Prof. Dr. Gunther Kucza

ZHAW School of Management and Law
Department General Management
St.-Georgen-Platz 2
8400 Winterthur

+41 (0) 58 934 78 64
gunther.kucza@zhaw.ch

Personal profile

Professional development teaching

MAS Communication Management and Leadership

Publications

Articles in scientific journal, peer-reviewed

Thomas, Oliver; Kucza, Gunther; Schuppisser, Stefan,

2021.

Can sports sponsorship affect consumers’ motivation for sports consumption?.

Journal of Promotion Management.

28(7), pp. 893-922.

Available from: https://doi.org/10.1080/10496491.2021.2009611
Müller Werder, Claude; Barthelmess, Petra; Berger, Christian; Kucza, Gunther; Müller, Maximilian; Sieber, Philipp,

2019.

Editorial : Flexibles Lernen an Hochschulen gestalten.

Zeitschrift für Hochschulentwicklung.

14(3), pp. 9-17.

Available from: https://doi.org/10.3217/zfhe-14-03/01
Kucza, Gunther; Schuppisser, Stefan; Loretan, Stephan,

2018.

Wertschöpfungsorientierte Strategiearbeit : ein Onelinetool für mittelständische Unternehmen.

Zeitschrift Führung + Organisation.

87(3), pp. 180-184.
Seiler, Roger; Kucza, Gunther,

2017.

Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model.

Journal of International Scientific Publications: Economy & Business.

11.

Available from: https://doi.org/10.21256/zhaw-4720
Kucza, Gunther; Gebauer, Heiko,

2011.

Global approaches to the service business in manufacturing companies.

Journal of Business & Industrial Marketing.

26(7), pp. 472-483.

Available from: https://doi.org/10.1108/08858621111162271
Gebauer, Heiko; Kucza, Gunther; Wang, Chunzhi,

2011.

Spare parts logistics for the Chinese market.

Benchmarking: An International Journal.

18(6), pp. 748-768.

Available from: https://doi.org/10.1108/14635771111180680

Books and monographs, peer-reviewed

Kucza, Gunther,

2003.

Antecedents and consequences of interorganisational power in customer-supplier relationships in the automotive industry.

Bamberg:

Book parts, peer-reviewed

Müller, Maximilian; Kucza, Gunther,

2018.

Herausforderungen bei der Nutzung externer Rechnungslegung zur internen Steuerung von KMU

.

In:

Eberle, Reto; Oesch, David; Pfaff, Dieter, eds.,

Finanz- und Rechnungswesen : Jahrbuch 2018.

Zürich:

WEKA.

pp. 117-148.
Pichel, Kerstin; Schuppisser, Stefan; Kucza, Gunther,

2014.

Strategieprozesse : Inhalte, Abläufe und Phasen

.

In:

Pichel, Kerstin; Lüthi, Erika, eds.,

Strategie und Diversität : Moderationsmethoden, Erfahrungen, Workshopdesigns.

Bern:

Haupt.

pp. 25-68.
Schuppisser, Stefan; Kucza, Gunther,

2014.

Strategisches Management

.

In:

Meyer, Conrad; Nagel-Jungo, Gabriela; Brockhaus-Soldenhoff, Nicole, eds.,

Basiswissen BWL : ein praxisorientierter Leitfaden.

Zürich:

Schulthess.

pp. 569-644.

Kleiner Merkur.
Corsten, Daniel; Kucza, Gunther; Peyinghaus, Marion,

2006.

The influence of power relations on interorganisational identification in buyer-supplier relationships of the automotive industry

.

In:

Kleiner, Stefan; Poulymenakou, Angeliki, eds.,

Managing dynamic networks.

Berlin:

Springer.

pp. 167-209.

Managing Dynamic Networks.

Available from: https://doi.org/10.1007/3-540-32884-X_7

Conference contributions, peer-reviewed

Reimann, Olivier; Thomas, Oliver; Kucza, Gunther,

2022.

Private labels, product harm crises, and cross-brand learning [paper].

In:

Proceedings of the European Marketing Academy.

European Marketing Academy (EMAC) Regional Conference, Kaunas, Lithuania, 21-23 September 2022.

European Marketing Academy.
Reimann, Olivier; Thomas, Oliver; Kucza, Gunther,

2021.

Attitude formation toward economy, standard and premium private label [paper].

In:

Proceedings 2021 AMA Summer Academic Conference.

2021 AMA Summer Academic Conference, virtual, 4-6 August 2021.

American Marketing Association.

pp. 535-538.

Available from: https://www.ama.org/wp-content/uploads/2021/09/2021-Summer-AMA_Proceedings-Cover_v1-3-merged.pdf
Reimann, Olivier; Thomas, Oliver; Kucza, Gunther,

2021.

Do PWYW labels affect internal reference prices and prices paid? [paper].

In:

Williams Bradford, Tonya; Keinan, Anat; Thomson, Matthew, eds.,

Advances in Consumer Research Volume 49.

52nd Annual Conference of the Association for Consumer Research (ACR), virtual, 28-30 October 2021.

Association for Consumer Research.

pp. 523-524.

Available from: https://www.acrwebsite.org/volumes/3001118/volumes/v49/NA-49
Reimann, Olivier; Thomas, Oliver; Kucza, Gunther; Schuppisser, Stefan,

2021.

First insights on brand attitude towards a retailer’s individual private labels [paper].

In:

Martínez-López, Francisco J.; Gázquez-Abad, Juan Carlos, eds.,

Advances in National Brand and Private Label Marketing.

8th International Conference on Research on National Brand and Private Label Marketing (NB&PL 2021), online, 22-23 June 2021.

Cham:

Springer.

pp. 20-23.

Springer Proceedings in Business and Economics.

Available from: https://doi.org/10.1007/978-3-030-76935-2_3
Seiler, Roger; Kucza, Gunther; Schuppisser, Stefan,

2018.

Product reviews with a social context : an experiment on online wine reviews in Switzerland [paper].

In:

10th & 11th international conferences on new challenges in management and business.

NCM Conference, Dubai, United Arab Emirates, 23 March 2018.

pp. 35.

Other publications

Kucza, Gunther,

2012.

Unternehmensentwicklung : schon heute an morgen denken.

Blickpunkt KMU.

2012(5), pp. 38-40.
Kucza, Gunther; Schuppisser, Stefan; Gaupp, Michael,

2012.

Wie systematische Unternehmensentwicklung in KMU gelingen kann.

Organisator.

2012(8), pp. 26-27.
Kucza, Gunther; Schuppisser, Stefan; Gaupp, Michael,

2012.

Wie Unternehmen ihre Wertschöpfung einfach überprüfen können : Diagnosetool Wertschöpfungsnavigator, Teil 1.

KMU Magazin.

2012(4), pp. 82-86.
Schuppisser, Stefan; Kucza, Gunther; Gaupp, Michael,

2012.

Wie Unternehmen ihre Wertschöpfungspotenziale aktivieren können : Diagnosetool Wertschöpfungsnavigator, Teil 2 / 2.

KMU Magazin.

2012(5), pp. 100-104.

Available from: https://www.kmu-magazin.ch/wissen/forschung-entwicklung/wie-unternehmen-ihre-wertschoepfungspotenziale-aktivieren-koennen
Schuppisser, Stefan; Kucza, Gunther; Cometta, Claudio; Hertach, Christian,

2011.

KMU-Strategiebarometer 2011.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-974
Angerer, Alfred; Kucza, Gunther; Schuppisser, Stefan,

2011.

Machtspiele lohnen sich nicht.

Deutsche Verkehrs-Zeitung.

44, pp. 6.
Angerer, Alfred; Kucza, Gunther; Schuppisser, Stefan,

2011.

Teure Machtspiele.

Log.kompass.

2011(7/8), pp. 28-29.
Kucza, Gunther; Reidenbach, Judith,

2009.

David gegen Goliath : Konsumenten strapazieren den Detailhandel.

persönlich : das Schweizer Kommunikationsmagazin für Entscheider und Meinungsführer.

2009(5).
Reidenbach, Judith; Kucza, Gunther,

2009.

Emotionen als Instrument der Marketingpraxis.

Marketing & Kommunikation.

37, pp. 18-19.
Kucza, Gunther,

2009.

Grow or die: the strategic importance of M&A : a scenario analysis for the heavy industry [poster].

In:

International ESCE Conference, Paris, France, 28-30 Januar 2009.
Cometta, Claudio; Kucza, Gunther; Schuppisser, Stefan; Hertach, Christian; Reidenbach, Judith,

2009.

KMU Strategie-Barometer : eine Standortbestimmung von Schweizer Klein-, Mittel- und Grossunternehmen.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-3375
Corsten, D.; Kucza, Gunther; Hänni, C.,

2004.

Eine Frage der Macht – Einkaufsstrategie : welche Faktoren bestimmen das Beschaffungsverhalten von Unternehmen?.

Logistik Heute.

2004(6).
Corsten, D.; Straube, F.; Kucza, Gunther,

2003.

Supply Chain Collaboration in der deutschen Automobilzulieferindustrie : der Mensch entscheidet über Logistikqualität.

Automobilwoche.
Corsten, Daniel; Kucza, Gunther; Peyinghaus, Marianne,

2003.

The influence of power relations on inter-organisational identity in buyer-supplier relationships of the automotive industry [paper].

In:

Proceedings 12th Annual IPSERA Conference.

12th Annual IPSERA Conference, Budapest, 14-16 April 2003.
Lenz, M.; Gerbode, A.; Corsten, D.; Peyinghaus, M.; Kucza, Gunther,

2002.

PALM - partnering activities of logistics service providers on marketplaces.

Oral conference contributions and abstracts

Reimann, Olivier; Thomas, Oliver; Kucza, Gunther; Schuppisser, Stefan,

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, Gunther,

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, Gunther,

2003.

Macht und Abhängigkeit in Zuliefernetzwerken der Automobilindustrie.

In:

Automobiltagung eSupply Nets in der Automobil- und Zuliefererindustrie, St.Gallen, 14. Februar 2003.
Kucza, Gunther,

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, Gunther; 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, Gunther; Peyinghaus, M.,

2002.

Management of OEM : networks in the automotive industry.

In:

eReality: Constructing the eEconomy, Bled, Slovenia, 17-19 June 2002.
Kucza, Gunther; Felde, J.; Güttinger, J.,

2001.

Faktoranalytische Objektpositionierung.

In:

Forschungskolloquium Methodenlehre, St. Gallen, 6. Juni 2011.

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