Prof. Dr. Dietmar Kremmel

ISM Institut für Strategie und MarketingInstitutsleiter ISM

+41 58 257 13 89dietmar.kremmel@ost.ch

Dietmar is a Professor of Marketing and head of the Departement for Strategy and Marketing. He is also the head of the consecutive Master's program in Corporate/Business Development. He has many years of international management experience as a vice president marketing and as a marketing and sales executive in leading companies. His research and consulting focus lies in the areas of strategic marketing, product and brand management, pricing, digital marketing and marketing communication.

Area of Expertise

  • Product and Service Management
  • Pricing
  • Brand Management
  • Digital Marketing, Marketing Communication
  • Strategic Marketing

Education

  • Doctoral studies at the University of St. Gallen, graduation to Dr. oec. HSG
  • Studies in business administration at the University of St. Gallen, lic. oec. HSG
  • Certificate of Advanced Studies (CAS) in higher education

Professional Experience

  • Since 2023: Director of the ISM Departement of Strategy and Marketing
  • 2021 - 2022: Director of the IFU Departement for Business Management (acting)
  • Since 2008: Head of the Master's program Master of Science in Business Administration with a major in Corporate/Business Development
  • Since 2006: Professor of Marketing, Head of the Marketing Management Competence Center, Deputy Departement Director, member of the departement management team
  • 2002 - 2006 Vice President Strategic Marketing, Leica Geosystems AG, Heerbrugg
  • 1999 - 2001 Senior Product / Marketing Manager, Hilti AG, Schaan
  • 1996 - 1999 Director of Marketing and Sales, F. Haberkorn Sales of Technical Products GmbH, Wolfurt; Branch Manager Wolfurt
  • 1990 - 1992 Student assistant at the Institute for Business Informatics at the University of St.Gallen
  • Various internships: Dornbirner Sparkasse, Wild Leitz AG

Teaching Experience

  • Product and Service Management (Bachelor)
  • International Corporate/Business Development (Master)
  • Scientific Practice Projects (Master)
  • New Marketing (Management Education, Executive MBA)
  • Product Management (Management Education)
  • Supervisor of numerous Master theses

Projects

  • Adaptive Customer Education - Development of a customer-responsive e-learning system to increase online banking competence (2020 - 2022), member of the project team. Participating partners: STEAG & Partner AG, St.Galler Kantonalbank, Zürcher Kantonalbank. Innosuisse 46846.1 IP- SBM
  • City Engagement Messenger - Development of a city messenger for the digital networking of St.Gallen inner city businesses and the population (2019 - 2021), member of the project team. Participating partners: Renuo AG, Canton of St.Gallen, business development, Pro City St.Gallen, over 30 inner-city companies. Innosuisse 32298.1 IP SBM
  • Robo Readiness Score - Research into the determinants of the use of Robo Advice and development of a measurement instrument to identify customers for Robo Advice Services. (2017 - 2019), member of the project team. Participating partners: Künzler Bachmann Directmarketing AG, Glarner Kantonalbank, Zürcher Kantonalbank, VZ Vermögenszentrum. Innosuisse 25472.1 PFES-ES.
  • Research and development of a meteo-dynamic pricing approach with an automated, weather-based software pricing tool for the outdoor events industry (2016 - 2018), project leader. Participating partners: Belalp Bahnen AG (Blatten, VS), Pizolbahnen AG (Bad Ragaz, SG), tipo ticketing GmbH (Bern), SRF Meteo (ZH). KTI 25201.1 PFES-ES.
  • Employer Branding Navigator - Development of an integrated management system for employer branding (2014 - 2015), deputy project leader. Participating partners: Hilti AG, Schaan; Bühler AG, Uzwil; Postfinance, Berne; Charles Vogele, Pfaeffikon; KPMG, Zurich and Universum Communications, Basel. KTI 15797.3 PFES-ES.
  • Integrated Social Media Navigator (2012 - 2013), Deputy Project Manager. Participating business partners: AMAG Switzerland (Skoda), Schinznach-Bad; City Garage AG St.Gallen; Goba AG - Gontenbad mineral spring; Goldbach Interactive, Biel. KTI 12777.1;7 PFES-ES.
  • Acceleration of innovation diffusion through a customer-value-based communication concept (2012 - 2013), project leader. Research project as part of the Strong Franconia funding initiative to increase the competitiveness of the Swiss economy. Participating business partner: Plaston AG, Widnau. KTI 13143.1;5 PFFLM-ES.
  • Branding Star - Development of a management system for integrated brand management (2008 - 2009), member of the project team. Participating companies: Maestrani Schweizer Schokoladen AG; Feyco AG, St. Magrethen; STS Sensor Technik Sirnach, Sirnach; Vadian Bank AG, St.Gallen; GFS Communications AG, St.Gallen. KTI 9621.1;4 PFES-ES

Memberships

GfM - Schweizerische Gesellschaft für Marketing, European Marketing Academy (EMAC)

Peer-Reviewed Journal Articles and Conference Proceedings

  • VON WALTER, B., JÄGER, B., HEUMANN, C., KREMMEL, D. (2023). Customer Education in the Digital Age: Intended and Unintended Effects. 52nd EMAC Annual Conference, May 23-26, 2023, Proceedings.
  • HOFER-FISCHER, S., KREMMEL, D., WEIS, F. S. (2022). Messenger Marketing. Grundlagen, Einsatzmöglichkeiten, Erfolgsfaktoren. WiST Wirtschaftswissenschaftliches Studium, 51 (4), pp. 45-48.
  • KREMMEL, D., HOFER-FISCHER, S., WEIS, F. S. (2022). Online-Marketing systematisch steuern. Controlling & Management Review (früher: Zeitschrift für Controlling und Management ZfCM), 66 (3), pp. 54-59.
  • KREMMEL, D., VON WALTER, B., SIEBER, S. (2022). Preiserhöhungen bei Industriegütern erfolgreich umsetzen. Marketing Review St. Gallen, 39 (1), pp. 16-23.
  • VON WALTER, B., KREMMEL, D., JÄGER, B. (2022). The impact of lay beliefs about AI on adoption of algorithmic advice. Marketing Letters, 33 (1), pp. 143–155. https://doi.org/10.1007/s11002-021-09589-1
  • KREMMEL, D. (2020). Meteo-dynamisches Pricing. Konzeptionelle Grundlagen, Begriff und Anwendung.. WiST Wirtschaftswissenschaftliches Studium, 49 (10), pp. 49-52.
  • KREMMEL, D., VON WALTER, B., HEUMANN, C. (2020). Wenn das Wetter den Preis bestimmt. Marketing Review St. Gallen, 37 (2), pp. 54-61.
  • VON WALTER, B., KREMMEL, D. (2019). The Impact of Lay Beliefs about Artificial Intelligence on Behavioral Intentions towards Robo-advice. 48th EMAC Annual Conference, May 28-31, 2019, Proceedings.
  • KREMMEL, D., VON WALTER, B. (2018). Über Sprache indirekt führen – Organisationale Lernprozesse mit Worten auslösen. zfo - Zeitschrift Führung + Organisation, 87 (6), pp. 387-393.

Books and Research Monographs

  • VON WALTER, B., KREMMEL, D. (2016). Employer Brand Management - Arbeitgebermarken aufbauen und steuern (1st ed.). Wiesbaden: Springer Gabler.
  • KREMMEL, D. (1996). Das Verhältnis zwischen Unternehmensstrategie und Unternehmenskultur unter besonderer Berücksichtigung der organisationalen Lernens. Dissertation Universität St.Gallen., Hallstadt.

Chapters in Edited Books

  • VON WALTER, B., JÄGER, B., KREMMEL, D. (2023). Kundengerechte Gestaltung digitaler Services durch Analyse und Berücksichtigung der Technology Readiness bestehender Kunden. In Bruhn, M., Hadwich, K. (Eds.), Gestaltung des Wandels im Dienstleistungsmanagement Band 2: Kundenperspektive – Anbieterperspektive – Mitarbeiterperspektive (pp. 41-60). Wiesbaden: Springer Gabler. https://doi.org/10.1007/978-3-658-41815-1_2
  • KREMMEL, D., VON WALTER, B. (2021). Employer Branding. In Einwiller, S., Sackmann, S., Zerfaß, A. (Eds.), Handbuch Mitarbeiterkommunikation. Interne Kommunikation in Unternehmen. (pp. 503-522). Wiesbaden: Springer Gabler. https://doi.org/10.1007/978-3-658-23152-1_29
  • VON WALTER, B., KREMMEL, D. (2016). Employer Brand Controlling: Erfolg der Arbeitgebermarke kontrollieren. In Benjamin von Walter; Dietmar Kremmel (Ed.), Employer Brand Management (pp. 215-234). Wiesbaden: Springer Gabler.
  • VON WALTER, B., KREMMEL, D. (2016). Employer Brand Management: Grundlagen, Strategie, Umsetzung. In Benjamin von Walter; Dietmar Kremmel (Ed.), Employer Brand Management (pp. 3-35). Wiesbaden: Springer Gabler.
  • KREMMEL, D., VON WALTER, B. (2016). Employer Branding als Teil einer integrierten Markenführung. In Benjamin von Walter; Dietmar Kremmel (Ed.), Employer Brand Management (pp. 37-67). Wiesbaden: Springer Gabler.
  • VON WALTER, B., KREMMEL, D. (2016). Employer Branding-Strategie: Strategische Ausrichtung der Arbeitgebermarke bestimmen. In Benjamin von Walter; Dietmar Kremmel (Ed.), Employer Brand Management (pp. 113-137). Wiesbaden: Springer Gabler.
  • KREMMEL, D., HOFER-FISCHER, S., VON WALTER, B. (2016). Kommunikationsprogramm: Arbeitgebermarke kommunikativ umsetzen. In Benjamin von Walter; Dietmar Kremmel (Ed.), Employer Brand Management (pp. 169-200). Wiesbaden: Springer Fachmedien .
  • VON WALTER, B., WEIS, F. S., KREMMEL, D. (2016). Strategische Situationsanalyse: Ausgangssituation der Arbeitgebermarke analysieren. In von Walter, B., & Kremmel, D. (Eds.), Employer Brand Management (pp. 71-95). Wiesbaden: Springer Fachmedien .
  • KREMMEL, D. (2001). Unternehmenskultur in einer lernenden Organisation. In Martin Hilb (Ed.), Neue Führungskonzepte im Praxistest (pp. 121-137). Berlin: Luchterhand.
  • BURTSCHER, J., KREMMEL, D., LEDERLE, O. (1995). Wilhelm Tell. Zwischen Nationalmythos und Marketing. In Marion Helmes; Gabriele Weiher (Ed.) (pp. 105-124). Weidler Verlag.

Professional Journals and Newspaper

  • KREMMEL, D., VON WALTER, B., HEUMANN, C. (2017). Mit meteodynamischem Pricing zum Erfolg. KMU Magazin, 20 (11), pp. 70-75.
  • WEIS, F. S., KREMMEL, D., VON WALTER, B. (2015). Mit der Conjoint-Analyse zum Produkterfolg. KMU Magazin, 18 (9), pp. 101-105.
  • WEIS, F. S., HOFER-FISCHER, S., KREMMEL, D. (2013). Best Practice integrierter Social-Media-Kommunikation: B-to-B. KMU Magazin (7/8), pp. 48-51.
  • WEIS, F. S., HOFER-FISCHER, S., KREMMEL, D. (2013). Best Practice integrierter Social-Media-Kommunikation: B-to-C. KMU Magazin (9), pp. 44-47.
  • HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Der Weg zur integrierten Social-Media-Kommunikation: Die Analyse. KMU Magazin (4), pp. 62-65.
  • HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Der Weg zur integrierten Social-Media-Kommunikation: Die Planung. KMU Magazin (5), pp. 58-62.
  • HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Der Weg zur integrierten Social-Media-Kommunikation: Umsetzung und Kontrolle. KMU Magazin (6), pp. 50-54.
  • HOFER-FISCHER, S., WEIS, F. S., KREMMEL, D. (2013). Ein neues Modell integrierter Marketingkommunikation. KMU Magazin (1/2), pp. 52-55.
  • VON WALTER, B., KREMMEL, D., WEIS, F. S. (2013). Employer Branding: Wie Unternehmen als Arbeitgeber attraktiv werden. KMU Magazin, 16 (7/8), pp. 18-21.
  • WEIS, F. S., HOFER-FISCHER, S., KREMMEL, D. (2013). Erfolgsfaktoren integrierter Social-Media-Kommunikation. KMU Magazin (3), pp. 52-56.
  • HOFER-FISCHER, S., KREMMEL, D. (2011). Die Integration von Social Media in die Marketingkommunikation. KMU Magazin (2), pp. 46-49.
  • HOFER-FISCHER, S., KREMMEL, D. (2011). Social Media erfordern grundlegenden Wandel des Kommunikationsparadigmas. KMU Magazin (3), pp. 36-39.
  • KREMMEL, D. (2008). Wirksames Produktmanagement als Schlüssel zum Erfolg. KMU Magazin (1), pp. 10-13.

Presentations

  • VON WALTER, B., KREMMEL, D. (2015). Mit Employer Branding zum attraktiven Arbeitgeber. IHK St.Gallen-Appenzell Eco Ost-Trendfabri.

Meteo-dynamic pricing approach

Research project

Research and development of a meteo-dynamic pricing approach with an automated weather-based software pricing tool for the outdoor event industry.