Prof. Dr. Gunther Kucza

Publications

Articles in scientific journal, peer-reviewed

• Thomas, O., Kucza, G. and Schuppisser, S. (2021) 'Can sports sponsorship affect consumers' motivation for sports consumption?', Journal of Promotion Management, 28(7), pp. 893–922. doi: 10.1080/10496491.2021.2009611.
• Müller Werder, C. et al. (2019) 'Editorial : Flexibles Lernen an Hochschulen gestalten', Zeitschrift für Hochschulentwicklung, 14(3), pp. 9–17. doi: 10.3217/zfhe-14-03/01.
• Kucza, G., Schuppisser, S. and Loretan, S. (2018) 'Wertschöpfungsorientierte Strategiearbeit : ein Onelinetool für mittelständische Unternehmen', Zeitschrift Führung + Organisation, 87(3), pp. 180–184.
• Seiler, R. and Kucza, G. (2017) 'Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model', Journal of International Scientific Publications: Economy & Business, 11. doi: 10.21256/zhaw-4720.
• Kucza, G. and Gebauer, H. (2011) 'Global approaches to the service business in manufacturing companies', Journal of Business & Industrial Marketing, 26(7), pp. 472–483. doi: 10.1108/08858621111162271.
• Gebauer, H., Kucza, G. and Wang, C. (2011) 'Spare parts logistics for the Chinese market', Benchmarking: An International Journal, 18(6), pp. 748–768. doi: 10.1108/14635771111180680.

Books, peer-reviewed

Kucza, G. (2003) Antecedents and consequences of interorganisational power in customer-supplier relationships in the automotive industry. Doctoral dissertation.

Book chapters, peer-reviewed

• Müller, M. and Kucza, G. (2018) 'Herausforderungen bei der Nutzung externer Rechnungslegung zur internen Steuerung von KMU', in Eberle, R., Oesch, D., and Pfaff, D. (eds) Finanz- und Rechnungswesen : Jahrbuch 2018. Zürich: WEKA, pp. 117–148.
• Schuppisser, S. and Kucza, G. (2014) 'Strategisches Management', in Meyer, C., Nagel-Jungo, G., and Brockhaus-Soldenhoff, N. (eds) Basiswissen BWL : ein praxisorientierter Leitfaden. Zürich: Schulthess, pp. 569–644.
• Pichel, K., Schuppisser, S. and Kucza, G. (2014) 'Strategieprozesse : Inhalte, Abläufe und Phasen', in Pichel, K. and Lüthi, E. (eds) Strategie und Diversität : Moderationsmethoden, Erfahrungen, Workshopdesigns. Bern: Haupt, pp. 25–68.
• Corsten, D., Kucza, G. and Peyinghaus, M. (2006) 'The influence of power relations on interorganisational identification in buyer-supplier relationships of the automotive industry', in Kleiner, S. and Poulymenakou, A. (eds) Managing dynamic networks. Berlin: Springer, pp. 167–209. doi: 10.1007/3-540-32884-X_7.

Written conference contributions, peer-reviewed

• Nagengast, L., Reimann, O. and Kucza, G. (2025) 'Store environment, retail format, and premium private labels : the serial mediating roles of retailer and store brand evaluations', in 16th Fall Conference of the European Marketing Academy (EMAC), Istanbul, Turkey, 17-19 September 2025.
• Reimann, O., Nagengast, L. and Kucza, G. (2025) 'The impact of store atmosphere on retailer evaluations : discounters vs. supermarkets', in 16th Fall Conference of the European Marketing Academy (EMAC), Istanbul, Turkey, 17-19 September 2025.
• Thomas, O. et al. (2024) 'The impact of store atmosphere and retailers" price positioning on economy, standard, and premium private labels', in Proceedings of the European Marketing Academy. European Marketing Academy, p. 122610.
• Reimann, O. et al. (2024) 'Private labels and negative marketing events : inter-category spillover effects to competing retailers" private labels', in Proceedings of the European Marketing Academy. European Marketing Academy, p. 122609.
• Reimann, O. et al. (2023) 'Private labels and negative information : effects within a retailer', in EMAC Regional Conference, Athens, Greece, 27-29 September 2023.
• Nagengast, L. et al. (2023) 'Private labels and negative information : effects across retailers', in EMAC Regional Conference, Athens, Greece, 27-29 September 2023.
• Reimann, O., Thomas, O. and Kucza, G. (2022) 'Private labels, product harm crises, and cross-brand learning', in Proceedings of the European Marketing Academy. European Marketing Academy.
• Reimann, O. et al. (2021) 'First insights on brand attitude towards a retailer's individual private labels', in Martínez-López, F. J. and Gázquez-Abad, J. C. (eds) Advances in National Brand and Private Label Marketing. Cham: Springer, pp. 20–23. doi: 10.1007/978-3-030-76935-2_3.
• Reimann, O., Thomas, O. and Kucza, G. (2021) 'Do PWYW labels affect internal reference prices and prices paid?', in Williams Bradford, T., Keinan, A., and Thomson, M. (eds) Advances in Consumer Research Volume 49. Association for Consumer Research, pp. 523–524.
• Reimann, O., Thomas, O. and Kucza, G. (2021) 'Attitude formation toward economy, standard and premium private label', in Proceedings 2021 AMA Summer Academic Conference. American Marketing Association, pp. 535–538. Available at: https://www.ama.org/wp-content/uploads/2021/09/2021-Summer-AMA_Proceedings-Cover_v1-3-merged.pdf.
• Seiler, R., Kucza, G. and Schuppisser, S. (2018) 'Product reviews with a social context : an experiment on online wine reviews in Switzerland', in 10th & 11th international conferences on new challenges in management and business, p. 35.

Other publications

• Kucza, G. (2012) 'Unternehmensentwicklung : schon heute an morgen denken', Blickpunkt KMU, 2012(5), pp. 38–40.
• Kucza, G., Schuppisser, S. and Gaupp, M. (2012) 'Wie Unternehmen ihre Wertschöpfung einfach überprüfen können : Diagnosetool Wertschöpfungsnavigator, Teil 1', KMU Magazin, 2012(4), pp. 82–86.
• Schuppisser, S., Kucza, G. and Gaupp, M. (2012) 'Wie Unternehmen ihre Wertschöpfungspotenziale aktivieren können : Diagnosetool Wertschöpfungsnavigator, Teil 2 / 2', KMU Magazin, 2012(5), pp. 100–104. Available at: https://www.kmu-magazin.ch/wissen/forschung-entwicklung/wie-unternehmen-ihre-wertschoepfungspotenziale-aktivieren-koennen.
• Kucza, G., Schuppisser, S. and Gaupp, M. (2012) 'Wie systematische Unternehmensentwicklung in KMU gelingen kann', Organisator, 2012(8), pp. 26–27.
• Angerer, A., Kucza, G. and Schuppisser, S. (2011) 'Machtspiele lohnen sich nicht', Deutsche Verkehrs-Zeitung, 44, p. 6.
• Angerer, A., Kucza, G. and Schuppisser, S. (2011) 'Teure Machtspiele', Log.kompass, 2011(7/8), pp. 28–29.
• Schuppisser, S. et al. (2011) KMU-Strategiebarometer 2011. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-974.
• Kucza, G. and Reidenbach, J. (2009) 'David gegen Goliath : Konsumenten strapazieren den Detailhandel', persönlich : das Schweizer Kommunikationsmagazin für Entscheider und Meinungsführer, 2009(5).
• Cometta, C. et al. (2009) KMU Strategie-Barometer : eine Standortbestimmung von Schweizer Klein-, Mittel- und Grossunternehmen. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-3375.
• Reidenbach, J. and Kucza, G. (2009) 'Emotionen als Instrument der Marketingpraxis', Marketing & Kommunikation, 37, pp. 18–19.
• Kucza, G. (2009) 'Grow or die: the strategic importance of M&A : a scenario analysis for the heavy industry', in International ESCE Conference, Paris, France, 28-30 Januar 2009.
• Corsten, D., Kucza, G. and Hänni, C. (2004) 'Eine Frage der Macht – Einkaufsstrategie : welche Faktoren bestimmen das Beschaffungsverhalten von Unternehmen?', Logistik Heute, 2004(6).
• Corsten, D., Kucza, G. and Peyinghaus, M. (2003) 'The influence of power relations on inter-organisational identity in buyer-supplier relationships of the automotive industry', in Proceedings 12th Annual IPSERA Conference.
• Corsten, D., Straube, F. and Kucza, G. (2003) 'Supply Chain Collaboration in der deutschen Automobilzulieferindustrie : der Mensch entscheidet über Logistikqualität', Automobilwoche.
• Lenz, M. et al. (2002) PALM - partnering activities of logistics service providers on marketplaces.

Oral conference contributions and abstracts

• Reimann, O. et al. (2020) 'How sport sponsorships affect motivation for sport consumption : the role of perceived brand sincerity', in 20th EURAM Annual Conference, Dublin, Ireland, 4-6 December 2020.
• Kucza, G. (2003) 'Macht und Abhängigkeit in Zuliefernetzwerken der Automobilindustrie', in Automobiltagung eSupply Nets in der Automobil- und Zuliefererindustrie, St.Gallen, 14. Februar 2003.
• Kucza, G. (2003) 'Efficient network management in the automotive industry : the DaimlerChrysler case', in Final Review Meeting of the European Commission, Athen, Greece, 7. April 2003.
• Kucza, G. (2002) 'Collaboration in supplier nets of the automotive industry on the basis of power-dependence relations', in 8th IFPMM Summer School on Advanced Purchasing Research, Salzburg, Österreich, 7-12 August 2002.
• Kucza, G. and Peyinghaus, M. (2002) 'Management of OEM : networks in the automotive industry', in eReality: Constructing the eEconomy, Bled, Slovenia, 17-19 June 2002.
• Kucza, G. and Peyinghaus, M. (2002) 'Inter-organisational Identity on the bases of power-dependence relations in the automotive industry', in Conference on Dynamic Organisational Management for Interfirm Network Orchestrations, Copenhagen, Denmark, 7-8 October 2002.
• Kucza, G., Felde, J. and Güttinger, J. (2001) 'Faktoranalytische Objektpositionierung', in Forschungskolloquium Methodenlehre, St. Gallen, 6. Juni 2011.

Affiliations

Current Affiliations

• iCAS Consulting und Anwendungssysteme AG: Member of the Supervisory Board of iCAS AG, Germany
  As part of my part-time work, I am a member of the Supervisory Board of iCAS AG. iCAS AG has been an established, certified SAP partner for medium-sized companies for over 25 years and specialises in the introduction, support and optimisation of SAP solutions in medium-sized companies in various sectors. As a member of the Supervisory Board, I accompany and monitor the strategic direction of the company, advise the Management Board on fundamental issues and support the further development of the company with my scientific and practical expertise. The aim of my activities is to ensure the sustainable competitiveness of iCAS AG and to further strengthen the quality of its consulting services., Jugenheim/Rhh.
  05 / 2025 - today
• Swiss Economic Forum (SEF): Strategy Expert
  The SEF.Growth programme of the Swiss Economic Forum (SEF) has supported more than 130 start-ups and enabled them to receive more than CHF 200 million in growth capital. As a strategy expert, I assess the business models of start-ups and innovative SMEs in terms of their market potential and eligibility for funding as part of a structured assessment and evaluation process. My focus is on analysing business strategies and financial fundamentals in order to make well-founded recommendations for further support through the SEF.Growth programme., Bern
  02 / 2024 - today

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