|Since 07/2017||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.|
- Social innovations
- Consumer resistance
- Technology acceptance
- Emotions and cognition
- Firm communication
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
Reinhardt, R., Hietschold, N., & Gurtner, S. (2017): Overcoming Consumer Resistance to Innovations – An Analysis of Adoption Triggers. R&D Management, forthcoming.
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)