Dr. Marcus Zimmer

Personal profile

Position at the ZHAW

Lecturer in Marketing

www.zhaw.ch/de/sml/institute-zentren/imm/ueber-uns/fachstellen/customer-management-e-commerce/

Expertise and research interests

B2B Customer Relationships, Service and Solution Strategies for Manufacturing Companies, Marketing and Technology, Business Experiments, Dark Patterns and Deceptive Designs

Educational background

CAS Higher & Professional Education, ZHAW
PhD, Technische Universität München (Germany)
Master in Business Administration, Saarland University, Saarbrücken (Germany)
Master in Psychology, Saarland University, Saarbrücken (Germany)

Professional milestones

ETH Zürich, Senior Researcher
HEC Paris, Visiting Scholar
TU München, Research Associate
Villeroy & Boch, International Marketing

Membership of networks

Alumnus Marketing zwischen Theorie und Praxis

Projects

• Large Language Models LLM (e.g. GPT) aaS in Marketing / Team member / Project ongoing
• Differenzierte Wirkung von Dark Patterns / Project leader / Project completed
• Consumer Perceptions of Dark Patterns / Project leader / Project completed
• Steasy – der mobile Mini-Steamer / Project leader / Project completed
• SONEVA / Project co-leader / Project completed
• B2B Partner-Radar für Wildbiene + Partner / Project leader / Project completed

Publications

• Zimmer, Marcus; v. Wangenheim, Florian; Salonen, Anna,

  2022.

  Kundenlösungen als Signale : warum Unternehmen am Lösungsgeschäft festhalten sollten, auch wenn es nicht profitabel ist.

  Marketing Review St. Gallen.

  39(03), pp. 22-28.

• Salonen, Anna; Zimmer, Marcus; Keränen, Joona,

  2021.

  Theory development in servitization through the application of fsQCA and experiments.

  International Journal of Operations & Production Management.

  41(5), pp. 746-769.

  Available from: https://doi.org/10.1108/IJOPM-08-2020-0537

• Zimmer, Marcus; Salonen, Anna; v. Wangenheim, Florian,

  2020.

  Business solutions as market signals that facilitate product sales.

  Industrial Marketing Management.

  91, pp. 30-40.

  Available from: https://doi.org/10.1016/j.indmarman.2020.07.014

• 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

• Zimmer, Marcus; Salonen, Anna; von Wangenheim, Florian,

  2018.

  Business solutions as signals.

  In:

  Institute for the Study of Business Markets (ISBM) Academic Conference 2018, Cambridge, Massachusetts, 8-9 August 2018.

• Zimmer, Marcus; Salonen, Anna; Wangenheim, Florian,

  2016.

  Strategic value of solution business initiatives.

  In:

  Institute for the Study of Business Markets (ISBM) Academic Conference 2016 : Advances in Business-to-Business Marketing, Atlanta (USA), 3-4 August 2016.

• Grohmann, Marcella; Zimmer, Marcus; von Wangenheim, Florian; Ulaga, Wolfgang,

  2016.

  How to move services from free to fee without jeopardizing the customer relationship : the role of pricing schemes, service level, and communication strategies.

  In:

  Institute for the Study of Business Markets Biennial Academic Conference 2016, Atlanta, Georgia, USA , 3-4 August 2016.

Publications before appointment at the ZHAW

Zimmer, M. (2018): Digitalisierung in der Ostschweiz und Liechtenstein - Status Quo und zukünftige Potentiale, ETH Zürich, doi.org/10.3929/ethz-b-000323171

Zimmer, M., Salonen A., & v. Wangenheim F. (2017): Business Solutions As Signals, presented at the BMM-EMAC International Conference on Business Market Management, Graz, Austria.

v. Wangenheim F., Arnold, A., & Zimmer, M. (2016): "Die größten Fallstricke im Customer Relationship Management". FAZ ITK Verlagsspezial CRM.

Grohmann, M., Zimmer M., & v. Wangenheim F. (2016): Moving services from free to fee - Why is it so difficult and how can it still be done? Presented at the Thought Leaders in Service Marketing Strategy Conference, Paris, France.

Zimmer, M. & Salonen A. (2016): Stategic Value of Solution Business Initiatives, presented at the ISBM Academic Conference, Atlanta, GA, USA.

Grohmann, M., Zimmer M., & v. Wangenheim F. (2016): From Free to Fee: B2B Service Pricing. Proceedings of the Frontiers in Service Conference 2016, Bergen, Norway.

Zimmer, M., & v. Wangenheim F. (2014): Rethinking Transformation toward Business Solutions, presented at the ISBM Academic Conference, San Francisco, CA, USA.

Zimmer, M. (2013): Selling Solutions More Effectively – A Configurational Approach. Proceedings of the Frontiers in Service Conference, Taipei, Taiwan.

Zimmer, M. (2013): Proactivity and Reactivity in Solution Selling - A Configurational Approach Using Fuzzy Sets, presented at the Winter AMA Educators Conference, Las Vegas, NV, USA.

Schumann, J., Wünderlich N. & Zimmer, M.(2012): Culture's Impact on Customer Motivation to Engage in Professional Service Enactments. Schmalenbach Business Review, 64 (April), 141-165.

Goethe, I. & Zimmer, M. (2012): (Sub-) Optimal Tariff Choices for Electric Vehicles – Learning from the Mobile Communication Industry? presented at the Conference of Future Automotive Technology - Focus Electrobility, München, Germany.

Baumeister, C. & Zimmer, M. (2011): Adoption of Innovative Customer Solutions - Success through the Integration of Services? presented at the QUIS12 - International Research Symposium on Service Excellence in Management, Ithaca, NY, USA.

Pietsch, R., Zimmer, M., Lienkamp, M. & v. Wangenheim, F. (2011): Kooperative Konfrontation. E-Mobility aus Markt- und Entwicklersicht, presented at the ATK - Automobiltechnisches Kolloqium, München, Germany.

Zimmer, M. & Scholze, C. & v. Wangenheim F. (2010): Kundenbindungsmanagement von B2B-Lösungen, in: Woisetschläger, D., Michaelis, M., Eiting, A. & Backhaus, C. (Hrsg.): Marketing von Solutions. Innovative Ansätze und Best Practices, Wiesbaden.

Bock, C. & Zimmer, M. (2010): E-Mobilität - Der Weg vom Exoten zur Massenanwendung. Automobil Industrie 55(12), 92-94.

Zimmer M. (2010): Marktsegmentierung für E-Fahrzeuge am Beispiel MUTE, presented at the WZE-Kolloquium, München , Germany.

Zimmer, M. (2010): Market-driven vs. Market-driving Solution Innovativeness, presented at the Frontiers in Service Pre-Conference on Solution Innovations, Karlstad, Sweden.

Ulaga W. & Zimmer, M. (2010): Perceived Risk of Business Solutions, presented at the Frontiers in Service Conference, Karlstad, Sweden.

Zimmer, M & v. Wangenheim, F. (2009): A Framework of Solution-Orientated B2B-Relationships, presented at the QUIS11 - International Research Symposium on Service Excellence in Management, Wolfsburg, Germany.

Zimmer, M. & Scholze, C. & v. Wangenheim, F. (2009): Kundenbeziehungsmanagement im Lösungsgeschäft, presented at the Dortmunder Forum Technisches Management, Dortmund, Germany.

Zimmer, M. & v. Wangenheim, F. (2009): Describing Solution-Orientated B2B-Relationships, presented at the ISSS - International Symposium on Services Sciences, Leipzig, Germany.

Scherer, A., Zimmer, M. & v. Wangenheim, F. (2009): Kundenintegration bei internationalen Dienstleistungen. Theoretische Einordnung, Motive und Herausforderungen, in: D. Holtbrügge, H. H. Holzmüller & F. v. Wangenheim (Hrsg.): Management internationaler Dienstleistungen mit 3K, Wiesbaden.

Zimmer, M., Scherer, A. & v. Wangenheim, F. (2009): Kundenintegration und Konfiguration in der Marktforschungsbranche. Data-Information-Knowledge, in: D. Holtbrüge, H. H. Holzmüller & F. v. Wangenheim (Hrsg.): Management internationaler Dienstleistungen mit 3K, Wiesbaden.

Zimmer, M. & v. Wangenheim, F., (2008): From Component to Solution Selling – Potential Development Paths, presented at the AMA Winter 2008 Educators’ Conference, Austin, Texas, USA.

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