Jochen Wirtz

Jochen Wirtz

Jochen Wirtz is a globally recognised authority on services marketing with extensive research and expertise in AI, robotics, and business strategy.

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Jochen Wirtz's Biography

Jochen Wirtz is an expert in services marketing and management. As the Vice Dean of MBA Programmes and Professor of Marketing at the National University of Singapore (NUS), Writz's academic journey, marked by a passion for innovative research and a commitment to education, has earned him a reputation as a leading authority in his field.

Writz has held roles as an international fellow at the Service Research Center in Sweden, an academic scholar at Cornell University’s Institute for Healthy Futures, and a global faculty member at Arizona State University’s Center for Services Leadership. He was also was the founding director of the groundbreaking dual degree UCLA – NUS Executive MBA Programme, a testament to his visionary approach to education. Additionally, his tenure as an Associate Fellow at Oxford’s Saïd Business School and as a founding member of the NUS Teaching Academy further underscores his dedication to advancing educational practices.

Jochen Wirtz's research delves into areas such as intelligent automation, AI, robotics, platform business models, and corporate digital governance. His prolific output includes over 200 academic journal articles, with six featured in the Harvard Business Review, and more than 20 books. His works, including Intelligent Automation and Services Marketing: People, Technology, Strategy, have become essential texts in the field, translated and adapted for over 28 countries and regions, and have sold over a million copies worldwide.

Jochen Wirtz has received over 60 awards, including the prestigious Christopher Lovelock Career Contributions to the Services Discipline Award and the Academy of Marketing Science Outstanding Marketing Teacher Award. In 2023, he was named one of the 86 highly cited researchers in economics and business by the Web of Science, a distinction that highlights his profound influence on both academic research and practical applications.

Writz's expertise has been sought by leading consulting firms like Accenture, Arthur D. Little, and KPMG, and he has advised major service firms on strategy, innovation, business development, and customer centricity. His entrepreneurial spirit is evident in his role as an angel investor in startups like Dataswyft and TranscribeMe, and showcases his commitment to fostering innovation. As a dynamic and engaging speaker and consultant, Jochen Writz's work continues to shape the strategies of service businesses worldwide.


Services Marketing

People, Technology, Strategy

Intelligent Automation

Welcome To The World Of Hyperautomation

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