Porträt Prof. Dr. Johanna Gollnhofer

Prof. Dr.
Johanna Gollnhofer



Prof. Dr. Johanna Gollnhofer is Associate Professor of Marketing and leads the Institute for Marketing and Customer Insight at the University of St.Gallen (IMC-HSG) together with Prof. Dr. Sven Reinecke and Prof. Dr. Torsten Tomczak. She is considered an expert for qualitative approaches (especially ethnography) in consumer research and deals with future topics in the context of the retail and health care industry as well as the sharing economy. Her research has been published in international journals such as the Journal of Consumer Research, the Journal of the Association for Consumer Research, the Journal of Business Research, the Journal of Public Policy & Marketing and Strategy & Management. She previously completed her PhD at the University of St.Gallen and then worked as an assistant professor at the University of Southern Denmark.

More about Johanna Gollnhofer:

Video: Impfen – what else? Über 150 Firmen werben für Corona Impfung, SRF (10vor10)

Video: Schweiz Tourismus und Roger Federer, SRF (10vor10) 

Video: Konsumententrend Vegan January, SRF (10vor10)

Podcast: Die Zukunft des Essens, Blick Wissenspodcast

Podcast: Der Zukunftspodcast, Tagesschau Podcast (ARD)


Investigating Category Dynamics: An Archival Study of the German Food Market
in: Organization Studies, 2021, 42 (2), 245–268.

Johanna Gollnhofer & Kushagra Bhatnagar
Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways
in: Journal of Consumer Research, 2019, 46 (3), 460–482.

Johanna Gollnhofer, Henri Weijo & John Schouten
Transforming community well-being through patients' lived experiences
in: Journal of Business Research, 2019, 100, 376–391.

Andrew Gallan, Janet McCol-Kennedy, Tatiana Barakshina, Bernado Figueiredo, Josephine Go Jefferies, Johanna Gollnhofer & et al.
Grassroots Responzibilization and Makeshift Markets
in: Consumption, Markets and Culture, 2018, 21 (4), 301–322.

Johanna Gollnhofer & Alev Kuruglou
Normalizing Alternative Practices: The Recovery, Distribution and Consumption of Food Waste
in: Journal of Marketing Management, 2017, 33 (7–8), 624–643.

Johanna Gollnhofer
Complementing the Dominant Social Paradigm with Sustainability
in: Journal of Macromarketing, 2017, 37 (2), 143–152.

Johanna Gollnhofer & John Schouten
The Legitimation of a Sustainable Practice through Dialectical Adaptation in the Marketplace
in: Journal of Public Policy & Marketing, 2017, 36 (1), 156–168.

Johanna Gollnhofer
Fair Is Good, but What Is Fair? Negotiations of Distributive Justice in an Emerging Nonmonetary Sharing Model
in: Journal of the Association for Consumer Research, 2016, 1 (2), 226–245.

Johanna Gollnhofer, Katharina Hellwig & Felicitas Morhart