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 the 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 has worked at the interface of marketing, social psychology and behavioural economics. He dealt with customer experience management in retail and the perception of prices, promotions and product ranges. 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. ), consumer psychology (e.g. ) and service management (e.g. ). 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 consumer psychology conferences (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 sector. In the course of his consulting activities, he has 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 digitisation strategies.

At the Gottlieb Duttweiler Institute, Dr Bauer examines 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.