Vita
Prof. Dr. Johanna Gollnhofer is Associate Professor of Marketing and, together with Prof. Dr. Sven Reinecke and Prof. Dr. Reto Hofstetter, heads the Institute for Marketing and Customer Insight at the University of St.Gallen (IMC-HSG). She is regarded as an expert in qualitative approaches (especially ethnography) in consumer research and focuses on topics in marketing and branding, particularly at the intersection of marketing and sustainability.
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, the International Journal of Research in Marketing, and Organization Studies. For her work, Johanna Gollnhofer has received the Sidney Levy Award, the Ferber Award, and the Rigor & Relevance Award.
She is also the author of the book The 60% Potential: Using Marketing to Inspire the Mass Market for Green Consumption, which received 9 out of 10 points on GetAbstract and was nominated for the 2025 getAbstract International Book Award.
She previously completed her doctorate at the University of St.Gallen and subsequently served as Assistant Professor at the University of Southern Denmark.
Publications
Das 60%-Potenzial: Mit Marketing die breite Masse für grünen Konsum begeistern
Johanna Gollnhofer & Jan Pechmann
The creator’s dilemma: Resolving tensions between authenticity and monetization in social media
Reto Hofstetter & Johanna Gollnhofer
The Discomfort of Things! Tidying-up and decluttering in consumer homes
Johanna Gollnhofer & Kushagra Bhatnagar
The power of the unspoken: how brands implicitly reference specific brands in indirect comparative advertising
Janina Kauz & Johanna Gollnhofer
Marketingplanung: Einführung in die marktorientierte Unternehmens- und Geschäftsfeldplanung
Torsten Tomczak, Sven Reinecke, Johanna Gollnhofer
Investigating Category Dynamics: An Archival Study of the German Food Market
Johanna Gollnhofer & Kushagra Bhatnagar
Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways
Johanna Gollnhofer, Henri Weijo & John Schouten
Transforming community well-being through patients' lived experiences
Andrew Gallan, Janet McCol-Kennedy, Tatiana Barakshina, Bernado Figueiredo, Josephine Go Jefferies, Johanna Gollnhofer & et al.
Grassroots Responzibilization and Makeshift Markets
Johanna Gollnhofer & Alev Kuruglou
Normalizing Alternative Practices: The Recovery, Distribution and Consumption of Food Waste
Johanna Gollnhofer
Complementing the Dominant Social Paradigm with Sustainability
Johanna Gollnhofer & John Schouten
The Legitimation of a Sustainable Practice through Dialectical Adaptation in the Marketplace
Johanna Gollnhofer