Sandro Graf

Management role

• Deputy Programme Director, CAS Innovation, Customer Experience Management & Service Design
• Head, Service Lab

Position at the ZHAW

Senior Lecturer Marketing

http://www.zhaw.ch/imm

Professional development teaching

• MAS Business Administration
• CAS Strategisches Marketing
• MAS Product Management
• MAS Customer Relationship Management
• MAS in Marketing Management
• MAS Digital Marketing
• Executive Master in Marketing Leadership
• CAS Digital Commerce
• WBK Future Thinking

Expertise and research interests

General marketing, strategic marketing, customer experience, service design (design thinking), digitales marketing, consumer behavior, behavioral economics

Educational background

Master of Laws, Universität Freiburg i.Ue.
EMScom (Executive Master of Science in Communications Management) Università della Svizzera italiana, Lugano
Advanced Strategic Management Session, UCLA School of Management, Los Angeles

Professional milestones

Senior Consultant, FehrAdvice & Partners AG, Zurich
Head E-Business/Internet Services, Touring Club Schweiz (TCS), Geneva
National Director, Association Mercy Ships, Lausanne/Garden Valley (USA)
Consultant/Project Leader, R.O.S.A., Zurich

Membership of networks

• LinkedIn
• Xing
• Twitter
• EMScom Alumni Association

• Swiss Payment Monitor 2021/22 / Deputy project leader / Project ongoing
• Qualitative study to explore the motives behind the choice of payment instruments / Deputy project leader / Project ongoing
• Design Thinking Projekte 2019 / Project leader / Project completed
• Swiss Payment Monitor 2020 / Project leader / Project completed
• Swiss Payment Monitor 2019 / Project leader / Project completed
• Online-Finanzplanung für Retailkunden / Team member / Project completed
• Swiss Payment Monitor 2018 / Deputy project leader / Project completed
• Future Study - Banking Specialists 2030 / Team member / Project completed
• Comprehensive Sales Forecasting for Supply Chain Optimization in Food Industry / Team member / Project completed

• Müller, Steffen; Fuchs, Rainer; Graf, Sandro; Klaas, Michael,

  2015.

  Jobprofile im Marketing.

  1. Auflage.

  Zürich:

  vdf Hochschulverlag.

  SML essentials ; 4.

  ISBN 978-3-7281-3701-2.

• Pugnetti, Carlo; Graf, Sandro,

  2021.

  Safer drivers are more willing to share information

  .

  In:

  Eckstein, Andreas; Liebetrau, Axel; Nolte, Lukas, eds.,

  Insurance & Innovation 2021.

  Karlsruhe:

  Verlag Versicherungswirtschaft.

  pp. 121-128.

  Available from: https://doi.org/10.21256/zhaw-22572

• Ceranic, Esad; Frauchiger, Patrick; Brucker-Kley, Elke; Graf, Sandro; Körner, Amélie-Charlotte,

  2018.

  Fallstudie Amag Leasing AG: «Videobasierte Identifikation als Wegbereiter für das Online-Leasing»

  .

  In:

  Brucker-Kley, Elke; Kykalova, Denisa; Keller, Thomas, eds.,

  Kundennutzen durch digitale Transformation : Business-Process-Management-Studie – Status quo und Erfolgsmuster.

  Berlin:

  Springer.

  pp. 51-68.

  Available from: https://doi.org/10.1007/978-3-662-55707-5_4

• Graf, Sandro; Mandl, Teresa Valerie,

  2013.

  A sustainable approach to social media for businesses

  .

  In:

  Fuchs, Rainer; Lardi, Kamales, eds.,

  Social media strategy : a step-by-step guide to building your social business.

  Zürich:

  vdf Hochschulverlag.

  pp. 9-16.

  Available from: https://doi.org/10.3218/3558-2

• Graf, Sandro; Gehring, Bettina; Scherrer, Corinne; Hänsli, Nina,

  2014.

  How to change payment behaviour : a mixed methods approach [paper].

  In:

  Conference Proceedings of the 13th International Science-to- Business Marketing Conference on Cross Organizational Value Creation.

  13th Science-to-Business Marketing Conference, Winterthur, 2-4 June 2014.

  Münster:

  Fachhochschule Münster.

  pp. 85-102.

  Available from: https://www.s2b-conference.com/pdf/ZHAW_S2B_Konferenz_Proceedings.pdf

• Graf, Sandro; Heim, Nina; Stadelmann, Marcel; Trütsch, Tobias,

  2021.

  Swiss Payment Monitor 2021 : wie bezahlt die Schweiz?.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-2405

• Gehring, Bettina; Graf, Sandro; Trütsch, Tobias; Domeisen, Rafael,

  2018.

  Swiss Payment Monitor 2018 : wie bezahlt die Schweiz.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-3287

• Müller, Steffen; Graf, Sandro,

  2015.

  Costumer Insight Manager : interne Spezialisten im Dienste der Marktforschung

  .

  In:

  Jobprofile im Marketing.

  Zürich:

  vdf Hochschulverlag.

  pp. 7-18.

  SML essentials ; 4.

• Scherrer, Corinne; Graf, Sandro; Blume, Marc,

  2015.

  Discount vs. reward : what has greater effect on altering payment behaviour [paper].

  In:

  Academy of Marketing Conference 2015, Limerick, Ireland, 7-9 July 2015.

  Available from: http://programme.exordo.com/am2015/delegates/presentation/221/

• Graf, Sandro; Hänsli, Nina,

  2013.

  Hat Bargeld als Zahlungsmittel bald ausgedient?.

  Competence.

  2013(4), pp. 20-21.

  Available from: https://www.zhaw.ch/storage/sml/ueber-uns/zhaw-broschuere-competence-nr4.pdf

• Graf, Sandro; Gehring, Bettina,

  2013.

  Verändern neue Bezahlformen unser Zahlungsverhalten?.

  IM+io - Magazin für Innovation, Organisation und Management.

  2013(4), pp. 78-83.

• Graf, Sandro,

  2016.

  Wie tickt der Konsument beim Bezahlen?.

  In:

  Kartenforum 2016, Frankfurt am Main, Deutschland, 16. Februar 2016.

• Graf, Sandro,

  2016.

  Wie Zahlungsmittel-Entscheide getroffen werden.

  In:

  Behavioral Economics & Payment Industry «Wie werden wir in Zukunft bezahlen?», Zürich, 6. Juni 2016.

• Graf, Sandro; Wirth, Tobias,

  2015.

  Mobile Commerce im Schweizer Detailhandel.

  In:

  Swiss Payment Forum, Zürich, 24.-25. November 2015.

• Graf, Sandro; Scherrer, Corinne,

  2015.

  Zahlungsverhalten in der Schweiz : braucht es ein schnelleres Bezahlsystem?.

  In:

  Swiss Banking Operations Forum, Zürich, 5. Mai 2015.

• Graf, Sandro,

  2013.

  Ein aktuelles Forschungsprojekt der ZHAW : Erkenntnisse aus einem Feldexperiment auf dem ZHAW-Campus.

  In:

  Swiss Payment Forum.

  Die neuesten Erkenntnisse und Trends für Payment in der Schweiz, Zürich, 27.-28. November 2013.

• Graf, Sandro,

  2012.

  Mit Business-Experimenten zu mehr Erfolg.

  In:

  ONE Marketing Conference 2012, Zürich, 9.-10. Mai 2012.

• Graf, Sandro,

  2012.

  Wie Kunden entscheiden.

  In:

  Swiss New Marketing Forum 2012, Winterthur, 12. September 2012.

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