Birgit Andrine Apenes Solem

Associate professor
USN School of Business
Department of Business, History and Social Sciences
Campus Vestfold (D3-120)
Birgit is an associate professor at School of Business - University of Southeastern Norway. Her research interests include consumer behavior, consumer engagement and -experience, customer co-creation, branding, social media marketing, service innovation and -design, business model innovation and digitalization in 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.


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

Her research interests comprises effects of digitalization (i.e., digital technology, digital consumer behavior, digital business models, digital platforms), service innovation, service design, and service ecosystems. Birgit is also interested in new perspectives and theories of market innovation and consumer adoptions of innovations. 

Birgit is the leader of the resarch group of Innovation and Entrepreneurship.

Resarch Projects:

  • Vivant Digital - Innovation in Retailing through digitalization
  • School of Digitalization
  • Digifood - Digitalization of the food market and food system


Service Innovation, Service Ecosystems and Service Design

Digital consumer behavior

Digital business models

Digital platforms


Marketing Management

Event Management


Marketing Strategy and -Communication

Entrepreneurial Marketing

Social Media Marketing

Qualitative and Quantitative Research



2016-2019         Associate Professor / PhD / Professor qualification programme, School of Business, University of South-Eastern Norway

2011-2015         PhD scholar (25% teaching), School of Business, University of South-Eastern Norway, attending the PhD program at Norwegian School of Economics, Center for Service Innovation

2010-2016         Assistant Professor, Department of Business and Management, Buskerud & Vestfold University College

2008-2010         Marketing Manager and Web Editor, responsible for branding, marketing strategy, marketing planning, and internet, Vestfold University College

2006-2008         Project manager (EVU-studies and research), Department of Business and Management, Vestfold University College

2004-2006         Marketing Manager, responsible for marketing planning, brand communication, student recruitment and marketing activities, Idefagskolen, Tønsberg

2000-2004         Senior Marketing Consultant, Gjensidige NOR (Insurance & Banking)

Project leader – developing and handling loyalty programs and communication in the private customer market based on datawarehouse and Consumer Relationship Management (CRM)

1998-2000         Marketing Department Manager, Private Market, Gjensidige Fondsforvaltning AS/Avanse Forvaltning AS  

1997-1998         Lecturer – Bachelor in Marketing Management, Høgskolen i Buskerud, Ringerike 

1996-1997         Lecturer – Trondheim Markedsføringsskole (TOMI), responsible for teaching, supervising and sensor work


View Birgit's publications and research work in Cristin:

View Birgit's google scholar profile


Publications in Cristin