Jan-Benedict Steenkamp (“JB”) is the C. Knox Massey Distinguished Professor of Marketing and Chairman of Marketing at the UNC Kenan-Flagler Business School, honorary professor at the European Institute for Advanced Studies in Management, and fellow at the Institute for Sustainable Innovation and Growth (Fudan University, Shanghai). He is co-founder of AiMark, a global center involving Fortune 500 companies that spearheads the BG 20 project uncovering drivers of sustainable brand growth.
He received a BSc (economics), MSc (business administration), and PhD (marketing) (all summa cum laude) from Wageningen University, the Netherlands, and a Doctor Mercaturae Honoris Causa from Aarhus University, Denmark. One of the world’s leading thinkers on global strategy and branding, he has taught, consulted, and given executive seminars on all continents.
He has written over 150 articles in leading marketing, management, and statistical journals, as well as in the leading practitioner journal Harvard Business Review. His work has been cited over 35,000 times. One of his articles was quoted from by Oliver Williamson in his 2009 Economics Nobel Prize acceptance speech.
Steenkamp has written four books:
- Global Brand Strategy: World-Wise Marketing in the Age of Branding, published in 2017 by Palgrave Macmillan, with a special Chinese edition by Tsinghua University Press.
- Brand Breakout: How Emerging Market Brands Will Go Global (with Nirmalya Kumar), published in 2013 by Palgrave Macmillan, with a special Chinese edition by CEIBS Publishing Group.
- Private Label Strategy: How to Meet the Store Brand Challenge (with Nirmalya Kumar), published in 2007 by Harvard Business School Press, with a special Chinese translation.
- Product Quality, published in 1989 by Van Gorcum.
His books have been translated in several other languages including Polish, Portuguese, Spanish, and Dutch, with translation rights sold for Russian and Turkish. Brand Breakout was selected as Best Business Book 2013: Globalization by Booz & Co.’s magazine, Strategy + Business.
He has written nine cases on branding, all of which are available through The Case Center (www.thecasecentre.org). Many of his cases have been translated into Chinese, and his cases are used by business schools in Australia, China, France, Germany, Hong Kong, Israel, the UK, and the United States.
Steenkamp received the Dr. Hendrik Muller lifetime prize from Royal Netherlands Academy of Sciences for “exceptional achievements in the area of the behavioral and social sciences.” It was the first time the prize has been awarded to an academic in business administration. He has also received the EMAC Distinguished Marketing Scholar Award, the highest award of the European Marketing Academy; the Churchill Award, awarded by the American Marketing Association to recognize “an outstanding research scholar for lifetime contribution to the academic field of market research”; UNC Kenan-Flagler’s Weatherspoon Award for Excellence in Research; UNC Kenan-Flagler’s Bullard Award for Research Impact; UNC Kenan-Flagler’s Mentoring Award in Research; and other lifetime prizes. Steenkamp has been recognized as “Teaching All Star” by UNC’s MBA program.
Individual papers have won numerous awards. To honor his contributions to the marketing discipline, the International Journal of Research in Marketing—the official journal of the European Marketing Academy—has named its award for long-term impact “The Jan-Benedict E. M. Steenkamp Award for Long-Term Impact.”
His work has been featured in the Harvard Business Review, The Wall Street Journal, Financial Times, The Economist, The New York Times, Bloomberg Businessweek, and numerous other media outlets in the United States, Europe, the Middle East, South Africa, India, China, and South Korea. He has given executive seminars in all continents. He has consulted with a large number of multinational companies, as well as with three international law firms on international lawsuits and trade disputes involving branding and private labels.