CV

Svend Hollensen

Svend Hollensen is Ph.D. (Dr.) and Associate Professor of International Marketing at University of Southern Denmark (Sønderborg). He has practical experience from a job as International Marketing Coordinator in a large Danish multinational enterprise as well as from being International Marketing Manager in a company producing agricultural machinery.
After working in industry he received his Ph.D. from Copenhagen Business School (CBS) in 1992.
He has published articles in international recognized journals and is the author of the following globally published textbooks, e.g. Global Marketing, 5th ed, which was published in July 2010. This book has been translated or adapted into Dutch, Spanish, Chinese and Russian.
Svend Hollensen’s research interests are within Relationship Marketing, Globalization and Internationalization of companies.
Svend Hollensen has also worked as a business consultant for several multinational companies, as well as global organizations like World Bank.

Office:
University of Southern Denmark
Alsion 2
DK - 6400 Sønderborg
Denmark

Phone: +45 6550 1218 (direct)
e-mail: [email protected]
Mobile: +45 22519678

General data on professional status and education:
Position: Associate professor
Languages: Danish, English and German
Education:
M. Sc. (ba) (cand.merc.) from Aarhus Business School, 1983
Ph. D. degree from Copenhagen Business School, 1992
Academic and Practical Career:
1983-85: Marketing Coordinator at Danfoss Heating Division (i.e. international marketing of heating control systems), Nordborg, Denmark
1985-87: International Marketing Manager at JF-Fabriken (producer of agricul¬tural machinery), Sønderborg, Denmark
1987-93: Assistant professor (adjunct) at Southern Denmark Business School
1993 -: Associate professor (lector) at Southern Denmark Business School, later University of Southern Denmark
2010-12: Research Director

Consulting activities
Svend Hollensen has worked as a business consultant for several companies and organizations, like Grundfos A/S, Danfoss, South Jutland Tourist Board, Gram Equipment A/S, McCann Relation¬ship Marketing and World Bank (Evaluation of a Health project/courses in Israel). 


List of publications

Textbooks:

Hollensen, S., Kotler, P. and Opresnik, M.O. (2024): Social Media Marketing: A Practitioner Approach, 6th Edition, Opresnik Management Consulting, (ISBN 9798322943594)

Hollensen, Svend (2020): Global Marketing, 8th edition, Pearson Education, (ISBN 9781292251806).

Hollensen, Svend (2019): Marketing Management – A Relationship Approach, Pearson Benelux (ISBN 9781292291444)

Hollensen, Svend (2012): Essential of Global Marketing, 2nd edition, Prentice Hall / Finantial Times (ISBN 9780273756545).

Hollensen, Svend. (2010): Marketing Planning – A Global Perspective, McGraw-Hill Education, UK (ISBN 9780077127138) 

Hollensen, Svend and Marcus J. Schmidt (2008): Marketing Cases, McGraw-Hill Education (ISBN 9780077122607)

Hollensen, Svend and Marcus J. Schmidt (2006): Marketing Research – An International Approach, FT / Prentice Hall Education, UK (ISBN 9780273646358)

Publication list, 2000 – 2024

English Journal articles:

Eskerod, P., & Hollensen, S. (2024). Hero's journey as a framework to study a project manager. International Journal of Managing Projects in Business.

Hollensen, S., & Eskerod, P. (2024). From Tiny Cues to Business Transformation: Serendipity and Strategic Project Initiations in a Small Family Business. European Journal of Business and Management Research, 9(5), 156-166.

Saeidi, S. & Hollensen, S. (2024). Digital Marketing on LinkedIn: In-Depth Strategies for Lead Generation, American Journal of Industrial and Business Management. 14, 5, pp. 655-668

Dyhr Ulrich, A.M., Hollensen, S. & Eskerod, P. (2023). IoT Platform Stickiness and Positioning in the Value Chain - Considerations for a Sub-Supplier. International Journal of Value Chain Management, DOI: 10.1504/IJVCM.2023.10054702 (in press)

Dwivedi, Y.K., Hughes, L., Wang, Y., Alalwan, A., Ahn, S., Balakrishnan, J., Barta, S.,  Belk, R.,  Buhalis, S., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C.,  Hollensen, S., Jain, V., Kim, J., Krishen, A., Lartey, J., Pandey, N., Ribeiro-Navarrete, S., Raman, R., Rauschnabel, P., Sharma, A., Sigala, M., Veloutsou, C., Wirtz, J. (2023). How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. https://doi.org/10.1002/mar.21767

Hollensen, S., Kotler, P., & Opresnik, M. O. (2023). Metaverse – the new marketing universe. Journal of Business Strategy. ISSN 0275-6668, https://doi-org.proxy1-bib.sdu.dk/10.1108/JBS-01-2022-0014

Hollensen, S., & Eskerod, P. (2022). Enhancing Student Learning through Online Secondary Data Research--Illustrated by a Case on a Global Expansion Decision Process. Journal for Advancement of Marketing Education, 30(1), pp. 27-39, https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=0f8a043a-6fc0-465e-9052-7e3f25f1368e%40redis

Gretzinger, S., Ulrich, A.M.D., Hollensen, S., Leick, B. (2021), Understanding incubation during foreign market entry: lessons learnt from an illustrative Danish case study, Journal of Business & Industrial Marketing, 36/11, pp. 2074–2085 https://www.emerald.com/insight/content/doi/10.1108/JBIM-05-2019-0198/full/html

Hollensen, S., Eskerod, P., & Ulrich, A. M. D. (2020). Relationship Building in IoT Platform Models. Journal of Business Models, 8(2), 73-91. https://somaesthetics.aau.dk/index.php/JOBM/article/view/5517/5200

Hollensen, S., Boyd, B and Goto, T. (2020), Danfoss in China: How Family-Owned Danfoss Turned China into Their Second “Home-Market”.  SAGE Publications: SAGE Business Cases Originals, DOI: http://dx.doi.org/10.4135/9781529708653, Online ISBN: 9781529708653

Eskerod, P., Hollensen, S., Morales-Contreras, M.F. and Arteaga-Ortiz, J. (2019), Drivers for Pursuing Sustainability through IoT Technology within High-End Hotels – An Exploratory Study. Sustainability, Vol. 11, Issue 19, 5372; doi: 10.3390/su11195372 https://www.mdpi.com/2071-1050/11/19/5372 (PDF version is available here)

Cantone, L., Testa, P., Hollensen, S. and Cantone, G.F. (2019), Outsourcing new product development fostered by disruptive technological innovation: A decision-making model, International Journal of Innovation Management, No. 1, DOI: 10.1142/S1363919619500087

Andersen, O.E., Grandjean, C., Grandjean, B., Hansen, H., Hasager, N.K., Hollensen, S., Just, S.N, Kyhnau, J., Ledstrup, D.J., Madsen, K.B. (ed.) and Sjørvad, M. (2019) Marketing Models, Samfundslitteratur

Hollensen, S and Møller, E. (2018), Is “glocalization” still the golden way for Electrolux? Is there more to be done? Thunderbird International Business Review. July-August, 60: 463-476, https://doi.org/10.1002/tie.21923

Schimmelpfennig, C. and Hollensen, S. (2016), Significant Decline in Celebrity Usage in Adverstising: A Review, The IUP Journal of Marketing Management, Vol. XV, No. 1, pp. 7-19

Bogers, M., Boyd, B. and Hollensen, S. (2015), Managing Turbulence: Business Model Development in a Family-Owned Airline, California Management Review, Vol. 58, No. 1, Fall, pp. 41-64 http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2638044

Hollensen, S. and Schimmelpfennig, C. (2015), Developing a glocalisation strategy: experiences from Henkel’s product launches in the Middle East and Europe, Journal of Brand Strategy, Vol. 4, No. 3, pp. 201-211

Dyhr, A.M., Hollensen, S. and Boyd, B. (2014), Entry Mode Strategies into the Brazil, Russia, India and China (BRIC) markets, Global Business Review (Sage Journals), Vol. 15, No. 3, PP. 423-445

Dyhr Ulrich, A. and  Hollensen, S. (2014) The Incubator Concept as an Entry Mode Option for Danish SME's, Transnational Marketing Journal. Vol. 2, No. 1, pp. 1-19

Dyhr Ulrich, A. M. and Hollensen, S. (2014) The Incubator Concept as an Entry Mode Option for Danish SME's, Transnational Marketing Journal, Vol. 2, pp. 1-19 http://www.tplondon.com/journal/index.php/tmj/article/viewFile/51/295  

Hollensen, S. & Raman, A. (2014), Social Media Marketing: From 'Bowling' to 'Pinball' Marketing Canada - Journal of the Canadian Institute of Marketing, 20 Jul 2014, Vol. 10, No. 2 (Spring/Summer), pp. 8-12 http://www.professionalmarketer.ca/Portals/0/Marketing%20Canada/2014/Spring%20Summer%202014,%20Vol%2010,%20Issue%202.pdf

Schimmelpfennig, C. and Hollensen, S. (2014), Celebrity Endorsements – Exploring the processs for finding the right celebrity endorser for your brand, Journal of Brand Strategy, Vol. 2, No. 4, pp. 366-378

Hollensen, S. (2013), The Blue Ocean that disappeared – The case of Nintendo Wii, Journal of Business Strategy, Vol. 34, no. 5, pp. 25-35

Grünbaum, N. N., Hollensen, S., Andresen , M. & Kahle, L. (2013), Industrial Buying Behavior Related to Human Resource Consulting Services, The IUP Journal of Marketing Management, Vol. 12, No. 3, pp. 27-51

Hollensen, S. and Schimmelpfennig, C. (2013), Selection of Celebrity Endorsers - A case approach to developing an Endorser Selection Process Model, Marketing Intelligence & Planning, Vol. 31, No. 1, pp. 88-102

Wilson, J. and Hollensen, S. (2013), Assessing the implications on performance when aligning Customer Lifetime Value Calculations with religious faith groups and AfterLifetime Values – A Socratic elenchus approach. Int. J. of Business Performance Management (IJBPM), Vol. 14, Issue 1, 2013 pp. 67-94

Dyhr Ulrich, A. M., Boyd, B. & Hollensen, S. (2012), Financial Performance of Entry Mode Decisions: Effects of Control in an Internationalization Context, International Journal of Business and Management, Vol. 24, No. 7, pp. 12-28

Hollensen, S. and Raman, A. (2012) ’ChotuKool – Indian Godrej is creating a disruptive innovation – a low-cost refrigerator for the BOP market’, Marketing Canada – Journal of the Canadian Institute of Marketing, Vol. 8, Issue 4 (Fall), pp. 12-13

Boyd, B and Hollensen, S. (2012), Cimber Sterling – A family-owned airline company is fighting for survival as European airline carrier. Family Business Casebook Annual 2010/11. Astrachan, J. H. (red.). Kennesaw, Georgia, USA : Cox Family Enterprise Center, 2011

Boyd, S. & Hollensen, S. (2012), Strategic Management of a family owned airline: Analysing the absorptive capacity of Cimber Sterling Group A/S. Journal of Family Business Strategy, Vol. 3, No. 2 (June), pp. 70-78

Hollensen, S. & Wulff, V.S. (2012), Global Account Management (GAM) - Creating companywide and worldwide relationships to global customers, in: Eid, R. (2012) Successful Customer Relationship Management and Technologies: Issues and Trends, Ch. 3, IGI Global, pp. 27-46

Hollensen, S. and Raman, A. (2012) ’Innovation through crowd sourcing – the Threadless T-shirt case’, Marketing Canada – Journal of the Canadian Institute of Marketing, Vol. 8, Issue 1 (Winter), pp- 24-25

Hollensen, S., Boyd, B. and Ulrich, A.M.D. (2011), The choice of foreign entry modes in a control perspective, IUP Journal of Business Strategy, Vol. 8, Issue 4, pp. 7-31

Boyd, B., Hollensen, S. & Goto, T. (2010), Internationalization of Family Businesses: Evidences from Joint Venture Formations at Danfoss. International Journal of Management Practice. Vol. 4, Issue 3, s. 253-272.

Hollensen, S. & Wulff, V.S. (2010), Global Account Management (GAM) - Creating companywide and worldwide relationships to global customers, International Journal of Customer Relationship Marketing and Management (IJCRMM). Vol. 1, No. 1, pp. 28-47

Gegez, E., Hollensen, S., & Venable, B. (2010), Strengthening the Impact and Value of International Marketing Curriculum outcomes: A Comparative Study of Turkish and European Business Students Perception of coursework and careers, Academy of Marketing Studies Journal, Vol. 14, No. 1, pp. 11-26

Boyd, B., Hollensen, S. & Goto, T. (2010), Danfoss: Internationalization of a Family Business and Formation of Asian Joint Ventures. Family Business Casebook Annual 2008/09. Astrachan, J. H. (red.). Kennesaw, Georgia, USA : Cox Family Enterprise Center pp. 1 - 24

Wilson, J. & Hollensen, S. (2010), Saipa Group, Iran - using strategic brand extensions to build relationships, Journal of Islamic Marketing. Vol. 1, No. 2, pp. 177-188

Hollensen, Svend (2006): Global Account Management (GAM): Two Case Studies Illustrating The Organizational Set-Up, Marketing Management Journal, Spring, Vol. 16, Issue 1, pp. 244-250

Forskningsområde

International Marketing, Marketing Management, Internationalization, Globalization