Matthias Schu

Dr. Matthias Schu is a Lecturer at the Institute of Communication and Marketing within Lucerne School of Business at Lucerne University of Applied Sciences and Arts. He holds a doctorate in E-Commerce Internationalization from the University of Fribourg (Switzerland) and a business degree with specialization in Trade from Saarland University (Germany). With over a decade of industry experience, he has held leadership positions at Praktiker Deutschland, Swiss Federal Railways (SBB), and Coop Group.

Research Focus:
Dr. Schu's expertise spans E-Food ecosystems, Quick Commerce logistics, Omnichannel retail integration, and international e-commerce strategies. His work examines behavioral economics in sustainability, returns management optimization, and algorithmic nudging techniques. Current projects include:

• Algorithmic Nudging for Sustainability in E-Commerce
• Marketing, Loyalty and Sustainability in Swiss E-Commerce
• Returns Management in Swiss Online Retail
• Lock-In Effects in E-Food markets

Professional Activities:
He operates three advisory startups: 'Dr. Matthias Schu | retail | ecommerce | internationalization strategy', 'Disrupt Retail', and 'E-Food Consult', providing strategic guidance to retailers and producers. An active thought leader, he serves on the etailment Expert Council, reviews academic journals, and delivers keynote addresses on retail innovation.