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Business Cooperation

Our expertise builds on our internationally recognized research activities to contemporary marketing topics and many years of experience in running successful projects with large national and international corporations, small and medium sized enterprises, and start-ups from diverse industries in the for- and nonprofit sector.

Business partners can cooperate with us in various ways and benefit from the specific marketing expertise of each of the Department’s institutes and the opportunity to connect with our high-potential students. You can collaborate with us in various forms such as a joint research or consulting project, a shared bachelor or master thesis supervision, or as a guest speaker in one of our courses.

If you are interested in collaborating with us, please do not hesitate to get in touch and discuss your ideas with us. You can either directly turn to a specific institute or researcher that matches your topic of interest or send a general inquiry to Mag. Nicole Rychly-Resetar or Christian Spadt.

Below, you can find a selection of our recent collaboration partners and more detailed examples of successful project collaborations.  

Inzersdorfer – Positioning a Convenience Brand for GenZ

Portrait Dr. Nentwich

Dr. Andreas Nentwich, CEO Maresi Austria GmbH

© Maresi Austria GmbH

„We are impressed by the high quality and practicality of the research. A big thank you to both the students working on the project and their supervisors!“

The Institute for Retailing & Marketing has conducted a study for Inzersdorfer, one of Maresi Austria’s top brands. A total of 765 generation Z consumers were surveyed on their attitudes and behaviour concerning cooking, dining and convenience food products. A brand positioning check shows how the brand compares to other significant competitors in the market. The study reveals how Inzersdorfer can tap into the market of younger consumers by presenting itself as a an attractive meal solution on the right communication channels.

The project was part of the course „Retail Marketing Consulting

Project Management:
Dr. Cordula Cerha (Institute for Retailing & Marketing)
Dr. Fabian Nindl (Institute for Retailing & Marketing)

Neni am Tisch

Portrait Nuriel Molcho

Nuriel Molcho (Chief Marketing Officer and Founder of Neni)

© Nuriel Molcho private

„It was a great pleasure working together with the WU, it gave us new perspectives and insight into our own company, It is always great to work with students that identify with ones brand and bring out of the box ideas to the table. We look forward to the next projects together!

Neni - with its product line “Neni am Tisch” - offers a product line with a wide range of ready-to-eat, healthy gourmet meals, which have the potential to reach many different consumer groups. The Austrian company is already present in various European countries and successfully offering its products in supermarket chains. During the course Global Business Planning, a market entry approach into the Netherlands was developed.

The project was part of the course Global Business Planning

led by ao.Univ-Prof. Mag. Dr. Elfriede Penz, MAS EurPhD (Institute for International Marketing Management)

“Pay as you wish” in the museum Kunsthalle Wien

Katharina Baumgartner, Leitung Marketing Kunsthalle Wien

Katharina Baumgartner, Head of Marketing, Kunsthalle Wien

© © Kunsthalle Wien

“An open house for everyone - the Kunsthalle Wien wanted to live up to this claim using the Pay as you wish-payment model in the summer to make contemporary art accessible to all Viennese. Due to the competent scientific support of the campaign by Dr. Margit Kastner and her team, the Kunsthalle Wien was able to collect well-founded arguments for alternative pricing policies, which will be taken into account in future considerations. It should also be emphasized that the cooperation was perceived as extremely positive and inspiring, not only on a professional level, but also in personal contact by all colleagues involved and we are looking forward to possible further collaborations." Katharina Baumgartner

After the first Covid-19 lockdown, the Kunsthalle Wien wanted to enable everyone to visit the Kunsthalle, regardless of his or her financial situation. Therefore, from July 15 to August 31, 2020, the “Pay as you wish” pricing model was used. As part of a field experiment, the Marketing Department, together with the University of Surrey and the University of Zurich, accompanied the Kunsthalle Wien's campaign. The results not only provide starting points for a future use of “Pay as you wish” for the Kunsthalle Wien itself, but also valuable insights for research.

Project leader:

Dr. Margit Kastner (Department für Marketing)

Building blocks for a fruitful cooperation

Die Bioblo-Gründer

Dietmar Kreil, Stefan Friedrich und Hannes Frech

"For Bioblo, as a small and still relatively unknown player in the hotly contested toy industry, cooperating with the IMM Institute students was an inexpensive and exciting opportunity to gain first impressions of the relevant target market. The resulting report thoroughly summarized our eco-building blocks' weaknesses and strengths in the target country's context. It also showed us a whole range of ways in which one could, in all likelihood, favor the market entry."

The project was part of the course Global Business Planning

led by ao.Univ-Prof. Mag. Dr. Elfriede Penz, MAS EurPhD (Institute for International Marketing Management)

Challenges and opportunities of vegan product innovations

Mag. Alfred Berger, NÖM

Mag. Alfred Berger, NÖM


“The students of the Institute for Retail and Marketing conducted a profound analysis of the consumers’ attitudes and behavioral patterns based on over 900 interviews. This provides our company with interesting insights.”

Mag. Alfred Berger, Managing DirectorNÖM

On behalf of NÖM, a leader in the Austrian dairy industry, a team of students at the Institute for Retailing and Marketing conducted a study on vegan product innovations. The project dealt with the question whether the vegan diet trend represents a disruptive hazard for a dairy brand or rather a promising positioning opportunity. Based on a briefing by our client, students first conducted desk research about the vegan food trend, and analyzed national and international good-practices. Based on the results an online survey was carried out. The questionnaire focused on the existing eating habits and the image of a vegan lifestyle. Furthermore, several branding concepts and positioning alternatives for vegan product innovations were evaluated. 

The project was part of the course „Retail Marketing Consulting

Project Management:
Dr. Cordula Cerha (Institute for Retailing & Marketing)
Dr. Fabian Nindl (Institute for Retailing & Marketing)

Marketing a traditional brand in the digital age


Mag. (FH) Manuel Kaiser, MSc Head of Sales Retail & Brand Manager

© Firma Schenkel

“I am impressed by the student’s creative approach to the project. They created a sound and multi-layered analysis, which is of substantial value for us.”
Mag. (FH) Manuel Kaiser, MSc

Schenkel, a former supplier to the Austro-Hungarian court (K.&K. Hofliferant) is known as an exclusive and traditional brand in the FMCG sector. Austrian consumers have enjoyed Schenkel’s delicacies on special occasions since 1883. The taste and quality of the products speak for themselves, yet the disruptive forces of modern information and communication technologies present new marketing and communication challenges.

On behalf of Schenkel, the Institute for Retail and Marketing has examined the influence of digitalization through extensive desk research, over 300 interviews, and a degustation. The evaluation of the results show new opportunities for the brand, like monitoring online food trends and cross-media storytelling.

Projekt im Rahmen des Kurses Retail Marketing Consulting

The project was part of the course „Retail Marketing Consulting

Project Management:
Dr. Cordula Cerha (Institute for Retailing & Marketing)
Dr. Fabian Nindl (Institute for Retailing & Marketing)

Research Project on Donation Feedback and Social Media Sharing

Lars Eberhart ÖRK

Lars Eberhart, Head of Donor Management, Blood Center for Vienna, Lower Austria and Burgenland, Austrian Red Cross

© Copyright: ÖRK

To supply hospitals with safe blood products, we have to manage and mobilize an adequate donor base. Demographic shifts, diverse media usage, and changing donor expectations influence the marketing mix and call for new communication approaches. Our collaboration with WU significantly helps us to test and improve the effectiveness of marketing tools used to recruit, retain, and activate blood donors.

The blood services of the Austrian Red Cross (ARC) fulfill an important mission in the Austrian health system by organizing the collection of more than 340,000 blood donations per year.

The collaboration between the ARC and members of the Department of Marketing is ongoing since 2017 and builds on the shared belief in the value of combining complementary resources to explore new managerial practices. The topics of this collaborative work include novel communication approaches to attract and retain younger donor generations, machine-learning methods for demand prediction, and competitive influences of paid plasma donation centers. We integrate these topics in BSc and MSc theses and discuss our findings in collaborative workshops and seminars with industry professionals, academic experts, and students.

The research project receives financial support from a WU Projects grant (Project-IA 11000571).

Project Management:

Dr. Pascal Güntürkün (Department of Marketing)
Dr. Nils Wlömert (Institute for Interactive Marketing and Social Media)

Brands are the Original

Günter Thumser, Geschäftsführer MAV

© Thumser

„Every year, the collaboration with m.core is an important contribution to a better brand and marketing understanding of our members. We are very glad to have an academically sound and operationally-oriented partner on our side for the future-oriented development of our brands!”

Günter Thumser, Geschäftsführer MAV

The Austrian Association of Branded Goods (Österreichische Verband der Markenartikelindustrie, MAV) represents 100 national and international branded goods manufacturers in the FMCG industry.

The Institute for Marketing & Consumer Research has collaborated successfully with the MAV and its members since 2012. Together, they have worked on different topics, relevant for the branded goods industry, such as the additional value of brands over private labels, brand choices of young adults, emotions during brand choice, brands in the digital age, brand authenticity and product packaging. The joint projects are conducted with the support of bachelor’s and master’s students who work on the projects in courses or in their theses.

Project lead:

Prof. Bernadette Kamleitner (Institute for Marketing & Consumer Research)

The Brand FELIX

Peter Buchauer, Geschäftsführer FELIX Austria

© FELIX Austria

“The collaboration with the m.core institute and Prof. Kamleitner is a lot of fun. We let students work on practical cases that we also work on. It is great to see the commitment of the student groups working out their solutions, their level of professionalism and their great presentations.”

Peter Buchauer, CEO FELIX Austria

FELIX Austria is one of the best-known food producers in Austria. Apart from ketchup, where FELIX is the undisputed market leader, FELIX offers a broad product range including ready-made meals, sauces, pickles and muesli.

The Institute for Marketing & Consumer Research (m.core) has collaborated with FELIX on various successful projects since 2012. For instance, every year, the institute conducts a brand monitoring study for FELIX. Due to the regularity of the studies, changes in brand perceptions can be detected in a timely manner and an appropriate course of action can be derived.

Project lead:

Prof. Bernadette Kamleitner (Institute for Marketing & Consumer Research)
Eva Marckhgott, MSc (Institute for Marketing & Consumer Research)

Promotional Merchandise – Haptic Advertising With Long-Term Effect

Kathrin Schneider, Sprecherin des Verbands österreichischer Werbemittelhändler (VÖW)

© ©Eva Heindl

“In times of digitalization, promotional merchandise is gaining importance as a haptic advertising medium in the media mix. Consumers wish for touch and real sensation. The VÖW is very pleased with the fruitful cooperation with m.core. When generations work together, talk to each other and exchange ideas, it is greatly enriching for everyone.”

Kathrin Schneider, spokesperson Verband österreichischer Werbemittelhändler (VÖW), ©Eva Heindl

Together with the Association of Promotional Merchandise Companies (Verband österreichischer Werbemittelhändler, VÖW), the Institute for Marketing & Consumer Research (m.core) has worked on the topic of promotional merchandise since 2014. Several consecutive studies have been conducted in project courses on both the bachelor’s and master’s levels. Students and researchers have elaborated on various questions regarding the effectiveness of promotional merchandise.

The interesting results are regularly covered by the media:

Projekt 2014/15 in den Salzburger Nachrichten
Projekt 2016/17 in der Tiroler Tageszeitung
Projekt 2018/19 in Horizont

Project lead:

Prof. Bernadette Kamleitner (Institute for Marketing & Consumer Research)
Dr. Monika Koller (Institute for Marketing & Consumer Research)
Eva Marckhgott, MSc (Institute for Marketing & Consumer Research)

Brand experience at company owned flagship stores

Dr. Alfred Schrott

Dr. Alfred Schrott, Director of Marketing and Sales at Josef Manner & Comp. AG


© Copyright © Josef Manner & Comp AG

„Joint projects with students are win-win situations. The students learn about the challenges that companies have to face in their daily business and companies benefit from fresh perspectives.”

Dr. Alfred Schrott

The well-known Austrian confectionary brand Manner’s flagship stores are a perfect demonstration of the importance of brick-and-mortar retailing. The shops offer customers an excellent opportunity to experience Manner’s products and brands with all their senses.

On behalf of Manner, the Institute for Retailing & Marketing analyzed the relevance of in-store experiences in company flagship stores shops. The findings provide ideas for Manner on how to stage the company’s brands in the store and link positive emotional experiences to the brands.

The project was part of the course „Retail Marketing Consulting

Project Management:
Dr. Cordula Cerha (Institute for Retailing & Marketing)
Dr. Fabian Nindl (Institute for Retailing & Marketing)

#newshoes – Approaching customers in a multi-channel world

Gerald Zimmermann

Mag. Gerald Zimmermann, executive Director CCC Shoes & Bags

© photo: CCC/Hanna Pribitzer

„The success of this cooperation is not just based on the students’ knowledge, but also on their unbiased approach and fresh ideas.”

As a rapidly growing international retail business, CCC faces both competition of stationary retailers as well as online marketplaces. When deciding which shoes to buy, many factors come into play. Apart from in-store presentation and the retailer’s own homepage, postings and comments about the brand by influencers and followers on social media have an impact on the purchase decision.

On behalf of CCC, the Institute for Retailing & Marketing analyzed the challenges presented by digitalization and new communication channels. The study’s focus was to identify touchpoints to attract attention and turn prospective customers into buyers.

The project was part of the course „Retail Marketing Consulting”

The project was part of the course „Retail Marketing Consulting

Project Management:
Dr. Cordula Cerha (Institute for Retailing & Marketing)
Dr. Fabian Nindl (Institute for Retailing & Marketing)