Department of Marketing


Room: SOL/C3.28
Professor Ringberg received his MBA, M.A. (psychological anthropology) and PhD in Marketing from U.S. universities. He publishes in top tier international academic business journals, such as Journal of Marketing, Journal of Consumer Research, Journal of Management Studies, Annals of Tourism Research, Research in the Sociology of Organizations. He regularly reviews for a number of leading journals. He presents at international consumer behavior conferences, such as Association of Consumer Research (ACR) and American Marketing Association (AMA).
He teaches master and PhD courses as well as courses in the CBS Executive and CBS Summer programs, and has won several teaching awards in the U.S. and Denmark. Ringberg also applies academic insights to work for leading U.S. and European organizations. He specializes in how embodied cognition (the senses) and deep seated neural networks (mental models) affect consumers’ and managers’ subconscious motives and conceptualizations in all aspects of the market place. One example is how managers’ particular mindset affects the strategic use of new technology and Big Data. Another example is how new mindsets vis-à-vis new technologies might lead to very different innovative outcomes. He works within managerial, tourism and consumer research. He has won Best in Practice Awards from the American Marketing Association/Milwaukee (AMA), based on his consulting approaches and their strategic implications for brands. His research and has been featured in media outlets, such as U.S. News & World Report, CBCNews,
He has won Best in Practice Awards from the American Marketing Association/Milwaukee (AMA), based on his consulting approaches and their strategic implications for brands. He is currently member of the Danish Competition Council and formerly member of CBS Academic Council. He is heading the business panel at the Academy of Finland evaluating funding applications. He also heads the Torben and Alice Frimodt Foundation that supports projects within the sciences, environmental NGOs, and humanitarian issues. In his pre-academic years Ringberg co-initiated a number of companies, and was later headhunted by Egon Zehnder Int. to work for a Swiss corporation as marketing manager. He was also involved with rainforest conservation projects and worked for international NGOs as well as for Nepenthes (now where he co-initiated the funding for and establishment of Tortuguero National Park in Costa Rica.
2001  PhD in Marketing, Pennsylvania State University, University Park, Pennsylvania, USA
1996  Advanced MBA in International Marketing, Chaminade University, Hawaii
1995  MA in Psychological Anthropology, University of Hawaii, Hawaii
1990  MBA, Chaminade University, Hawaii.
Primary research areas


  • Consumer embodied cognition
  • Strategic positioning
  • Consumers and managers’ subconscious processing and mindsets
  • Socio-cultural investigations of consumer identity creation and interpretive communities
  • Strategic simulation games
  • Strategic handling of Big Data, platforms, and co-creation
Administrative tasks
  • 2016 -present    Member of Danish Competition Council 
  • 2001-present     Consultant for Danish and international companies. Focusing on identifying managers’ strategic mindsets and how these influence the successful application of new technology and Big data. Translating consumers' subconscious and emotional preferences into strategic positioning and implications for brandsExpert witness in brand related court cases.
  • 2001-1997    Associate at OlsonZaltman Inc. an international, cutting-edge consulting company applying sophisticated ZMET insights to consumer research.
  • 1989-1987    Marketing Manager at Travelline, Swiss firm establishing world-wide co-ownership of luxury sailboats
  • 1987-1983    Co-owner and co-initiator of Columbie Boats I/S (manufacturing, selling and chartering of 45" sailing yachts).
Link to this homepage
2019                  PhD School Committee
2015                  Graduate House Committee
2010-ongoing     Evaluator of academic positions at all levels
2010-ongoing     PhD Coordinator Department of Marketing. Member of School of Economics and
                         Management PhD Board.
2009-ongoing     Supervision (5 months duration) of individual Master theses projects
2010-2015         Programme Coordinator of the MSc Brand and Communications Management   
                          (BCM/MCM) graduate student 2-year cohort line (approx. 120 students per year intake)
2019-present    Leticia V. Sebastiao (secondary advisor)
2017-present    Serena Wider (primary advisor)
2013-present    Katrine Kunst (secondary advisor, Department of IT Management, CBS)
2014-2019        Seidi Suurmet (primary advisor)
2013-2018        Dalia Bagdziunaite (secondary advisor)
2012-2016        Pernille Ryden (PhD primary advisor)
2003-2008        PhD Committee for six PhD candidates at University of Wisconsin, Milwaukee.  


Other teaching activities
2018      Teaching Award (CBS)
2017      Teaching Award (CBS)
2008      Gold Star Teaching Award, Sheldon B. Lubar School of Business University of Wisconsin, Milwaukee.
2007      Finalist for the University of Wisconsin, Milwaukee-wide campus teaching award.
2007      Business Advisory Council Teaching Award, Sheldon B. Lubar School of Business, University of Wisconsin-Milwaukee.
2007      Hormel Meritorious Teaching Award, Marketing Management Association, U.S. National Competition.
2000-01   Received Fred Brand, Jr. Award, Graduate School Teaching, Smeal College of Business Administration, Penn State University, Pennsylvania.
2015-present   Teaching PhD course, CBS
2009-present   Teaching Cand. Merc. Courses, CBS 
2014-present   Teaching Sommerskole course,CBS
2017–present   Teaching  MBD course, CBS
2016-2018       Teaching MBA course Leuphana University, Lüneburg 
2014-present   Teaching  EMBA course, CBS
2014-2018       Teaching  MBA courses, CBS
2010-2018       Advisor for EMBA/MBA students on their final strategy project (2 years project duration)
2001-2009        Teaching  MBA courses, University of Wisconsin, Madison & Milwaukee
2005                Teaching MBA course, Owen Graduate School of Management, Vanderbilt University
1998-2001       Teaching undergraduate courses, Penn State University, USA. Undergraduate courses.
Selected publications


  • Kunst, Kathrine, Torsten Ringberg & Ravi Vatrapu (2021) Beyond popularity: A user perspective on observable behavior in a digital platform, Information Systems Journal, (Aug) 28p Online version. (Level 4)
  • Kock, Florian & Torsten Ringberg (2019) Embodied Cognition Effects on Tourist Behavior, Annals of Tourism Research, Vol. 78, 9.(Level 4)
  • Massimiliano Ostinelli; David Luna; Torsten Ringberg  (2014)  When up Brings you Down: The Effects of Imagined Vertical Movements on Motivation, Performance, and Consumer Behavior. Journal of Consumer Psychology, Vol. 24, No. 2, , p. 271-283.(Level 4*)
  • Xiaojing Yang; Torsten Ringberg, Huifang Mao, Laura Peracchio (2011) "The Construal (in)compatibility Effect: The Moderating Role of a Creative Mindset,"  Journal of Consumer Research (Level 4* & FT50)
  • Ringberg, Torsten and Markus Reihlen, (Sept 2008). “Toward a Socio-Cognitive Approach to Knowledge Transfer,” in Journal of Management Studies Vol. 45 No 5, pp. 912-935. (Level 4 & FT50)
  • Luna, David, Torsten Ringberg, and Laura Peracchio (2008), "One Individual, Two Identities: Frame Switching Among Biculturals," Journal of Consumer Research Vol. 35, No 2, p. 279-293. (Level 4*& FT50)
  • Ringberg, Torsten, Gaby Odekerken-Schröder and Glenn L. Christensen, (2007) "A cultural models approach to segmenting consumer recovery expectations." Journal of Marketing, Vol.71 (July), p. 194-214. (Level 4* & FT50)
Publications sorted by:
Katrine Kunst; Torsten Ringberg; Ravi Vatrapu / Beyond Popularity : A User Perspective on Observable Behaviours in a Digital Platform.
In: Information Systems Journal, 29.8.2021
Journal article > peer review
Carsten Lund Pedersen (Editor) ; Adam Lindgreen (Editor) ; Thomas Ritter (Editor) ; Torsten Ringberg (Editor) / Big Data in Small Business : Data-driven Growth in Small and Medium-sized Enterprises.
Cheltenham : Edward Elgar Publishing 2021, 272 p.
Anthology > peer review
C. Anthony Di Benedetto; Adam Lindgreen; Torsten Ringberg; Audhesh Paswan; Laura Peracchio; David Luna; Peter Naudé; Roderick J. Brodie; John Nicholson; Markus Reihlen; Matthew J. Robson; Ken Peattie; Hans Baumgartner / Guiding Ph.D. Students
In: How to Fast-track Your Academic Career: A Guide for Mid-career Scholars. Cheltenham : Edward Elgar Publishing 2021, p. 150-172 (How To Guides)
Book chapter > peer review
C. Anthony Di Benedetto; Adam Lindgreen; Torsten Ringberg / How to Guide Your Ph.D. Students
In: Industrial Marketing Management, Vol. 93, 2021, 10 p., p. A4-A13
Carsten Lund Pedersen; Adam Lindgreen; Thomas Ritter; Torsten Ringberg / Introduction to Big Data in Small Business
In: Big Data in Small Business: Data-driven Growth in Small and Medium-sized Enterprises. . ed. /Carsten Lund Pedersen; Adam Lindgreen; Thomas Ritter; Torsten Ringberg. Cheltenham : Edward Elgar Publishing 2021, p. 1-9
Book chapter > peer review
Ad de Jong; Ko De Ruyter; Debbie Isobel Keeling; Alexandra Polyakova; Torsten Ringberg / Key Trends in Business-to-Business Services Marketing Strategies : Developing a Practice-based Research Agenda.
In: Industrial Marketing Management, Vol. 93, 2.2021, p. 1-9
Journal article > peer review
Massimiliano Ostinelli; David Luna; Torsten Ringberg; Seidi Suurmets / Assimilative Versus Complementary Effects of Embodied Verticality : Neural and Behavioral Evidence.
Paper presented at 2020 ACR Virtual Conference, 2020
Paper > peer review
Per Østergaard Jacobsen; Torsten Ringberg / Big data
In: Markedsføring: Teori og praksis. . ed. /Jens Graff. Frederiksberg : Samfundslitteratur 2020, p. 210-225
Book chapter > peer review
Torsten Ringberg; Per Østergaard Jacobsen; Mikkel Larsen / Bæredygtige Brands
: MediaCom 2020, 20 p.
Report > peer review
Torsten Ringberg; Ravi Vatrapu; Kostos Pantazos / Enabling Managerial Decision Making : The Use of Multiple Views in Dashboards.
In: Proceedings of the Eightieth Annual Meeting of the Academy of Management. ed. /Guclu Atinc. Briarcliff Manor, NY : Academy of Management 2020, 1 p. (Academy of Management Proceedings)
Conference abstract in proceedings > peer review
More results... (total 57 results)
Academic Interests

Research Projects
Outside activities
  • Member of the Board of Directors; Doolittletranslation Aps
  • Seminar on managers' mindset; Consulting MCI
  • Consultant on cases, mergers, and acquisitions; The Danish Competition Council
  • Teaching Big Data/Managerial Mindset Course; CBS Executive Sommerskole
  • Teaching Big Data/Managerial Mindset & Future Marketing Course; EMBA & MBD, CBS
  • Member of the Board of Directors;Torben & Alice Frimodt Fond                                                         
  • Surveyor, case: Anne Blach vs. Netto; Ronald A/S
  • Conference presentation; Ingeniørforeningen IDA
  • Workshop facilitation; Efficiens
  • Seminar on mental models; Norges Handelshøyskole