Porträt Prof. Dr. Dr. h.c. Torsten Tomczak

Prof. Dr. Dr. h.c.
Torsten Tomczak



Torsten Tomczak is a Professor of Business Administration and Director of the Institute for Marketing and Customer Insight (IMC-HSG), the Institute for Mobility (IMO-HSG) and the Center for Innovation at the University of St.Gallen (CFI-HSG). He is also President of the Executive Committee (GLA) of the Institute of Technology Management (ITEM-HSG).

Torsten Tomczak studied business administration at the Free University of Berlin, where he received his doctorate in 1989. In 1992 he habilitated at the University of St.Gallen. He has been a professor of business administration and marketing there since 1993. He has led the Institute for Customer Insight, which he founded with Prof. Dr. Andreas Herrmann, from 2009 to 2021. From 1994 to 2008 he was Director of the Institute for Marketing and Retailing (IMH); from 2007 to 2009, Dean of the School of Management and from 2011 to 2015, Pro-rector Research at the University of St Gallen.

He focuses both his research and teaching on strategic marketing, branding, innovation and marketing communication. He has published over 30 books, as well as more than 350 articles published in the Journal of Marketing, Journal of Product Innovation Management, Journal of Service Research, Psychology & Marketing, Zeitschrift für betriebswirtschaftliche Forschung and Marketing ZfP, among others.

He gained practical industry experience in a trading company (1984–86) and in an international advertising agency (1989–90). Within the framework of research programs and projects, he has been collaborating with numerous companies for many years. Torsten Tomczak is a member of the board of the Swiss Society for Marketing (GfM) and was president of the Swiss Academy of Marketing Science from 2015 to 2020.

The student body of the University of St.Gallen awarded Torsten Tomczak the Credit Suisse Award for Best Teaching and the Mentor Award. The Faculty of Business and Economics at the University of Lucerne awarded him an honorary doctorate in 2019.


The Asymmetric Effects of Exploitation and Exploration on Radical and Incremental Innovation Performance: An Uneven Affair
in: European Management Journal, 2019, 38 (1), 121–134.

Silke Lennerts, Anja Schulze & Torsten Tomczak
Securing Frontline Employee Support After an Ethical Scandal: The Moderating Impact of Response Strategies
in: Journal of Service Research, 2016, 19 (4), 417–432.

Benjamin Walter, Daniel Wentzel & Torsten Tomczak
Can Friends Also Become Customers? The Impact of Employee Referral Programs on Referral Likelihood
in: Journal of Service Research, May 2014, 119–133.

Daniel Wentzel, Torsten Tomczak & Sven Henkel
Strategic Orientation and Product Innovation: Exploring a Decompositional Approach
in: Journal of Product Innovation Management, 2012, 29 (6), 967–985.

Jelena Spanjol, Silke Mühlmeier & Torsten Tomczak
Can I Live Up to That Ad? Impact of Implicit Theories of Ability on Service Employees’ Responses to Advertising
in: Journal of Service Research, May 2010, 137–152.

Sven Henkel, Daniel Wentzel & Torsten Tomczak
The Moderating Effect of Manipulative Intent and Cognitive Resources on the Evaluation of Narrative Ads
in: Psychology & Marketing, 2010, 27 (5), 510–530.

Daniel Wentzel, Torsten Tomczak & Andreas Herrmann
The Impact of Sales Encounters on Brand Loyalty
in: Journal of Business Research, 2010, 63, 1148–1155.

Tim Brexendorf, Silke Mühlmeier, Torsten Tomczak & Martin Eisend
Brand-Specific Leadership: Turning Employees into Brand Champions
in: Journal of Marketing, 2009, 73 (5), 122–142.

Felicitas Morhart, Walter Herzog & Torsten Tomczak