Dr. JOHANNES C. BAUER

Dr Johannes C. Bauer is a behavioural scientist. He holds a doctorate in marketing and consumer behaviour from the University of St. Gallen (HSG). Before joining GDI, he worked as a marketing professor and management consultant for a strategy consultancy focusing on the retail and consumer goods industry.
In his academic career, Dr Bauer worked at the intersection of marketing, social psychology and behavioural economics. He worked on customer experience management in retail as well as the perception of prices, promotions and assortments. Johannes Bauer's research has been funded several times, for example by the Swiss National Science Foundation. The results have been published in the leading journals of marketing research (e.g. "Journal of the Academy of Marketing Science"), consumer psychology (e.g. "Journal of the Association of Consumer Research") and service management (e.g. "Journal of Service Management"). As part of his academic career, Dr Bauer taught and researched for several years at the renowned New York University and spoke at all established international conferences in consumer psychology (e.g. the Association for Consumer Research or the Society of Consumer Psychology).
Before joining the GDI, Johannes Bauer worked for a strategy consultancy specialising in the retail and consumer goods industry. In the course of his consulting work, he supported numerous companies from various industries (e.g. sports, fashion, food) in strategy development, restructuring, development of new business models and store concepts as well as in the implementation of digitalisation strategies.
At the Gottlieb Duttweiler Institute, Dr Bauer investigates changes in consumer and purchasing behaviour, the future of retail against the backdrop of long-term consumer, technology and business model trends as well as the opportunities and risks of digitalisation for the economy and society.