I.VW | Consumer Value

Consumer Value

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

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 Institute of Insurance Economics (I.VW-HSG). 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 .

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



  • 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)




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



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









Consumer Value
Tannenstrasse 19
9000 St. Gallen
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Mo-Fr 08:00 Uhr bis 18:00 Uhr
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