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

• Executive Master in Marketing Leadership
• MAS Business Innovation Engineering for Financial Services
• MAS Customer Relationship Management
• MAS Digital Marketing
• MAS Marketing Management
• MAS Product Management
• CAS Agile Marketingorientierung
• CAS Strategisches Marketing

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

• Online-Finanzplanung für Retailkunden / Team member / Project completed
• Comprehensive Sales Forecasting for Supply Chain Optimization in Food Industry / Team member / Project completed

Books and monographs, peer-reviewed

• 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.

Book parts, peer-reviewed

• 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/10.21256/zhaw-3435

• 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

Conference contributions, peer-reviewed

• 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.

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

  Münster:

  Fachhochschule Münster.

  pp. 85-102.

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

Other publications

• 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 (AOM) Conference, Limerick, Ireland, 7th - 9th 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.

  2013(4),

  pp. 78-83.

Oral conference contributions and abstracts

• Graf, Sandro,

  2016.

  Wie tickt der Konsument beim Bezahlen?.

  In:

  Kartenforum 2016, Frankfurt am Main, 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, 24. - 25. November 2015, Zürich.

• 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:

  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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