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Jan-Benedict E.M. Steenkamp - UNC-Chapel Hill. Chapel Hill, NC, US

Jan-Benedict E.M. Steenkamp Jan-Benedict E.M. Steenkamp

Knox Massey Distinguished Professor, UNC Kenan-Flagler Business School | UNC-Chapel Hill


J.B. Steenkamp is a world-renowned scholar on global branding and marketing.



Jan-Benedict E.M. Steenkamp Publication Jan-Benedict E.M. Steenkamp Publication Jan-Benedict E.M. Steenkamp Publication Jan-Benedict E.M. Steenkamp Publication




Global Brand Strategy by Jan-Benedict Steenkamp




Jan-Benedict E.M. Steenkamp specializes in global marketing, branding, emerging markets and strategy.

Dr. Steenkamp is the author of "Retail Disruptors: The Spectacular Rise and Impact of the Hard Discounters" (2018), "Global Brand Strategy: World-Wise Marketing in the Age of Branding" (2017), "Private Label Strategy: How to Meet the Store Brand Challenge" (2007) and "Brand Breakout: How Emerging Market Brands Will Go Global" (2013). "Brand Breakout" was selected as a best business book in globalization for 2013 by Booz & Co.’s magazine Strategy + Business.

He was ranked No. 1 in the world on scholarly influence in marketing in the last decade. He has written cases on companies and brands from emerging markets (available from The Case Centre). An award-winning researcher, he has also written more than 150 scholarly publications, and his work has received more than 35,000 citations.

He is executive director of AiMark, a global center studying key marketing strategy issues, which brings together academics around the world, two of the top-four market research agencies, and brand manufacturers.

He has consulted with numerous multinational companies, including Procter & Gamble, Kraft, General Mills, Johnson & Johnson, Unilever, Reckitt Benckiser, Sanford Bernstein, Bunge, Bristol-Myers Squibb, Zurich Financial, KPMG, Sara Lee. He has worked with the Brattle Group and the international law firms King & Spalding LLP, Sidley & Austin LLP, and Shook, Hardy & Bacon LLP on international lawsuits and trade disputes involving branding and private labels.

He has taught at universities in Austria, Belgium, China, India, the Netherlands, Singapore, Spain, South Africa, U.K. and U.S.

Industry Expertise (2)



Areas of Expertise (6)

Private Label Brands

Marketing Strategy

Emerging Markets



Global Marketing

Accomplishments (7)

American Marketing Association, Gilbert A. Churchill Award (professional)

Lifetime achievement award recognized him as a leading expert on structural equation modeling and cited his contributions on measurement invariance for setting new standards for international marketing research.

European Marketing Academy, Distinguished Marketing Scholar Award (professional)


Lifetime honor for outstanding marketing scholarship as reflected in extensive, impactful research contributions and outstanding contributions to the European Marketing Academy

Aarhus University. Doctor Mercaturae Honoris Causa (professional)

Awarded for a lifetime of contributions to marketing science

Royal Netherlands Academy of Sciences, Dr. Hendrik Muller Lifetime Prize (professional)

Received for exceptional achievements in the area of the behavioral and social sciences; the first time the prize was awarded to a researcher in any area of business administration

Weatherspoon Award for Excellence in Research (professional)

Annual award for research excellence at UNC Kenan-Flagler

Area Chair of Marketing, UNC Kenan-Flagler (professional)

He is the former chair of the marketing area at UNC Kenan-Flagler.

U.S. Society for Marketing Advances, Elsevier Science-SMA Distinguished Marketing Scholar (professional)

Lifetime award for exceptional scholarly contributions to the profession

Education (3)

Wageningen University: Ph.D., Marketing 1989

Wageningen University: M.Sc., Business Administration 1983

Wageningen University: B.Sc., Economics 1981

Affiliations (2)

  • AiMark: Co-Founder and Executive Director
  • Fudan University Institute for Sustainable Innovation and Growth: Fellow

Languages (2)

  • English
  • Dutch

Media Appearances (4)

Branding success in emerging market companies

Bloomberg  tv


J.B. Steenkamp discusses branding as it pertains to emerging market companies and consumer trust. He speaks on Bloomberg Television's “Bloomberg Surveillance.”

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The emerging brand battle

The Economist  print


In his new book, “Brand Breakout,” Jan-Benedict Steenkamp, argues that developing-country firms are swiftly learning the art of branding.

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Hare vs. Tortoise: How Chinese Brands Are Trying to Go Global

The Wall Street Journal  online


After attempting to build brand recognition by migrating to higher quality products, an approach professor Jan Steenkamp calls the "Asian tortoise," Chinese companies have decided to now become the hare.

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'Diaspora can help Indian brands go global'

Economic Times  online


According to Steenkamp, the diaspora can lead in promoting Indian brands globally and the right global approach will not only help Indian companies reap higher profits but will also help them raise their global brand power.

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Articles (4)

How global brands create firm value: the 4V model

International Marketing Review


This paper proposes the 4V model for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.

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Manufacturer and Retailer Strategies to Impact Store Brand Share: Global Integration, Local Adaptation, and Worldwide Learning

Marketing Science


Although store brands (SBs) are becoming increasingly important across the world, their success varies dramatically across consumer packaged goods categories and countries. The purpose of this paper is to provide insight into how such differences in SB success originate, using data that combines scanner data for a three- to five-year period with consumer survey data for scores of food, household care, and personal care categories.

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Diaspora Marketing

Harvard Business Review


Jan-Benedict E.M. Steenkamp and Nirmalya Kumar say emerging global giants can grow their brand by targeting diasporas.

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Price and Advertising Effectiveness over the Business Cycle

Journal of Marketing Research


In harsh economic times, when marketing budgets are among the first to be reconsidered, firms are under increasing pressure to justify their marketing expenditures. To make such decisions, managers must know whether, and to what extent, marketing's effectiveness varies with the economic tide. The authors conduct a systematic investigation of the business cycle's impact on the effectiveness of two important marketing instruments: price and advertising.

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