Department of Marketing

Henrik Johannsen
Associate professor

Room: SOL/C3.24
E-mail: hjd.marktg@cbs.dk

I am an Associate Professor at the Department of Marketing at Copenhagen Business School. My current research interests are mainly strategic forecasting and innovation management. 

Currently, I am also working on a project within sales management.

I have previously conducted research in market orientation, innovation/entrepreneurship, growth in small and medium sized firms, online learning, international business-to-business marketing and the history and philosophy of economic theory and business strategy. I have taught extensively in marketing and international business (offline as well as online) and have a practical background in financial analysis.

Basically, my research investigates how analysis of the firm's environment (the global economy, society, industries, technologies, markets, customers, competitors, etc.) can be used to facilitate innovation, strategic change, and market timing in the firm.

An additional interest is advanced forms of online learning (interactive e-learning). I have extensive practical experience in that area (12000+ hours). Still active in the field, I worked in the past as a member of a team that pioneered the first 100% online educational program at CBS in 1998, in cooperation with some of Denmark’s largest companies.  Along the way, I have published several articles on the strategy, innovation and pedagogy of online learning. 

A more recent research interest to be developed further in the coming years is how long-term idea-based communication is done by non-profit organizations (interest groups, religious communities, think tanks, political parties, etc.).

Primary research areas
  • Strategic forecasting
  • Innovation/entrepreneurship/innovation management
  • Online learning (strategy, innovation, pedagogy)
  • Indicators (economics, sociology, technology)
  • The marketing of ideas
Administrative tasks

Member of the CBS Research Data Management Steering Committee.

Member of the board for CBS WIRE

Member of the Integrated Design Research Cluster (IDRC)



Social media
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  • Marketing Management (HA Kom)
  • Strategic Forecasting (elective currently not offered)
  • Practical Seminar (oncampus version)
  • Practical Seminar (online version)
  • Marketing Management (HA Pro)
  • Business-to-Business Marketing (EMF)
  • Strategic Market Management (EMF)

I supervise students enrolled HD, HA (Bachelor), CM (MSc), and PhD. 

Supervision experience: 700+ term papers, bachelor theses and master theses

Frode Fjelldal-Soelberg (Ph.D. secondary advisor, finished 2010)

I am always interested in new student projects so feel free to contact me for supervision at hjd.marktg@cbs.dk 

Selected publications
  • Duus, H.J. (2016) ´Strategic Forecasting: The Management Perspective’, Management Research Review, Vol. 39, No. 9, pp. 998-1015.
  • Duus, H. J. (2016) ´Strategic Scenario Construction Made Easy´, International Journal of Foresight and Innovation Policy, Vol. 11, No. 1/2/3, pp. 167-183. 
  • Duus, H. J. (2013) 'Strategic Forecasting: Theoretical Development and Strategic Practice', International Journal of Business Innovation and Research (Vol 7, No. 3, pp.362-378)
  • Duus, H.J. (2009) 'A Socio-economic Approach to The Development of E-Learning' , Journal of E-Learning and Education, Vol 5, pp. 1-19
  • Smith, D. E. & Duus, H.J. (2001) 'The Power of E-learning in International Business Education', Journal of Teaching in International Business Education, Vol. 13, No. 2., pp. 55-71.
  • Duus, H.J. (1999) ' Strategic Business Market Forecasting', Journal of Strategic Change, Vol 8, No. 3, pp. 173-182.
  • Duus, H. J. (1997) ' Economic Foundations for an Entrepreneurial Marketing Concept', Scandinavian Journal of Management, Vol. 13, No. 3, pp. 287-305.
Publications sorted by:
Henrik Johannsen Duus; Mogens Bjerre / Environmental Analysis in International Business Markets : Models and a Research Agenda.
Frederiksberg : Department of Marketing. CBS 2022, 28 p. (Working Paper. Department of Marketing. Copenhagen Business School)
Working paper
Henrik Johannsen Duus / The Marketing of Ideas
In: Nyhedsbrevet om Forbrugeradfærd, No. 36, 2021, p. 2-7
Journal article
Henrik Johannsen Duus / Markedsinnovation, disruption og fornyelse
In: Markedsføring: Teori og praksis. . ed. /Jens Graff. Frederiksberg : Samfundslitteratur 2020, p. 316-326
Book chapter > peer review
Henrik Johannsen Duus / The Impact of Market Philosophies on the Analytical Practice of Marketing
In: Nyhedsbrevet om Forbrugeradfærd, No. 32, 2019, p. 2-7
Journal article
Henrik Johannsen Duus / Do We Always Have to Listen to the Customers?
In: Nyhedsbrevet om Forbrugeradfærd, No. 28, 2017, p. 2-6
Journal article
Henrik Johannsen Duus / Strategic Forecasting : The Management Perspective.
In: Management Research Review, Vol. 39, No. 9, 2016, p. 998-1015
Journal article > peer review
Henrik Johannsen Duus / Strategic Scenario Construction Made Easy
In: International Journal of Foresight and Innovation Policy, Vol. 11, No. 1/2/3, 2016, p. 167-183
Journal article > peer review
Henrik Johannsen Duus; Mogens Bjerre / Qualitative Value Profiling
Frederiksberg : Department of Marketing. CBS 2015, 18 p.
Working paper
Henrik Johannsen Duus; Mogens Bjerre / Qualitative Value Profiling : A Reassessment.
In: Economic and Social Development. Book of Proceedings: 11th International Scientific Conference on Economic and Social Development – Building Resilient Society. . ed. /Ante Vuletic; Rebeka Danijela Vlahov; Igor Pihir. Varazdin : Varazdin Development and Entrepreneurship Agency 2015, p. 292-301 (Economic and Social Development, Vol. 11)
Article in proceedings > peer review
Henrik Johannsen Duus / Et kig i Makroskopet
In: Futuriblerne, Vol. 42, No. 3-4, 2014, p. 4-8
Journal article
More results... (total 71 results)
Academic Interests
  • Strategic forecasting
  • Innovation/entrepreneurship
  • The marketing of ideas
  • Sales centers
  • Design
Outside activities
  • 2018 - 2019: Advisor to Quantic, Denmark.
  • 2017 - 2018: Member of advisory board, Risika, Denmark.
  • 2014:  Advisor to Demetra Finance and Kairos Commodities, Denmark.