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Institut für Betriebswirtschaftslehre Foundations of Business Administration and Theories of the Firm

Dr. Nadine Hietschold


Trittin 2015


Lecturer, Bern University of Applied Sciences

Affiliated member and alumna
Phone: +41 44 634 53 04
Fax: +41 44 634 53 01
Email: nadine.hietschold<at>

CV & Publications (PDF, 176 KB)

Short Bio

Since 08/2018 Lecturer/ Postdoctoral Researcher at Institut Innovation & strategic Entrepreneurship, Bern University of Applied Sciences
07/2017 - 06/2019 Research Associate at Chair for Foundations of Business Adminstration and Theories of the Firm, University of Zurich.
08/2015 - 02/2016 Visitng PhD Student at Department of Managerial Studies, University of Illinois at Chicago.
02/2014 - 06/2016 Research Associate at Chair of Entrepreneurship & Innovation, Technische Universität Dresden.
10/2011 - 02/2014 Master of Science in Business Management (with distinction), Technische Universität Dresden.
10/2008 - 09/2011 Bachelor of Science in Business & Economics (with distinction), Technische Universität Dresden.

Recent interests:

  • Social innovations
  • Consumer resistance
  • Technology acceptance
  • Emotions and cognition
  • Firm communication

Recent publications (selected):

Hietschold, N., & Voegtlin, C. (2021): Blinded by a Social Cause? Differences in Cognitive Biases between Social and Commercial Entrepreneurs. Journal of Social Entrepreneurship, in press. 

Hietschold, N., Reinhardt, R., & Gurtner, S. (2020). Who put the “NO” in Innovation? Innovation resistance leaders’ behaviors and self-identities. Technological Forecasting & Social Change, 158, 120177.

Reinhardt, R., Hietschold, N., & Gurtner, S. (2019): Overcoming Consumer Resistance to Innovations – An Analysis of Adoption Triggers. R&D Management, 49(2): 139-154.

Gurtner, S., Hietschold, N., & Vaquero Martin, M. (2017): Do Patients Value a Hospital’s Innovativeness Reputation? A Multi-Method Approach to Assess the Relative Importance of Innovativeness Reputation in Patients’ Hospital Choice. Health Services Management Research, forthcoming

Recent presentations (selected):

Schaarschmidt, M., Walsh, G., Segelitz-Karsten, A., Hietschold, N., Gurtner, S., & Reinhardt, R. (2021): Why do innovation managers put a premium on premium?, 81st Annual Meeting of the Academy of Management, July 29 – August 4, virtual. (Selected for Best Paper Proceedings)

Hietschold, N., Voegtlin, C., Scherer, A.G., & Gehman, J. (2019): What Do we Know and Don’t Know about Social Innovation – A Multi-level Review and Research Agenda, 79th Annual Meeting of the Academy of Management, August 9-13 2019, Boston, USA.

Hsueh, J.W.J., Hietschold, N., Sieger, P., & Voegtlin, C. (2019): The 2015 European Refugee Event and Founder Social Identities: A Multi-Country and Multi-Level Study, 79th Annual Meeting of the Academy of Management, August 9-13 2019, Boston, USA. (presented by J.W.J. Hsueh) (Nominated for Carolyn B. Dexter Award)

Hietschold, N., Gurtner, S., & Spanjol, J. (2017): Fear and Anger in New Product Adoption, in Special Session on Experimental Research in New Product Development and Innovation - Opportunities & Challenges, PDMA Research Forum, November 11-12 2017, Chicago, USA.

Hietschold, N., Gurtner, S., Spanjol, J. (2017): Understanding and Responding to Negative Emotions in Consumer Resistance to Innovations, 77th Annual Meeting of the Academy of Management, August 4-8 2017, Atlanta, USA. (Selected for Best Paper Proceedings)