Dr. Michael Gerlich

Dr. Michael Gerlich

Head of CSCFS, Head of Executive Education, Senior Faculty

Dr. Michael Gerlich, Ph.D., MBA (University of Cambridge) is the Head of Center for Strategic Corporate Foresight and Sustainability / Head of Executive Education and Senior Faculty at SBS Swiss Business School.

Besides, his responsibility as Head of Center for Strategic Corporate Foresight and Sustainability he leads the Executive Education Program of SBS. In addition, Dr. Gerlich teaches several business and management courses in our MBA, Master and Bachelor programs. Besides his teaching activities he supervises DBA students.

Furthermore, during the past 25 years, he has worked as an adviser to the President and the Prime Minister of Kyrgyzstan, the Cabinet of Ministers in Uzbekistan and various Ministers for economic affairs in Azerbaijan, in addition to holding leading positions within GIZ / KfW (the German Development Bank) and the International Finance Corporation.

Research interest


  • Consumer Behavior
  • AI and Big Data in Marketing
  • Sociology in Marketing


  • Change Management
  • Leadership
  • Strategic analysis and foresight


  • Elite Studies
  • Changes in Society

Recent Publications:

Publications (peer-reviewed)

  • Gerlich, Michael (2023). The Rise of Collaborative Consumption in EU Member States: Exploring the Impact of Collaborative Economy Platforms on Consumer Behavior and Sustainable Consumption. Sustainability. 15(21): 15491.  https://doi.org/10.3390/su152115491.  (Scopus Q1)
  • Gerlich, Michael (2023). Devoid Elites and the Need for a New Elite Configuration: An Analysis of Post-Soviet Societies on the Example of Azerbaijan. Journal of Ethnic and Cultural Studies ISSN: 2149-1291. DOI: 10.29333/ejecs/1616 (Scopus Q1)
  • Gerlich M, Elsayed W, Sokolovskiy K, (2023). Artificial intelligence as toolset for analysis of public opinion and social interaction in marketing: identification of micro and nano influencers. Frontiers in Communication, 8. DOI: 10.3389/fcomm.2023.1075654 (Scopus Q1)
  • Gerlich, Michael (2023). Perceptions and Acceptance of Artificial Intelligence: A Multi-Dimensional Study. Social Sciences. 12(9):502. https://doi.org/ 10.3390/socsci12090502 (Scopus Q2)
  • Gerlich, Michael (2023). The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences. 13(8):178. DOI: 10.3390/admsci13080178 (Scopus Q2)
  • Gerlich, Michael (2023). How Short-Term Orientation Dominates Western Businesses and the Challenges They Face—An Example Using Germany, the UK, and the USA.  Administrative Sciences 13, no. 1: 25. DOI: 10.3390/admsci13010025. (Scopus Q2)
  • Gerlich, Michael (2023). The Power of Personal Connections in Micro-Influencer Marketing: A Study on Consumer Behaviour and the Impact of Micro-Influencers.  Transnational Marketing Journal, 11(1), 131-152. DOI: 10.58262/tmj.v11i1.1010. (Scopus Q3)
  • Gerlich, Michael (2023). Challenging the Status Quo: Transforming HRM Practices to Address the Societal Shift in Employee Expectations. Annals of Social Sciences & Management Studies, 8(4): 555741. DOI: 10.19080/ASM.2023.08.555741.
  • Gerlich, Michael (2023). Time for Change: Rethinking Top Managers’ Bonus Systems for A Sustainable and Prosperous Future. Annals of Social Sciences & Management Studies, 8(3): 555736. DOI: 10.19080/ASM.2023.08.555736.
  • Gerlich, Michael (2022). Why Do Western Change Management Approaches Not Work in Societies with High Power Distance? A Case Study of Azerbaijan. The International Journal of Organizational Diversity 23 (1): 21-42. DOI:10.18848/2328-6261/CGP/v23i01/21-42. (Scopus Q3)
  • Gerlich, Michael (2022). Micro-influencer marketing during the COVID-19 pandemic: New vistas or the end of an era? Journal of Digital & Social Media Marketing, Vol. 9 No. 4, 337-353. (Scopus Q3)
  • Gerlich, Michael (2021). COVID-19 Induced Changes in Consumer Behavior. Open Journal of Business and Management, 9, 2425-2451. DOI:10.4236/ojbm.2021.95131
  • Gerlich, Michael (2021). How Elite Configurations Explain Shifts from Democracy to Authoritarian or Totalitarian Regimes: Turkey as a Case Study. Open Journal of Political Science, 11, 273-300. DOI: 10.4236/ojps.2021.112019.

Published Books

  • Gerlich, Michael (2023), Handbook of Strategic Analysis and Corporate Foresight, Bookmundo, ISBN 9-789464853520

Published Book Chapters

  • Gerlich, Michael (2023), Beyond the Paycheck – Navigating the New Era of Employee Expectations as part of Enhancing Employee Engagement and Productivity in the Post-Pandemic Multigenerational Workforce, IGI-Global, ISBN13: 9781668491720, ISBN10: 1668491729, EISBN13: 9781668491744, DOI: 10.4018/978-1-6684-9172-0.ch006

Conferences & Presentations

  • Plenary Speaker: International Experts Summit on Artificial Intelligence and Machine Learning (AI Summit-2024), Tokyo, Sept. 2024
  • Speaker: 16th Conference of the European Sociological Association (Tension, Trust and Transformation), Porto, Aug 2024
  • Speaker: 5th World Conference on Business, Management, Finance Economics and Marketing, Vienna, May 2024
  • Speaker: Anthropological theory and methods for the study of political elites, ESRC DTP Conference on Interdisciplinarity, University of Cambridge, Cambridge, Oct 2019
  • Speaker and Panellist: Potentials in Business, Agriculture and Tourism, German-Azerbaijani Business Dialogue organised by German Parliament in Cooperation with the Azerbaijani Minister of Economy, Berlin, Nov 2018
  • Speaker and Panellist: The necessity of economic diversification, French Azerbaijani Business Forum organised by Business France in cooperation with The European Azerbaijan Society (TEAS), Paris, May 2015
  • Keynote Speaker: Limitations and advances for the Uzbek export economy, Export Forum organised by the Uzbek Cabinet of Ministers, Tashkent, Apr 2002
  • Keynote Speaker: Potentials of economic cooperation in Central Asia, Conference on Central Asian Economic Cooperation organised by the Administration of the Kyrgyz President, Bishkek, Feb 1999

Academic Journal Reviewer

  • Academic Reviewer “Journal SN Business & Economics”, ISSN: 2662-9399, Springer Nature Group (Scopus Q1)
  • Academic Reviewer for the Journal Financial Innovation, Springer Nature Group ISSN: 2199-4730 (Scopus Q1)
  • Academic Reviewer for the Journal of Financial Services Marketing, ISSN: 14791846, Palgrave Macmillan (Scopus Q2)
  • Academic Evaluator and Reviewer for book proposals at Palgrave Macmillan, UK (Scopus ranked)
  • Academic Reviewer for “International Journal of Environmental Research and Public Health” articles, ISSN 1660-4601, Published by MDPI (Scopus Q1)
  • Academic Reviewer for “Journal of Theoretical and Applied Electronic Commerce Research” articles, ISSN: 0718-1876 Published by MDPI (Scopus Q1)
  • Academic Reviewer for “Sustainability” articles, ISSN 2071-1050, Published by MDPI (Scopus Q1)
  • Academic Reviewer for “Behavioral Sciences” articles, ISSN 2071-1050, Published by MDPI (Scopus Q1)
  • Academic Reviewer for “Social Sciences” articles, EISSN 2076-0760, Published by MDPI (Scopus Q2)
  • Academic Reviewer for “Societies” articles, ISSN 2075-4698, Published by MDPI (Scopus Q2)
  • Academic Reviewer for “Administrative Sciences” articles, ISSN 2076-3387, Published by MDPI (Scopus Q2)
  • Academic Reviewer for “Cogent Business and Management” articles, ISSN 2331-1975, published Taylor & Francis (Scopus Q2)
  • Academic Reviewer for “Journal of Organizational Change Management” articles, ISSN 09534814, published by Emerald Group Publishing (Scopus Q2)
  • Academic Reviewer for academic book chapters in Marketing and Management disciplines, IGI Global (Scopus ranked)

Academic and Professional Qualification

  • Doctor of Philosophy (Ph.D.), ARU, Cambridge, UK, 2022
  • Master of Business Administration (MBA), JBS, Cambridge, UK, 2018
  • Doctor of Philosophy (Ph.D.), PWU (now CMU), Los Angeles, USA, 1993
  • Diplom-Betriebswirt (MA – Business Management), Trier, Germany, 1993
  • Certificate in Transformational Leadership, JBS, University of Cambridge, UK, 2016
  • Certificate in Strategic Performance Management, JBS, University of Cambridge, UK, 2012
  • ICC-Certified Master Coach, Behavioral Coaching Institute, New York, USA, 2012
  • Certified Auditing Assistant, Chamber of Auditors, Rhineland-Palatinate, Germany, 1991
  • Certified Banker, Bayerische Hypotheken und Wechselbank, Munich, Germany, 1988