Dr. Oliver Thomas

Personal profile

Management role

dep. Programme Director, MSc Business Administration - Major Marketing

Position at the ZHAW

Lecturer in Research Design, Entrepreneurship, International Marketing, Negotiation Management and Strategic Management
Academic research in the field of Entrepreneurship and Marketing

Expertise and research interests

Research focus: cognitive psychology in entrepreneurship and marketing.
Expertise: Corporate strategy, corporate governance, start-up financing, quantitative research

Educational background

- PhD (magna cum laude) at Philipps University Marburg, dissertation topic: New Venture Creation: The Role of Cognitive Bias and Entrepreneurship Education
- Master (M.Sc.) in Management at HHL Leipzig Graduate School of Management (with study abroad at Universidad del Pacifico, Ecuador)
- Bachelor (B.A.) in German-Latin American Business Administration at the University of Applied Sciences Münster (double degree with Universidad Nacional, Costa Rica)
- Banking Specialization, Frankfurt School of Finance & Management

Professional milestones

since 2018 Senior lecturer at ZHAW
2014-2018 Lecturer, Münster University of Applied Sciences
2011-2014 Project Manager/Managing Director for South America, German Cooperative Banking Association
1997-2005 Various positions (credit analyst, corporate client advisor) in the banking sector

Publications

• Thomas, Oliver,

  2022.

  Entrepreneurship education : which educational elements influence entrepreneurial intention?.

  Industry and Higher Education.

  Available from: https://doi.org/10.1177/09504222221121065

• Thomas, Oliver; Reimann, Olivier,

  2022.

  The bias blind spot among HR employees in hiring decisions.

  German Journal of Human Resource Management.

  37(1), pp. 5-22.

  Available from: https://doi.org/10.1177/23970022221094523

• 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

• Thomas, Oliver; Wulf, Torsten,

  2021.

  Success factors of academic entrepreneurship education : a new approach.

  International Journal of Entrepreneurship and Small Business.

  43(4), pp. 531-547.

  Available from: https://doi.org/10.1504/IJESB.2021.117346

• Thomas, Oliver; Wulf, Torsten,

  2019.

  Entrepreneurship education and intention to start a business : the moderating role of cognitive biases.

  International Journal of Entrepreneurial Venturing.

  11(5), pp. 413-439.

  Available from: https://doi.org/10.1504/IJEV.2019.10021564

• Thomas, Oliver,

  2018.

  Two decades of cognitive bias research in entrepreneurship : what do we know and where do we go from here?.

  Management Review Quarterly.

  68(2), pp. 107-143.

  Available from: https://doi.org/10.1007/s11301-018-0135-9

• Thomas, Oliver,

  2018.

  New venture creation : the role of entrepreneurship education and cognitive biases.

  Marburg:

  Philipps-Universität Marburg.

• 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

• 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.

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