Porträt Daniel Dietrich

Daniel Dietrich

Senior Lecturer & Project Manager


Dr. Daniel Dietrich is Senior Lecturer at the Institute for Marketing and Customer Insight (IMC-HSG) and Project Leader at the Institute for Mobility (IMO-HSG) at the University of St. Gallen. He is one of the leading experts for qualitative research methods (e.g. grounded theory, case study research, and netnography) and heads the qualitative methodology consultancy at HSG.

Daniel Dietrich’s research focuses on the study of future-oriented brand management, behavioral economics, and entrepreneurial marketing. His research has been published in leading international journals such as the Journal of Consumer Research (A+, FT-50).

In addition, Daniel Dietrich lectures on topics related to brand management, marketing, consumer behavior, and quantitative and qualitative research methods at the University of St. Gallen. He also is Co-Founder and Managing Director of the Brand Excellence Circle (BEC), a network of senior executives from iconic and renowned brands (e.g. Adidas, BMW, Leica, Red Bull, Tempo).


A Framework of Brand Contestation: Toward Brand Antifragility
in: Journal of Consumer Research, 2021, 48 (4), 682–708.

Daniel Dietrich & Cristel Antonia Russell
Consumers' Brand Experiences When Using Voice Interfaces
Consumer Culture Theory Conference 2019

Johanna Gollnhofer & Daniel Dietrich