competition in South Korea.

The Norwegian marketing students were the only Norwegian candidates in the finals.

Kristine Vabø and Marie Buraas Østvik won a respectable second place for their MSc thesis on convenience. In their thesis, they introduced the term convenience into the Norwegian Customer Satisfaction Barometer’s model for measuring customer satisfaction, and tested it against the grocery trade.   

“Our research shows that the consumers largely made their decisions on where to shop based on personal convenience, counting factors such as location, opening hours, parking, guarantees and how easy it was to make decisions connected with using the services,” say Marie Buraas Østvik and Kristine Vabø.

The 2010 Global KAMS Marketing Thesis Award Competition was held for the thirteenth consecutive year by the Korean Academy of Marketing Science. The purpose of the competition is to encourage students to understand global markets in changing times. The winner was declared on 29 May, and four BI students were represented in the finals. There were 57 contestants in all.  

"Honorable Mention Award"

Ingrid Kjærland and fellow student Frida J. Holmberg Folden entered the competition with their thesis on service marketing and market communication. The concept ‘perceived relative attractiveness’ PRA – was explored further by taking different variables into consideration: the type of service relation, and the level of involvement. The group achieved a decent third place, which corresponds to an "Honorable Mention Award".

High level

The conference attracts big international marketing names, and the students are looking forward to going. “The level is really high in this competition, so we are naturally really pleased to come second,” Vabø says. Østvik adds that it is really great that BI students receive awards in this international competition and so get to demonstrate our high professional standards.   

“This represents a superb career opportunity and a significant acknowledgement of the students’ academic performance,” underlines Line L. Olson, their academic supervisor. In a competitive work market, it is a great advantage to be able to list participation in these sort of contests, and to demonstrate professional abilities.”


  • There were 57 contestants entered for the MSc Thesis Awards (all of them A grades)
  • Many came from Asia (Hong Kong, Japan, Korea, China)  - in addition to contestants from Greece, the US, Germany and Norway
  • The winning entry came from the US 
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