Peter Maas

University of St. Gallen



Working papers and selected publications in insurance marketing:

  • Barwitz, N. & Maas, P. (2017). Understanding customer journeys in an omnichannel world, working paper.
  • Barwitz, N. & Maas, P. (2017). The omnichannel customer journey: Determining channel choice and outcomes, working paper.
  • Milanova, V. & Maas, P. (2017). Sharing intangibles: Uncovering individual motives for engagement in a sharing service setting. Journal of Business Research, 75. 159-171.
  • Milanova, V. & Maas, P. (2017). The price of delegating decisions: Effects on consumer responsibility and future decisions, working paper.
  • Buehler, P., Eling, M., Maas, P., Milanova, V. (2016). The consumer’s view of consumer protection: an empirical study of the Swiss insurance market. St.Gallen, Institute of Insurance Economics.
  • Barwitz, N. & Maas, P. (2016). Segmenting omnichannel customers: The journey perspective, working paper.
  • Barwitz, N., Maas, P. Block, D., & Nützenadel, C. (2016). Die Customer Journey in einer multioptionalen Welt. Institut für Versicherungswirtschaft & Synpulse Schweiz AG, St. Gallen & Zürich, Schweiz.
  • Maas, P. & Bühler, P. (2015). Industrialization of the insurance industry in a digital world, St.Gallen: Insitute of Insurance Economics.
  • Maas P., Cachelin J.L. & Bühler P. (2015). Megatrends 2050, Alltagswelten, Zukunftsmärkte. St.Gallen: Institut für Versicherungswirtschaft (I.VW-HSG).
  • Puustinen, P., Saarijärvi, H. & Maas, P. (2014): What is being exchanged? Framing the logic of value creation in financial services. Journal of Financial Services Marketing, 19, 1, 43-51.
  • Schlager, T. & Maas, P. (2013): Fitting International Segmentation for Emerging Markets : Conceptual Development and Empirical illustration. Journal of International Marketing, 21, 2, 39-61.
  • Schlager, T. & Maas, P. (2012): Reframing Customer Value from a Dominant Logics Perspective. Der Markt – International Journal of Marketing, 51, 2-3, 101-113.
  • Schlager, T., Maas, P., Bodderas, M. & Cachelin, J.-L. (2011): The influence of the Employer Brand on Employee Attitudes relevant for Service Branding : An Empirical Investigation. Journal of Services Marketing, 25, 7, 497-508.
  • Maas, P. & Graf, A. (2008): Customer Value Analysis in Financial Services. Journal of Financial Services Marketing, 13, 2, 107-120.
  • Graf, A. & Maas, P. (2008): Customer Value from a Customer Perspective: A Comprehensive Review. Journal für Betriebswirtschaft, 58, 1, 1-20.