Pernille Rydén

Head of Studies and Associate Professor, PhD,
Center for Bachelor of Engineering Studies
DTU, Technical University of Denmark

Pernille Rydén is Head of Studies and Associate professor of Management at the Technical University of Denmark, Ballerup. As member of faculty at the Executive MBA, Technical University of Denmark, Lyngby, she supervises Organizational Development and Change projects.

With more than 20 years of continuing education teaching, and executive training experience, she offers consultancy services and presentations sharing insights with both private and public organizations calling for effective strategic development and change.

Pernille collaborates with international managers and researchers in the US and Europe in the research fields Strategy, Managerial Cognition, Organizational and cultural change, and Digital Technologies. She is ambassador for the Managerial and Organizational Cognition Division, Academy of Management, and got her PhD ‘Strategic Cognition of Social Media in Business-Customer Interactions’ from the Marketing Department at Copenhagen Business School. With Professor Torsten Ringberg as her main supervisor and Associate professor Ricky Wilke as her secondary supervisor, they published the developed theoretical framework, which is the backbone of this book, in Journal of Interactive Marketing.


Torsten Ringberg

Professor, PhD,
Department of Marketing
CBS, Copenhagen Business School

Torsten Ringberg joined CBS in 2009, returning to Denmark after nearly 20 years of academic experiences in the U.S. He publishes in top tier international business journals listed on the Financial Times (FT)-50 list. His work combines sophisticated qualitative research methods with experimental research designs to investigate how mental models (mindsets), cognitive orientation, and embodied cognition affect consumers’ and managers’ preferences and choices.

Early in his career, Ringberg co-initiated, operated, and co-owned several companies (45’ sailboat-production, investment, and charter). During his Ph.D., Torsten was an associate with the U.S. based consulting firm, OlsonZaltman Associates. Torsten’s work has led to the strategic repositioning of many leading brands and led to two awards by the American Marketing Association (Milwaukee Chapter) for the most innovative and effective/gainful consulting projects. He still consults independently for large and mid-size international companies.

At CBS Torsten advises and teaches graduate students as well as managers from both the private and public fields in the prestigious MBA and EMBA programs. He participates in the Rio-to-Roskilde Big Data project with Per Østergaard Jacobsen. In addition, Torsten has an interest in environmental issues and co-initiated Nepenthes’ successful establishment of Tortuguero National Park in Costa Rica.


Per Østergaard Jacobsen

External Lecturer and Project Leader,
Department of Marketing
CBS, Copenhagen Business School

Per is CEO at Efficiens and has over thirty years of experience working with international and Danish companies holding several positions at the executive level as well as an advisor. His vast experiences have given him a broad range of insights into many of the challenges and opportunities organizations face, particularly in the areas of customer relation management (CRM) and Big Data.

He is a sought after speaker and consults and presents to the business community. In addition to Per’s industry experiences, he lectures at the Master’s level at Copenhagen Business School and provides supervision for Master Thesis projects. He is co-founder and project manager of the ‘Rio to Roskilde’ project, that works with one of the largest festivals in Europe to develop new sustainable business models based on Big Data insights. In addition, Per founded “Digitaliseringsprisen” – An annual award recognizing the best digital projects in Denmark’s public sector.

Per has authored numerous popular books in the area of CRM. His book; ‘The CRM Handbook – From Group to Multi- individual’, published in 1999, has now sold over 50,000 copies world wide and has been translated into six languages. The focus of his work deals with helping companies identifying, winning, maintaining, developing and co-creating profitable customers through targeted communication, segmentation, and performance management, and draws on Per’s extensive customer insights and knowledge. His work with both CRM, loyalty (e.g., loyalty clubs), and strategic use of Big Data have led to many successful ‘bleeding’ edge projects.