Det Humanistiske og Samfundsvidenskabelige Fakultet

Photo by Lars Horn: Head of Business School Christian Nielsen giving a speech at the opening of Aalborg University Business School September 1th 2020.

Aalborg University Business School Conference 2021

Celebrating the 2020 transition to Business School and the end of Covid restrictions we are proud to announce the first Aalborg University Business School Conference on the 30th of September 2021.


30.09.2021 kl. 08.30 - 17.00


Aalborg University Business School (AAUBS) is hereby inviting business school students and business partners to a day packed with knowledge sharing and networking opportunities.

This AAUBS conference event rises the opportunity to network while learning about our research from some of our most qualified researchers. Presenting a line-up of 6 new professors from various areas of business research the day offers talks on subjects within marketing, innovation, finance, strategy and business development.

The opening keynote speaker Jacob Fuglsang is cand.comm. and educational editor at Politiken. He has worked as a journalist since 1993 at Information, Weekendavisen and for the last 17 years at Politiken. He has also been press manager at the Ministry of Education from 1999 to 2000. At Politiken, Jacob Fuglsang has been a debate editor, domestic editor and a member of the newspaper's management board.


08.30 - 09.30: Coffee and networking

09.00 - 09.10: Opening of the conference by Christian Nielsen

09.10 - 10.30: Presentation by Jacob Fuglsang: ”Uddannelsespolitiske tendenser. Paradigmeskift i horisonten”

10:30 - 11:00: Break and networking

11:00 - 11:45: Lectures: Holger Roschk (room 1), Ina Drejer (room 2), Lorenzo Massa (room 3)

11:45 - 12:45: Lunch and networking

12:45 - 13:30: Lectures: Malene Gram (room 1), Frederik Lundtofte (room 2), Mette Vinther Larsen (room 3)

13:30 - 14:00: Break and networking

14:00 - 15:00: Presentation by AI Denmark

15:00 - 17:00: Snacks and networking


Please use this link to register for the conference:

Lecture abstracts

Holger Roschk

Pleasant Ambient Scents: A Meta-Analysis of Customer Responses and Situational Contingencies

To prevail in the fierce competition of in-store experiences, some firms have focused on providing pleasant ambient scents. However, equivocal results on scent effects make generalizations and managerial guidance uncertain. While efforts to consolidate research findings have been conducted, a comprehensive quantitative integration is notably lacking. In this meta-analysis, the authors integrate 671 available effects from ambient scent experiments and show that exposure to pleasant ambient scents on average produces a substantial increase in the level of customer responses (3%–15%). The effects of ambient scent depend on situational contingencies and are, for example, positively related to congruency, unidimensional aroma structure, ascribed familiarity of a scent, service exchange, proportion of female participants in the sample, and imagined (vs. fictitious) offering. Thus, the authors estimate expenditures would increase by 3% and 23% for an average and a most favorable condition, respectively. The authors also examine effect patterns, identifying, for example, ambient scent as more cognitive than affective and nonlinear effects of perceived concentration. Using the insights, they develop a research agenda and provide strategic guidance to leverage ambient scent effects.

Ina Drejer

The impact of universities – what we know; what some think they know; and questions still unanswered

The emphasis on articulating and measuring the societal impact of universities has intensified over the last decades. This reflects that the role of universities has changed from an idealistic position focused on the creation of knowledge towards a more instrumentalist position in society.

In this lecture, Ina addresses universities’ role as instruments of development. Drawing on her body of research on how universities, directly as well as indirectly, can impact business and society, she presents an overview of – and specific examples of – different types of university impact. She also discusses challenges with measuring the impact, including the pitfalls that may lead to questionable conclusions about this impact, and presents a research agenda aimed at reducing these pitfalls.

Lorenzo Massa

Sustainable Business Model Design: 45 Patterns

Business – from entrepreneurial startups to large multinational corporations – has a vital contribution to make to sustainable development. Companies are not only largely responsible for some of the non-sustainable conditions we are now facing, but they also have the knowledge, skills, and resources to creatively solve sustainability challenges and foster a more sustainable future. Business is a formidable engine of innovation.

But as long as we are confined by traditional ways of thinking about business models – often rooted in industrial age ideas about mass production and consumption – it will be impossible to fully unlock the potential of innovation to create sustainable value. Creating greater sustainable value requires us to rethink and redesign our way of doing business. In short, it requires us to develop sustainable business models.

Many entrepreneurs and corporate managers are well aware of this and have already started experimenting with new business models to boost sustainability. In some cases, these experiments had led to innovative business models that support the creation of sustainable value.

  • What types of sustainable business models do we already have?
  • What solutions do they offer to recurring environmental, social, and economic challenges?
  • How can we turn these solutions into templates for action?

In this lecture, Lorenzo Massa will progressively walk the audience to appreciate the role of business and business model design in relationship to sustainability and provide an answer to the offered questions.

Malene Gram

Buying food in the supermarket. Contexts, relations and practices

Most Danes buy their food in supermarkets, and the food sector is huge. Still, shopping food in supermarkets has only relatively recently come under scrutiny in qualitative consumer research. This is quite possibly because supermarket shopping is an everyday, ordinary and unprestigious activity. Still food matters in relation to societal challenges related to health and climate. Therefore it is important to understand what happens when we buy food in the supermarket. Who decides what we buy?

In this lecture, Malene will present various perspectives on buying food in the supermarket to be able to address how changes can be made to obtain more sustainable consumer practices. There will be a special focus on families and children in supermarkets and their decision-making processes.

Frederik Lundtofte

Climate Finance – Challenges and Opportunities                

In recent years, private and institutional investors have become more aware of the environmental impact of their asset holdings. Rating firms, such as MSCI, have developed scores and rankings aiming to account for environmental, social and governance aspects. Such approaches face several challenges. Focusing on the environmental aspects, IT firms, banks and financial firms tend to receive favorable scores, whereas energy firms typically receive low scores. Should investors “punish” the energy sector as a whole through higher cost of capital when we all use their services? How will the higher cost of capital affect the energy sector’s ability to renew and reinvent itself? Is public reluctance to invest in such companies likely to lead to desirable outcomes? Equilibrium analysis suggests that those who do the morally “wrong” thing by investing in “dirty” companies will, on average, earn higher risk-adjusted returns.

In this lecture, Frederik Lundtofte will give an overview of how one can combine economic and climate analysis to better understand the climate impact of financial investments and the effect of climate concerns on stock returns. The lecture will draw on the works of, for example, Nobel laureates William D. Nordhaus and Robert C. Merton, as well as Lundtofte’s own very recent work in the area, including his collaboration with a Swiss fintech firm.

Mette Vinther Larsen

Strategisk ledelse – Boom, Doom & Bloom

Med afsæt i en undersøgelse af, hvordan 20 adm. direktører inden for den danske mode- og tekstilbranche har reflekteret og arbejdet strategisk gennem Covid-19, udforskes det, hvordan forståelsen af strategisk ledelse som begreb og praksis er under udvikling. Post Covid-19 dukker en mere fleksibel tilgang op, hvor det at bedrive strategisk ledelse bedst kan forstås som evnen til at manøvrere i et matrix af mulige måske-er, der potentielt kommer til at udspille sig. Og på baggrund heraf, som leder træffe de valg, der skaber de bedste vilkår for ens unikke værditilbud.

Konturerne til dette perspektiv på strategisk ledelse har længe været undervejs og begynder nu at formalisere sig. Som en adm. direktør i undersøgelsen sagde: ”Jeg ser det her C-19 som en periode, hvor de megatrends, der allerede var på vej, de er blevet smidt ind i en centrifuge og ud igen. Digitalisering, bæredygtighed, og at discount ikke duer - alt det er blevet eskaleret. Jeg er ikke kommet til nye erkendelser, vi er bare nødt til at acceptere, at nu er det nu.” Under forelæsning vil Mette komme med cases fra praksis og præsentere teoretiske strømninger, der leder op til dette perspektiv på strategisk ledelse og det diskuteres, hvilke implikationer dette perspektiv har for den måde vi kan forstå og praktisere strategisk ledelse på.




Aalborg University Business School (AAUBS)


Aalborg Kongres & Kultur Center, Europa Plads 4, 9000 Aalborg

Tilmelding inden

23.09.2021 kl. 12.00

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Det Humanistiske og Samfundsvidenskabelige Fakultet | Aalborg Universitet | Fibigerstræde 5 | 9220 Aalborg Øst
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