Robert Hansen

Associate Professor Emeritus


  • BS 1967
    Agricultural Sciences and Business University of Wisconsin

  • MBA 1970
    Marketing and Quantitative Methods University of Wisconsin

  • PhD 1973
    Marketing University of Wisconsin


  • New product development
  • Business to Business Marketing
  • Marketing Research

Bob Hansen is an award winning teacher who is highly sought by organizations to develop and deliver custom education programs. Recent clients include 3M, J and B Distributors (No Name Steaks), The Federal Reserve Bank of Minneapolis, Thermo-King, HB Fuller, Pentair, Rexam and others. He has consulted with a number of public sector organizations including, The Minnesota Department of Transportation, The Minnesota Department of Trade and Economic Development, and the National Highway Traffic Safety Administration. A sample of his private sector consulting clients includes NCR, Martin Williams Advertising, Business Incentives, Becton Davidson, The Limited Stores, Centex Homes and Fairview Southdale Hospital. Hansen is on the Board of Directors at Fastenal Company and is a member of the Audit Committee and Chair of the Compensation Committee and he is on the Board of Directors of Minnesota Sinfonia where he is Chair of the Marketing Committee. He currently teaches in the Part Time MBA program and is Faculty Director and principle instructor for two programs that he developed for the Executive Development Center, Fundamentals of Marketing and Business to Business Marketing Strategy.

Selected Works

  • "The Right Message: Creating a Real Dialog with Customers Means More than Just Collecting Information," Marketing Management 13 (July/August 2004) 42-46.
  • "A Guide to Doing Business in Minnesota," with T. Kylstad, The Norwegian American Chamber of Commerce, 1984
  • "Increasing Response to Industrial Surveys," with C. Tinney and W. Rudelius, Industrial Marketing Management, 1983
  • "Heuristic Crosstabulation: A Managerially Oriented Method for Analyzing Consumer Attitude Information," AMA Education Conference Proceedings, 1981
  • "A Self-Perception Interpretation of the Effects of Monetary and Non-Monetary Incentives on Mall Survey Respondent Behavior," Journal of Marketing Research, 1980

Current Activities