PD Dr. habil. HSG Jochen Wulf

Work at ZHAW

Position

Senior Lecturer, Research & Development

Focus

• Smart Service Engineering
• AI-Driven Customer Service Management
• Data Product Design

Teaching

• Service Operations Management
• Data Products & Services
• Service Engineering Basics
• Service Engineering Labs
• Servitization of Manufacturing
• Business, Production and Service Transformation

Professional development teaching

• CAS KI verstehen und anwenden: No-Code Lösungen für die betriebliche Praxis
• CAS Smart Services: von datengetriebener Innovation zur digitalen Wertschöpfung

Experience

• Head of Data Management
  Volksbank eG - Die Gestalterbank
  03 / 2020 - 07 / 2022
• Senior Postdoctoral Fellow (International Postdoctoral Fellowship Program) and Lecturer Data Science
  University of St.Gallen
  07 / 2016 - 02 / 2020
• Head Competence Center Digital Consumer Services
  HSG (financed by Migros, Nestle, Bayer, ZKB)
  01 / 2014 - 06 / 2016
• Project Manager
  University of St.Gallen
  02 / 2012 - 06 / 2014
• Senior Consultant
  ITMP
  09 / 2011 - 02 / 2012
• Research Scientist
  Technical University of Berlin
  01 / 2007 - 08 / 2011
• Diplomand
  SAP AG
  07 / 2006 - 12 / 2006
• Intern
  Lufthansa Systems
  07 / 2005 - 10 / 2005
• Student Employee
  MedicalCommunications GmbH (www.ashvins.eu)
  12 / 2004 - 05 / 2005
• Intern
  HBS Consulting GmbH
  05 / 2004 - 06 / 2004
• Student Employee (Web Development)
  University of Karlsruhe
  03 / 2002 - 09 / 2003

Education and Continuing education

Education

• Habilitation / Information Systems Engineering & Management
  University of St.Gallen
  07 / 2016 - 02 / 2020
• Ph.D. / Information and Communications Management
  Technical University of Berlin
  01 / 2007 - 08 / 2011
• Diplom / Information Engineering and Management
  Karlsruhe Institute of Technology (KIT)
  10 / 2000 - 12 / 2006

Continuing Education

CAS University Didactics
University of St.Gallen
02 / 2018

Network

Awards

• Best Paper Award Spring Servitization Conference 2024
  Spring Servitization Conference 2024 Co-Chairs
  05 / 2024
• Google Academic Research Grant
  Google
  09 / 2023
• MKWI 2010 Best Paper Award
  Multikonferenz Wirtschaftsinformatik
  01 / 2010
• MKWI 2010 Best Paper Award
  Multikonferenz Wirtschaftsinformatik
  01 / 2010

Social media

LinkedIn

Projects

• Enabling manufacturing companies to implement the circular economy through the use of data / Project leader / ongoing
• Learning Copilot / Project leader / completed
• Large Language Models aaS in Marketing / Co-project leader / completed

Publications

Articles in scientific journal, peer-reviewed

• Meierhofer, J., Wulf, J., Gallina, V., Gal, B., & Eisl, S. (2025). Optimising data driven value creation in industrial services incorporating circularity. International Journal of Mechatronics and Manufacturing Systems, 17(4), 449–469. https://doi.org/10.1504/ijmms.2024.144291
• Herterich, M. M., Dremel, C., Wulf, J., & vom Brocke, J. (2022). The emergence of smart service ecosystems : the role of socio‐technical antecedents and affordances. Information Systems Journal, 33(3), 524–566. https://doi.org/10.1111/isj.12412

Book chapters, peer-reviewed

• Wulf, J., & Meierhofer, J. (2025). Large Language Models und Datenökosysteme zur Automatisierung des technischen Kundendienstes. In P. Kugler, M. Dobler, J. Meierhofer, M. Strittmatter, M. Treiterer, & H. Vogt (eds.), Data Sharing für KMU : Voraussetzungen und Instrumente für die gemeinsame Nutzung von Daten (pp. 189–203). Springer. https://doi.org/10.1007/978-3-662-71209-2_11
• Wulf, J., & Brenner, W. (2023). Bereit für den digitalen Endkunden? : ein Fähigkeitsmodell. In O. Gassmann & P. Sutter (eds.), Digitale Transformation gestalten (pp. 207–222). Hanser. https://doi.org/10.3139/9783446468887.012

Written conference contributions, peer-reviewed

• Wulf, J., Meierhofer, J., & Pascher, N. (2026). Guided operations and maintenance with retrieval-augmented generation : system design and evaluation at a machine manufacturer [Conference paper]. Procedia CIRP, 139, 349–354. https://doi.org/10.1016/j.procir.2025.09.030
• Beppi, C., Meierhofer, J., & Wulf, J. (2025). Enhancing social and emotional value through smart services. Spring Servitization Conference, Liverpool, United Kingdom, 12-14 May 2025.
• Wulf, J., West, S., Anderson, M., Mueller-Csernetzky, P., & Meierhofer, J. (2025). On the value potential of large language models in the manufacturing industry [Conference paper]. In S. West, J. Meierhofer, T. Buecheler, & G. Wally Scurati (Eds.), Smart Services Summit : Proceedings of the Sixth Conference, held in Zurich, Switzerland in October 2024. Springer. https://doi.org/10.1007/978-3-031-86958-7_10
• Wulf, J., & Meierhofer, J. (2025). The impact of large language models on task automation in manufacturing services [Conference paper]. Procedia CIRP, 134, 1089–1094. https://doi.org/10.1016/j.procir.2025.03.071
• Pascher, N., & Wulf, J. (2025). Design principles for architectures of technical smart service systems [Conference paper]. In S. West, J. Meierhofer, T. Buecheler, & G. Wally Scurati (Eds.), Smart Services Summit : Proceedings of the Sixth Conference, held in Zurich, Switzerland in October 2024 (pp. 77–90). Springer. https://doi.org/10.1007/978-3-031-86958-7_6
• Wulf, J., & Meierhofer, J. (2025, January 30). Mitigating risks in large language model applications for manufacturing. 10. F&E-Konferenz, Rotkreuz, Schweiz, 30. Januar 2025. https://doi.org/10.21256/zhaw-33327
• Meierhofer, J., Pascher, N., & Wulf, J. (2024). The value of solving pains [Conference paper]. In S. West, J. Meierhofer, T. Bücheler, & G. Wally Scurat (Eds.), Smart Services Summit : Proceedings of the Sixth Conference, held in Zurich, Switzerland in October 2024 (pp. 37–48). Springer. https://doi.org/10.1007/978-3-031-86958-7_3
• Wulf, J., & Meierhofer, J. (2024). Towards a taxonomy of Large Language Model based business model transformations [Conference paper]. In S. West, J. Meierhofer, & T. Buecheler (Eds.), Smart Services Summit : Building Resilience in a Changing World (pp. 119–131). Springer. https://doi.org/10.1007/978-3-031-60313-6_9
• Wulf, J., & Meierhofer, J. (2024). Exploring the potential of large language models for automation in technical customer service [Conference paper]. In A. Z. Bigdeli, T. Baines, & H. Akkermans (Eds.), Digital Service Innovation: Redefining Provider-Customer Interactions : Proceedings of the Spring Servitization Conference (pp. 146–157). The Advanced Services Group. https://doi.org/10.21256/zhaw-30660
• Wulf, J., & Meierhofer, J. (2024, January 24). Automation of technical customer support with large language models. 9. F&E Konferenz Zu Industrie 4.0, Zürich, Schweiz, 24. Januar 2024. https://doi.org/10.21256/zhaw-33328

Other publications

• Wulf, J., Meierhofer, J., & Hannich, F. (2025). Architecting human-AI cocreation for technical services : interaction modes and contingency factors. arXiv. https://doi.org/10.48550/arxiv.2507.14034
• Wulf, J., & Meierhofer, J. (2024). Utilizing large language models for automating technical customer support. arXiv. https://doi.org/10.48550/arXiv.2406.01407
• Wulf, J., & Meierhofer, J. (2024). Wie LLMs die Automatisierung im Kundendienst fördern. ServiceToday, 38(Sonderausgabe 2024), 82–83. https://bc-production.pressmatrix.com/de/profiles/3df31a994fc2/editions/2ed85b567c8dfa546626/pages/page/42
• Wulf, J., & Meierhofer, J. (2023). Towards a taxonomy of Large Language Model based business model transformations. arXiv. https://doi.org/10.48550/arXiv.2311.05288
• Wulf, J., & Meierhofer, J. (2023). Large Language Models in Industrieunternehmen. Technische Rundschau, 23(9), 48–50. https://doi.org/10.21256/zhaw-28949
• Wulf, J. (2023). Gamification of children’s learning with ChatGPT : a prototype application and first application insights. Medium. https://medium.com/@jocwulf/gamification-of-childrens-learning-with-chatgpt-a-prototype-application-and-first-application-51e5cb89c6c8
• Wulf, J., & Meierhofer, J. (2023). Pioneering a new era of automated customer service with large language models (LLMs). Medium. https://medium.com/@jocwulf/pioneering-a-new-era-of-automated-customer-service-with-large-language-models-llms-1cc4aacbeb03
• Wulf, J., & Meierhofer, J. (2023). Unlocking the business potential of large language models : real-world applications and obstacles. LinkedIn Pulse. https://www.linkedin.com/pulse/unlocking-business-potential-large-language-models-real-world-wulf/

Publications before appointment at the ZHAW

• List of prior publications
• Google Scholar List of Publications

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