Peter Maas

Prof. em. Dr. Peter Maas is an Affiliate Professor of Management at Vlerick Business School, specializing in Service Management and Insurance Management. His research focuses on digital transformation's impact on consumer behavior, particularly in the insurance sector, emphasizing prevention through advanced technologies. He explores topics like customer experience, omnichannel strategies, and organizational ambidexterity in SMEs.

Key research areas include the role of self-tracking technologies in healthcare, cultural influences on information sharing, and the evolution of experience research over four decades. His work bridges academic insights with practical strategies for enhancing customer value and organizational effectiveness.

Notable contributions address challenges in digital reputation management, the ethical implications of nudging in consumer decisions, and fostering cooperation among insurers and insurtech firms. He advises students like Lukas Fischer (2021) and Matthias Rüfenacht (2017), focusing on impactful research in service innovation and organizational dynamics.