Birgit Andrine Apenes Solem

Associate professor

School of Business
Department of Business, History and Social Sciences
Campus Vestfold (D3-120)
Birgit is an associate professor at School of Business at the University of Southeastern Norway and works as a lecturer in Strategy, Marketing, Service Innovation, Service Design and Entrepreneurial Marketing. Her research interests include consumer behavior, consumer engagement and -experience, customer co-creation, branding, marketing communication, social media marketing, service innovation and -design, business model innovation and retailing. Birgit's doctoral thesis (PhD) from Norwegian School of Economic, conducted at the Senter for Service Innovation is about branding and consumer brand engagement, with a particular focus on social media.


Lecturer in Strategy, Marketing, Service Innvation, Service Design and Entrepreneurial Marketing at the Bachelor- and Master program. 

Reserach comprising a broad field, from consumer behavior, to marketing communication, brand, service innovation, service design, service eco-systems, business model innovation and retailing. 

Leader of the resarch group of Innovation and Entrepreneurship:

Resarch Projects:

  • Vivant - Innovation in Retailing, Activities and research related to retail attractiveness, customer journeys and shopping motivation, pop-up and showrooms as anchor events. Reseach founded lecturing by involving students in the ongoing research projects. 
  • Research related to the Senter for Service Innovation at NHH:
  • Managing Innovation for Value project - in cooperation with the global technology company Kongsberg Maritime AS 
  • Event Management - in cooperation with the Norwegian Football Association



Marketing Management

Event Management


Marketing Strategy and -Communication

Entrepreneurial Marketing

Social Media Marketing

Consumer Behavior, with a particular focus on Consumer Engagement and -Experience

Service Innovation, Service Ecosystems and Service Design

Business Model Innovation


Qualitative and Quantitative Research