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Employee Profile

Kenneth Henning Wathne

Adjunct Professor - Department of Marketing

Biography

Kenneth H. Wathne earned his Ph.D. at the Copenhagen Business School. Prior to joining the faculty at BI Norwegian School of Management, he worked as an Assistant Professor at University of Wisconsin-Madison.

He has published several highly cited articles in the Journal of Marketing and the Journal of Marketing Research, contributed to book chapters on interorganizational relationships, and currently serves on the Editorial Review Board of the Journal of Marketing, International Journal of Research in Marketing, Journal of Business-to-Business Marketing, and Journal of Personal Selling & Sales Management.

Wathne's teaching interests include interorganizational relationships, marketing channels, business-to-business marketing, marketing research and marketing management. He is four-time recipient of the Mu Kappa Tau Marketing Professor of the Year award.

Prior to entering academia, Wathne worked as a project consultant and project manager with the Norwegian Institute for Research in Marketing. Wathne earned his MS in marketing and strategy and a BS in marketing from BI Norwegian School of Management in Oslo, Norway.

Publications

Fjeldstad, Øystein Devik & Wathne, Kenneth Henning (2022)

Business models and B2B governance Research

Lilien, Gary; Petersen, Andrew & Wuyts, Stefan (red.). Handbook of business to business marketing

Mani, Sudha; Wathne, Kenneth Henning & Antia, Kersi D. (2019)

Franchising research in marketing : suggestions for future research

Ingene, Charles A.; Brown, James R. & Dant, Rajiv P. (red.). Handbook of resarch on distribution channels

Wathne, Kenneth Henning & Fjeldstad, Øystein Devik (2019)

Where do we go from here? The future of B2B governance research.

The journal of business & industrial marketing Doi: 10.1108/JBIM-10-2018-0308 - Full text in research archive

Purpose This paper aims to identify promising areas for future business to business (B2B) governance research. Design/methodology/approach This paper uses a theoretical approach. Findings Most governance research in marketing is conducted within the context of value chains (Porter 1985). There are great opportunities for governance researchers in marketing to improve the understanding of B2B relationships in problem solving and networking services. Moreover, rapid innovations taking place in networking services are changing the institutional environment across all forms of value creation. This in turn impacts how the nature and governance of relationships in the broader economy are understood. Originality/value The literature on B2B relationship governance is primarily rooted in one particular form of value creation, namely, the “value chain” (Porter, 1985). The authors examine whether the current conceptualization of B2B relationship governance is equally applicable for firms that have a different value creation logic and therefore engage in exchange relationships that differ in their object of exchange.

Wathne, Kenneth Henning; Heide, Jan B., Mooi, Erik A. & Kumar, Alok (2018)

Relationship governance dynamics: The roles of partner selection efforts and mutual investments

Journal of Marketing Research, 55(5), s. 704- 721. Doi: 10.1177/0022243718801325 - Full text in research archive

The article studies interfirm governance in the context of supplier–reseller relationships. Using a longitudinal study, the authors examine the roles of supplier selection efforts and mutual specific investments with respect to (1) motivating a supplier to make incremental investments and (2) safeguarding these investments from supplier ex post transaction costs. The authors also examine the joint effects of selection efforts and mutual investments on supplier ex post transaction costs. From a practical standpoint, the findings suggest guidelines for channel strategy. Theoretically, they provide new insights into relationship dynamics, including evidence regarding the effects of a firm’s governance choices over time.

Antia, Kersi D.; Mani, Sudha & Wathne, Kenneth Henning (2017)

Franchisor-Franchisee Bankruptcy and the Efficacy of Franchisee Governance

Journal of Marketing Research, 54(6), s. 952- 967. Doi: 10.1509/jmr.14.0182

Mooi, Erik A.; Wathne, Kenneth Henning & Kayande, Ujwal (2016)

Openness and Innovation Performance Revisited

Journal of Marketing Behavior, 2(1), s. 69- 76. Doi: 10.1561/107.00000028

Heide, Jan B.; Kumar, Alok & Wathne, Kenneth Henning (2013)

Concurrent Sourcing, Governance Mechanisms, and Performance Outcomes in Industrial Value Chains

Strategic Management Journal, 35(8), s. 1164- 1185. Doi: 10.1002/smj.2145

Kumar, A.; Heide, Jan B. & Wathne, Kenneth Henning (2011)

Performance Implications of Mismatched Governance Regimes Across External and Internal Relationships

Journal of Marketing, 75(2), s. 1- 17. Doi: 10.1509/jm.75.2.1

Rindfleisch, Aric; Antia, Kersi, Bercovitz, Janet, Brown, James R., Cannon, Joseph, Carson, Stephen J., Ghosh, Mrinal, Helper, Susan, Robertson, Diana C. & Wathne, Kenneth (2010)

Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities

Marketing letters, 21(3), s. 211- 222. Doi: 10.1007/s11002-010-9104-3

Biong, Harald & Wathne, Kenneth (2009)

Når vennene lurer deg

Magma forskning og viten, 12(5), s. 53- 57.

Heide, Jan B.; Wathne, Kenneth Henning & Rokkan, Aksel Ivar (2007)

Interfirn Monitoring, Social Contracts, and Relationship Outcomes

Journal of Marketing Research, XLIV, s. 425- 433.

Heide, Jan B. & Wathne, Kenneth Henning (2006)

Friends, Businesspeople, and Relationship Roles: A Conceptual Framework and Research Agenda

Journal of Marketing, 70(3), s. 90- 103. Doi: 10.1509/jmkg.70.3.090

Wathne, Kenneth Henning (2004)

Relationship Governance in a Supply Chain Network

Journal of Marketing, 68(1), s. 73- 89. Doi: 10.1509/jmkg.68.1.73.24037

Rokkan, Aksel I.; Heide, Jan B., Wathne, Kenneth & Wathne, Kenneth (2003)

Specific investments in marketing relationships. Expropriation and bonding effects

Journal of Marketing Research, 40(may)

Wathne, Kenneth; Biong, Harald & Heide, Jan B. (2001)

Choice of supplier in embedded markets : relationship and marketing program effects

Journal of Marketing, 65(2), s. 54- 66.

Wathne, Kenneth H. & Heide, Jan B. (2000)

Opportunism in Interfirm Relationships: Form, Outcomes, and Solutions

Journal of Marketing, 64(4), s. 36- 51.

Wathne, Kenneth Henning; Kumar, Alok & Heide, Jan B. (2023)

Offshore Outsourcing

[Academic lecture]. 2023 AMA Winter Academic Conference.

Wathne, Kenneth Henning; Butt, Moeen & Antia, Kersi D. (2023)

Mitigating Unilateral Relationship Termination: The Role of Franchise System Hierarchy, Reputation, and Regulation

[Academic lecture]. 2023 AMA Winter Academic Conference.

Wathne, Kenneth Henning (2023)

Pushing the Boundaries of B2B Research

[Academic lecture]. AMA-Sheth Foundation Doctoral Consortium 2023.

Wathne, Kenneth Henning; Butt, Moeen & Antia, Kersi D. (2023)

Mitigating Early Franchise Agreement Terminations: The Role Public and Private Ordering

[Academic lecture]. 52ND ANNUAL CONFERENCE OF THE EUROPEAN MARKETING ACADEMY.

Wathne, Kenneth Henning (2022)

B2B Marketing: ​Research and Teaching in the Post-COVID Era

[Academic lecture]. The European Marketing Academy Annual Conference.

Sande, Jon Bingen; Abrahamsen, Morten H., Wathne, Kenneth Henning, Jensen, Henrik & Ghosh, Mrinal (2022)

Relasjonskontrakter i offentlige anskaffelser på e-helsefeltet

[Report]. BI Norwegian Business School.

Sande, Jon Bingen; Wathne, Kenneth Henning, Ghosh, Mrinal & Jensen, Henrik (2021)

The role of cross-understanding in complex problem solving in interorganizational relationships

[Academic lecture]. B2B Marketing Research Online Seminar Series (BROSS).

Sande, Jon Bingen; Wathne, Kenneth Henning, Ghosh, Mrinal & Jensen, Henrik (2021)

The role of cross-understanding in complex problem solving in interorganizational relationships

[Academic lecture]. 2021 AMA Winter Academic Conference.

Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2019)

A problem-finding and problem-solving perspective to customer solutions: the role of cross-understanding and relational contracting

[Academic lecture]. 2019 AMA Winter Academic Conference.

Yilmaz, Tuba; Antia, Kersi, Wathne, Kenneth Henning & Wuyts, Stefan (2017)

Crises in Multilateral Co-branding Alliances: Consequences for Member Firms

[Academic lecture]. Winter Educator’s AMA Conference.

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.

Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2017)

Microfoundations of Value Creation and Relational Contracting in B2B Relationships: the Role Cross-understanding

[Academic lecture]. SIOE 2017 (Society for institutional & organizational economics).

Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2017)

Microfoundations of value creation and relational contracting in B2B relationships: The role of cross-understanding

[Academic lecture]. Nordic Workshop on Interorganizational Research.

Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2016)

The Micro-Foundations of Value Creation in B2B Relationships: The Role of Cross-Understanding

[Academic lecture]. ISBM Academic Conference 2016: Advances in Business-to-Business Marketing.

Sande, Jon Bingen; Wathne, Kenneth Henning & Ghosh, Mrinal (2016)

Does interorganizational cross-understanding matter in buyer-supplier relationships?

[Academic lecture]. EMAC.

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.

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.

Sande, Jon Bingen & Wathne, Kenneth Henning (2012)

Measuring relational norms as higher-order belief structures

[Academic lecture]. Johan Arndt Konferansen.

Wathne, Kenneth Henning (2010)

Hybrid Governance Mechanisms, Ownership Contexts, and Performance Outcomes in Marketing Relationships

[Academic lecture]. ISBM Academic Conference.

Wathne, Kenneth Henning (2010)

Customer Identification in Marketing Alliances: Does it Matter Whom They Identify With?

[Academic lecture]. ISBM Academic Conference.

Wathne, Kenneth Henning (2010)

Customer Identification in Marketing Alliances: Does it Matter Whom They Identify With?

[Academic lecture]. INFORMS Marketing Science conference.

Academic Degrees
Year Academic Department Degree
2001 Copenhagen Business School Ph.D.
Work Experience
Year Employer Job Title
2011 - Present BI Norwegian Business School Adjunct Professor
2011 - Present University of Stavanger Business School Professor
2007 - 2011 BI Norwegian Business School Professor
2001 - 2007 University of Wisconsin-Madison Assistant Professor
2000 - 2001 University of Wisconsin-Madison Lecturer