Department of Marketing


Room: SOL/C3.28
Dr. Ringberg publishes in top tier international academic business journals, such as Journal of Marketing, Journal of Consumer Research, Journal of Management Studies, Research in the Sociology of Organizations. He regularly reviews for a number of journals, including Journal of Consumer Research and Journal of Management Studies, Organization Studies and others. He also presents at and reviews for the Association of Consumer Research (ACR), the American Marketing Association (AMA), and other international consumer behavior conferences. Dr. Ringberg has worked on projects with leading U.S. and European corporations on issues such as consumer conceptualization, subconscious motives, consumers' symbolic world and strategic brand positioning. He combines sophisticated qualitative research methods with relevant social science and socio-cognitive theories to identify these mental models. He has won Best in Practice Awards from the American Marketing Association/Milwaukee (AMA), based on new consulting approaches and their strategic implications for brands.
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
  • Branding
  • Strategic brand positioning
  • Consumer subconscious processing and mind mapping
  • Socio-cultural insights into consumer identity and interpretive communities
  • Consumer embodied cognition
  • In-depth interviews methods, participant observation, and focus groups
  • Strategic simulation games
  • Mental models qua internalized socio-cognitive and personal frameworks (i.e. cultural and private mental models).
  • Strategic handling of Big Data
Administrative tasks
Present-2001  Consultant for large international companies in the U.S. and Scandinavia. Mind mapping consumers' subconscious and emotional brand preferences and translating findings into strategic implications and brand positioning.
2001-1997  Associate at OlsonZaltman Inc. an international, cutting-edge qualitative consulting company in qualitative consumer research.
1989-1987  Marketing Manager in Travelline, Swiss firm
1987-1983  Co-owner and co-initiator of Columbie Boats I/S (manufacturing, selling and chartering of 45" sailing yachts).
Link to this homepage



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)
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
2013-present    Katrine Kunst (secondary advisor, Department of IT Management, CBS)
2013-present    Louise Koch (primary advisor, Department of Marketing, CBS)
2014-present    Seidi Suurmet (primary advisor, Department of Marketing, CBS)
2013-present    Dalia Bagdziunaite (secondary advisor, Department of Marketing, CBS)
2012-2016        Pernille Ryden (PhD primary advisor)
2008                  Melissa Bublitz & Stepen (Prelim Committee)
2008                  Hee-Kwon Jung (Dissertation Proposal)
2007                  Feng (Oliver) Liu (Dissertation Defence Committee)
2007                  Kai-Yu Wang (Dissertation Defense Committee)
2006                  Minli Liang & Oliver Liu (Dissertation Defense Committees)
2004                  Ruiliang Yan (Prelim Committee)
2003                  Minli Liang & Hee-Kwon Jung (Prelim Committee)
Other teaching activities


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.


2010-ongoing  Advisor for MBA students on their final stragegy project (6 months project duration)

2010-ongoing  Advisor for EMBA students on their final stragegy project (2 years project duration)

2009-ongoing  Socio-Cognitive Science of Branding, Social Responsible Marketing, Pharmasism & StratsimMarketing (both simulation games), all at CBS.

2009  University of Wisconsin-Madison, USA. Qualitative Research, part of core MBA program.

2001-09  University of Wisconsin, Milwaukee, USA. Marketing Management and Marketing Strategy (StratsimMarketing, undergraduate and graduate levels).

2005  Owen Graduate School of Management, Vanderbilt University, Tennessee, USA, Marketing Management, Qualitative Theories and Methods. Taught Qualitative Research at the graduate level.

2001-1997  Penn State University, USA. Consumer Behavior at the undergraduate level.

Selected publications
  • Ostinelli, Luna & Ringberg (2015) ”The Embodied Simulation of Verticality,” paper presented at the annual Association of Consumer Research (ACR) conference, Oct 1-4, Session 2.6.4, New Orleans, Louisiana, USA
  • Xiaojing Yang; Torsten Ringberg, Huifang Mao, Laura Peracchio (2011) "The Construal (in)compatibility Effect: The Moderating Role of a Creative Mindset," in Journal of Consumer Research
  • Luna, David, Torsten Ringberg, and Laura Peracchio (Sept 2008), "One Individual, Two Identities: Frame Switching Among Biculturals," Journal of Consumer Research Vol. 35, No 2, p. 279-293.
  • Ringberg, Torsten and Markus Reihlen, (Sept 2008). "Toward a Socio-Cognitive Approach to Knowledge Transfer," in Journal of Management Studies Vol. 45 No 5, p. 912-935.
  • 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.
  • Reihlen, Markus and Torsten Ringberg, (2006) "Computer-mediated knowledge systems in consultancy firms: do they work?" Professional Service Firms; Royston Greenwood and Toy Sudderby (eds.), Research in Sociology of Organizations. Vol. 24, p. 307-336. (annual volume/periodical).
  • Massimiliano Ostinelli; David Luna; Torsten Ringberg / When up Brings you Down : The Effects of Imagined Vertical Movements on Motivation, Performance, and Consumer Behavior.
  • In: Journal of Consumer Psychology, Vol. 24, No. 2, 2014, p. 271-283.
Publications sorted by:
Florian Kock; Torsten Ringberg / Embodied Cognition Effects on Tourist Behavior
In: Annals of Tourism Research, Vol. 78, 9.2019
Journal article > peer review
Torsten Ringberg; Markus Reihlen; Pernille Rydén / The Technology-mindset Interactions : Leading to Incremental, Radical or Revolutionary Innovations.
In: Industrial Marketing Management, Vol. 79, 5.2019, p. 102-113
Journal article > peer review
Pernille Rydén; Torsten Ringberg; Per Østergaard Jacobsen / Disrupt dit Mindset og få succes med Big Data
København : Djøf Forlag 2017, 249 p.
Book > peer review
Pernille Rydén; Torsten Ringberg; Per Østergaard Jacobsen / Disrupt your Mindset to Transform your Business with Big Data : A Guide to Strategic Thinking.
Rungsted Kyst : Efficiens 2017, 264 p.
Book > peer review
Pernille Rydén; Torsten Ringberg; Ricky Wilke / How Managers Can Create Value from Strategic Framing of Social Media
In: Conference Proceedings The Business & Management Review, Vol. 6, No. 4, 2015, p. 267
Conference abstract in journal > peer review
Pernille Rydén; Torsten Ringberg; Ricky Wilke / How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media
In: Journal of Interactive Marketing, Vol. 31, 8.2015, p. 1-16
Journal article > peer review
Per Østergaard Jacobsen; Eric Bentzen; Mogens Bjerre; Frank Bøggild; Abid Hussain; Jane Frederikke Land; Niels Buus Lassen; Raghava Rao Mukkamala; Torsten Ringberg; Ravi Vatrapu / Temperaturen på danske loyalitetsklubber anno 2015 : Analyse & håndbog i arbejdet med loyalitet.
Rungsted Kyst : Efficiens 2015, 159 p.
Book > peer review
Massimiliano Ostinelli; David Luna; Torsten Ringberg / The Embodied Simulation of Verticality
In: Advances in Consumer Research, Vol. 43, 2015, 2 p., p. 656-657
Conference abstract in journal > peer review
Pernille Rydén; Torsten Ringberg; Ricky Wilke / An Investigation of How Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and Use of Social Media
In: Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. . ed. /Enrique Bigné. Brussels : EMAC 2014, p. 229
Conference abstract in proceedings > peer review
Pernille Rydén; Torsten Ringberg; Ricky Wilke / An Investigation of the Mental Models of Social Media in the Minds of Managers
Paper presented at The 43rd EMAC Annual Conference 2014, 2014
Paper > peer review
More results... (total 45 results)
Academic Interests

Research Projects
Outside activities
  • CBS Executive Sommerskole, (Big Data/Managerial Mindset Course)
  • EMBA & MBD, CBS (Big Data/Managerial Mindset & Future Marketing Course
  • Torben & Alice Frimodt Fond, Board of Directors                                                         
  • Ronald A/S, Syns- og Skønsmand, Anne Blach vs. Netto,
  • Ingeniør foreningen IDA, konference præsentation
  • Efficiens (workshops)
  • Norges Handelshøyskole,  ½ day seminar (Mental models)