Carmen Oswald

Carmen Oswald
ZHAW
School of Management and Law
Centre of Customer Management & e-Commerce
Theaterstrasse 17
8400 Winterthur
Personal profile
Position at the ZHAW
Research Associate - Customer Management & E-Commerce
E-Commerce Lab Researcher
Programm Management CAS Digital Commerce
www.zhaw.ch/e-commerce-lab
Expertise and research interests
E-Commerce, Digital Commerce, Social Commerce, Customer Management, Omnichannel Marketing, Wine & Beverage E-Commerce, Dark Patterns
Educational background
Master of Science (MSc) in Business Administration with a Specialization in Marketing
Global MBA Student (Exchange Semester in Seoul, South Korea) at Chung-Ang University
Bachelor of Science (BSc) in Business Administration, General Management
Antai Global Summer School Program at Shanghai Jiao Tong University
Professional milestones
Strategic Marketing Advisor - Steasy®
Junior Consultant - GLA United Agency
Membership of networks
Projects
- bob finance customer survey 2022 / Project leader / Project completed
- Audience Evaluation Knsthalle Zürich DYOR / Team member / Project completed
- Befragung im Handel zu bargeldlosem Zahlungsverkehr / Team member / Project completed
- Consumer Perceptions of Dark Patterns / Deputy project leader / Project completed
- Vorstudie zum Markteintritt einer innovativen Nähmethodik mit Gesamtkonzept für HomeWorker / Deputy project leader / Project completed
- Online Retailer Survey 2022 / Project co-leader / Project completed
- Identifikation von Anwendungsfällen für synthetische Daten / Team member / Project completed
- Steasy – der mobile Mini-Steamer / Deputy project leader / Project completed
- Marketing Automation Report 2022 / Team member / Project completed
- Configurator as a Service (CaaS) # Sales Automation for KMUs / Project leader / Project completed
- Online Retailer Survey 2021 / Project co-leader / Project completed
- Markenimage Securitas AG / Team member / Project completed
- Marketing Automation Report 2021 / Team member / Project completed
- Customer Journey Analysis Houzy AG / Team member / Project completed
- Evaluation Spielklassenstruktur für Schweizerischen Fussballverband / Team member / Project completed
- Lead Nurturing durch digitales Stroytelling im B2B-Bereich / Team member / Project completed
Publications
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Zumstein, Darius; Oswald, Carmen; Brauer, Claudia,
2023.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2469
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Heierli, Reto; Hannich, Frank; Zimmer, Marcus; Zumstein, Darius; Oehninger, Fabian; Kaya, Tania; Oswald, Carmen; Rettenmund, Michèle,
2022.
Customer Management Studie 2022 : Trends, Daten und Nachhaltigkeit.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2436
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Zumstein, Darius; Oswald, Carmen; Brauer, Claudia,
2022.
Online retailer survey 2022 : success factors and omnichannel services in digital commerce.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2433
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Zumstein, Darius; Oswald, Carmen; Gassner, Marc; Thüring, Urs; Völk, Klaus; Mäder, Laura,
2022.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-3130
-
Zumstein, Darius; Oswald, Carmen; Brauer, Claudia,
2022.
Onlinehändlerbefragung 2022 : Erfolgsfaktoren und Omnichannel-Services im Digital Commerce.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2432
-
Zumstein, Darius; Oswald, Carmen; Brauer, Claudia,
2021.
Online Retailer Survey 2021 : empirical findings on the e-commerce boom in Switzerland and Austria.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2414
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Zumstein, Darius; Oswald, Carmen; Brauer, Claudia,
2021.
Onlinehändlerbefragung 2021 : Erkenntnisse zum E-Commerce-Boom in der Schweiz und Österreich.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2413
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Hänggi, Rebekka; Kriegel, Malte; Zumkehr, Maria; Bachler, Manuel; Hannich, Frank; Scheidegger, Nicoline; Heierli, Reto; Oswald, Carmen,
2021.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-22547
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Zumstein, Darius; Oswald, Carmen; Gasser, Marc; Lutz, Rita; Schoepf, Alex,
2021.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2402
-
Zumstein, Darius; Oswald, Carmen; Gasser, Marc; Lutz, Rita; Schoepf, Alex,
2021.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-21185
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Zumstein, Darius; Oswald, Carmen,
2020.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2396
-
Zumstein, Darius; Oswald, Carmen,
2020.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2389
Other publications
Blogbeitrag: Best Practice des Omnichannel Marketings am Beispiel der Paul Ullrich AG:
blog.zhaw.ch/marketingmanagement/tag/omnichannel-marketing/