Institut für Versicherungswirtschaft | Universität St.Gallen - Research Team Customer Strategy and New Value Propositions

Prof. Dr. Peter Maas

Research Team Consumer Value

Peter Maas is Professor of Management at the School of Management of the University of St.Gallen (HSG) and Member of the Executive Board of the I.VW. Originally, working for some years as a banker he started his studies of Economics, Management and Economic Psychology at the universities of Bochum and Cologne. During his doctoral studies he worked as a consultant and trainer in the area of behavioral economics. Overall, he looks back on more than 30 years of combined scholarly and practical experiences in management, marketing, and behavioral economics in insurance and financial services. Peter Maas’ research activities are focused on the intersection of management, strategy, psychology, and marketing in insurance. The main research and consulting areas of Peter Maas currently comprise customer behavior along the customer journey, sharing economy, digital transformation, and new business models incl. startups.

Research Focus

Our team focuses key topics that are driving the transformation of the insurance industry within a dynamic environment. We always strive for taking first the customer’s perspective explicitly. We work with a broad range of theoretical approaches and empirical methods to find adequate solutions for current and future strategic challenges. The scope of our current research, practical and teaching activities comprises the following areas:

Changing consumer behavior in insurance and other service markets
Customer journey and value propositions in a digital world
InsurTech: data driven business models in insurance and beyond
Willingness to share personal data and privacy calculus
Digital and social transformation in incumbent firms
Mental models of customer orientation in top management teams
Service design and customer experience in insurance
Changing roles of insurers in health ecosystems

Curriculum Vitae

Diplom-Kaufmann, University of Cologne
Research Assistant, University of Cologne
Doctorate in Business Administration / Management (Dr. rerum politicarum), University of Cologne
Senior Consultant, Gerling Consulting Group
Lecturer at the University of Cologne
Lecturer at the University of St. Gallen
Member of the Executive Board, Institute of Insurance Economics, St. Gallen,
Professor for Management, University of St. Gallen (HSG), Switzerland
Invited Visiting Scholar at Wharton School (University of Pennsylvania)
Since 2017: Board of Directors, FinanceApp AG, Switzerland
Since 2017: Board of Directors, One Insurance Ltd., Liechtenstein
Since 2017: Editorial Board, Journal of Creating Value
Since 2017: Guest Editor, International Journal of Bank Marketing

Awards

Best Poster Award Finalist, Annual Frontiers in Service Conference, 2017
Best Paper Award, Journal für Betriebswirtschaft, 2008

Research and Consulting Areas

The team addresses practical problems by using scientific methods as well as generating research edge questions to be elaborated by creative empirical designs. In close cooperation with scientific and business partners we join forces and capabilities to create future oriented contributions.

Business Model Innovation
Consumer Behavior
Customer Experience
Customer Journey
Customer Value
Direct Insurance
Distribution Channels
Digital Transformation
Employer Branding
InsurTechs
Leadership by Customers
Megatrends 2050
Nudging and Boosting
Sharing Intangibles
Social Media

Teaching Activities

Bachelor’s and Master’s Theses
Service Management (Bachelor)
Marketing (Bachelor)
Integration Seminar (Bachelor)
Applied Research Project (MSC)
Customer Value in Financial Services and Insurance (MSC)
Research Focuses in Financial Services (PMA)
Strategic Management and New Business Models (Executive Education)
InsurTech and Digital Innovation (Executive Education)
Customer Value as a Strategic Focus of Financial Services Companies
Innovative Business Models in Insurance (Executive Education)
Changing Customer Behavior (Executive Education)
Customer Experience and Service Design (Executive Education)
Service Management and Marketing in FS (Executive Education)

Peter Maas regularly contributes to worldwide academic conferences in his field and has been an invited moderator, panelist, and keynote speaker at various professional industry events. In addition, he served as a referee for different academic journals, mainly in the disciplines marketing, management and financial services.

Referee Activities

Geneva Papers
International Journal of Bank Marketing
Journal of Business Research
Journal of Creating Value
Journal of Service Management

Excerpt of latest Talks, Moderations & Presentations

The main research and consulting areas of Peter Maas currently comprise customer-related, channel and digital transformation topics, such as Customer Experience, Customer Journey, Customer Value, Social Media and Sharing Intangibles. Peter Maas has published in renowned scientific journals in marketing and management disciplines.

Complete List of Publications