Matthias Fuchs

Dr. Matthias Fuchs is an Assistant Professor in marketing and the Head of the Institute of Customer Experience Management (ICEM) at EHL Hospitality Business School. He researches digital customer behavior, product and service configurators, and customer feedback. He teaches marketing and computational thinking.

Dr. Matthias Fuchs received his Ph.D. in marketing from the University of St. Gallen (HSG) in 2021, where he was the managing director of the Center for Innovation (CFI-HSG) and head of Custom Executive Education Programs at the Institute for Marketing and Customer Insight (IMC-HSG). Before pursuing his Ph.D., he spent more than six years in brand management, marketing management, and strategy consulting at Procter & Gamble, Coty Inc., and Roland Berger Strategy Consultants. He holds two master’s degrees from the Vienna University of Economics and Business (WU), the Norwegian School of Economics and Business (NHH), and the Global Alliance in Management Education (CEMS). He earned his bachelor’s degree from the Vienna University of Economics and Business (WU).

Qualification(s)

• Ph.D. in Economics, specialty Marketing, University of St.Gallen (HSG)
• Master of Science in Management, Vienna University of Economics and Business (WU Vienna)
• Master in International Management, Global Alliance in Management Education (CEMS)
• Bachelor of Science in Business Administration, Vienna University of Economics and Business (WU Vienna)

Teaching Subject(s)

• Successful Hotel E-marketing and Social Media Strategies

Area(s) of Expertise

• Marketing, branding
• Consumer behavior
• Digital marketing
• Experimental methods
• Quantitative analysis.

Publications in Peer-Reviewed Journals

• Bucher, J. H., Fuchs, M., Gollnhofer, J. F., Leimert, H., Manke, B. K. L., Tomczak, T., & Vario, M. (2022). The New Consumer - A Typology of Consumer Reactions to the COVID-19 Crisis. In E. Gallitto, M. Massi, & P. Harrison (Eds.), Keeping up with the ‘New Normal.’ Hampshire, England: Palgrave.
• Fuchs, M., & Häubl, G. (2020). The Review-Writing Effect: Writing a Review Amplifies Evaluations and Connections More Than Rating Does. ACR North American Advances.
• Bucher, J. H., Fuchs, M., Gollnhofer, J. F., Leimert, H., Manke, B. K. L., Tomczak, T., & Vario, M. (2021). Schweizer Konsumentenverhalten und Markenkommunikation in Zeiten der Covid-19-Pandemie. Marketing Review St. Gallen, 3.
• Miska, C., Stahl, G. K., & Fuchs, M. (2018). The moderating role of context in determining unethical managerial behavior: A case survey. Journal of Business Ethics, 153(3), 793-812.