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Dr Nicole Hinrichs

Nicole Hinrichs , PhD


PhD (Dr. oec.) in Economics, University of St-Gallen


Associate Professor

Teaching Location(s)

EHL Campus Lausanne
EHL Campus (Singapore)

Courses and Modules Taught

• Trends, Innovation and New Business Models
• Trends, Innovation and New Business Models

Teaching Subject(s)

Corporate Strategy
Developing Entrepreneurial Projects
Trends, Innovations and New Business Models

Area(s) of Expertise

Micro-foundations of strategy
Organizational hybridity
Organizational ambidexterity
Role identity
Social identity
Strategic change

Short Bio

Nicole Hinrichs is Associate Professor in Strategy and Entrepreneurship at the École hôtelière de Lausanne (EHL). She received her PhD with summa cum laude from the University of St.Gallen after working as a strategy consultant for several years and holding strategy functions in the banking industry. Her research interests lie in examining the importance of organizational and role identities in shaping strategic responses that drive entrepreneurial behavior and ultimately organizational change.

She regularly conducts field research studying the processes by which managers and employees innovate or adapt strategies, and how they affect change at the organizational level. Her research has received multiple grands both from the Swiss National Fund (SNF) and the HES-SO, and has been published in international management journals such as the Journal of Management.

Nicole teaches on the full range of undergraduate, master, doctoral student, executive level as well as online courses, specializing on corporate strategy, strategic decision making and entrepreneurship.

Publications in Peer-Reviewed Journals

Hinrichs, N. (Forthcoming). The Best of Both Worlds: Experiential Problem-based Learning Approaches in Hospitality Education. Journal of Hospitality & Tourism Education.

Csaszar, F. A., Heshmati, M., & Hinrichs, N. (2020). External representations in strategic decision making: Understanding strategy’s reliance on visuals, Academy of Management Proceedings, 2020(1), 18233-18239.

Tempelaar, M., & Hinrichs, N. (2019). Switching hats: The effect of role transition on individual ambidexterity. Journal of Management, 45(4), 1517-1539.

Brusoni, S., & Hinrichs, N. (2014). Reading between the lines: Learning as a process between organizational context and individuals’ proclivities. European Management Journal, 32(1), 147-154.

Funded Research Projects

Hinrichs, N & Stierand, M. Project: When the wild mind meets the disciplined eye: Professional identity development at the intersection of institutional logics and creativity, Date: 01.01.2023 to 01.01.2026, External fundraising: SNF
Hinrichs N., Project: Doing well by doing good: Ecosystem strategies for hybrid organizations, Date: 01.09.2019 to 28.02.2021, External Fundraising: HES-SO.
Hinrichs, N., Project: Winds of change: The critical function of role identity management in strategic change, Date: 01.01.2018 to 31.08.2021, External Fundraising: SNF.


Most inspiring track paper Strategic Management Division, EURAM (2021)

STR Division Best Paper Award, Academy of Management (2020)

EHL Teaching Award (2018)