Joannes Evangelista Benedictus Maria "Jan-Benedict" Steenkamp (born June 12, 1959) is a marketing professor and author.
He is the Knox Massey Distinguished Professor of Marketing at Kenan-Flagler Business School, University of North Carolina at Chapel Hill.
He is also the co-founder and executive director of AiMark, a global center studying key marketing strategy issues.
He wrote two master theses, one on the political risks multinational corporations face when investing in foreign countries, and a second one on the construction of orthogonal designs for conjoint measurement experiments.
His dissertation research drew international attention, especially the finding of an almost negligible correlation between a product's price and its real quality.
[14] He has consulted with organisations such as Procter & Gamble, Kraft, General Mills, Zurich Insurance Group, KPMG, Unilever, Johnson & Johnson, Sara Lee, Reckitt Benckiser, Bristol-Myers Squibb, Bunge Limited, The Brattle Group, GfK, TNS, IRI, Nutreco, Netherlands Department of Agriculture, King & Spalding, Shook, Hardy & Bacon and Sidley Austin.
Collectively, his body of research involves integrating theory drawn from marketing and other social science domains (management, economics, psychology, political science) with cutting edge, rigorous methodology, using large empirical data sets, to address managerially relevant research issues.
This award recognized Steenkamp as a leading expert on structural equation modeling and cited his contributions on measurement invariance for setting new standards for international marketing research.