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PD Dr. Christina Holweg

Associate Professor

Academic Director MSc Marketing

Christina joined the Institute of Retailing & Marketing in 2005 and is heading the MSc Marketing of WU as Marketing Director since 2017.

She completed her master’s degree in business administration from the University of Graz (Austria) and extended her studies at New York University (USA) and Universidad de Salamanca (Spain). Christina received her doctorate in retailing and marketing from WU Vienna University of Economics and Business. Her habilitation focused on food waste in retailing illustrating measures, implications, and opportunities of how to make better use of unsaleable products.

Before her academic career, Christina was head of Procter & Gamble’s marketing department for paper products in Austria and Switzerland. Among her functions in key account management, she was responsible for the REWE Group, including the introduction of new products and the implementation of category management projects.

Christina has been an active member of the Austrian ECR (Efficient Consumer Response) Group since 1998 and has been in charge of coordinating the Austrian ECR Academic Partnership Award since 2009. She teaches a post-​graduate course in shopper marketing.

Her dissertation was awarded the distinction “outstanding” by the ECR Academic Partnership. She received the Innovative Teaching Award and several recognitions for outstanding research by WU Vienna.

Please find the link to our MSc Marketing:



Research Focus

Selected Publications

Current Lectures

Research Stays