Jochen Wirtz

Jochen Wirtz is the Vice Dean of MBA Programmes and Professor of Marketing at the National University of Singapore (NUS Business School). He holds a Ph.D. in services marketing from the London Business School and has held leadership roles, including founding director of the UCLA–NUS Executive MBA Programme and member of the NUS Teaching Academy. His research focuses on service management, intelligent automation, AI, and corporate digital responsibility. A globally recognized authority, he has authored over 20 books, including Services Marketing: People, Technology, Strategy (9th ed.) and Intelligent Automation, with translations in 26+ languages.

His awards include the Christopher Lovelock Career Contributions Award (AMA) and the Academy of Marketing Science’s Outstanding Marketing Teacher Award. He advises international firms like Accenture and KPMG and is involved in start-ups such as Dataswyft and TranscribeMe. His work emphasizes ethical AI, service robots, and cost-effective excellence, contributing to both academic research and industry practice.

Wirtz’s research spans service robots, platform economies, and luxury services. His recent studies explore generative AI’s impact on service encounters, corporate digital responsibility, and B2B customer experience strategies. He actively engages with industry through consulting, keynote speaking, and executive education.