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Barbara Stöttinger

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ao.Univ.Prof. Mag.Dr.rer.soc.oec. Barbara Stöttinger

Barbara Stöttinger

Dean WU Executive Academy, Associate Professor International Marketing Management

Academic Career

Dr. Barbara Stöttinger is an Associate Professor at the Institute of International Marketing Management and Academic Director for the Professional MBA Marketing & Sales at WU Vienna. She is a member of the Academy of International Business, the European Marketing Academy (EMAC), the European International Business Academy (EIBA), the Consortium of International Marketing Research (CIMaR) and the Academy of Marketing Science (AMS). She has served on the editorial board of the Journal of International Marketing (JIM, 2003-2007) and the Journal of Teaching in International Business (ongoing).

  • 2014 Visiting Scholar Gustavson School of Business, University of Victoria, Canada

  • 2003 Habilitation (equivalent of Associate Professor)WU Vienna University of Economics and Business,Austria

  • 1993 Ph.D. WU Vienna University of Economics and Business, Department of Marketing,Austria

  • 1989 Magister (Master) in Business Administration specialization in Handelswissenschaften/International Business AdministrationWU Vienna University of Economics and Business,Austria  

  • Research & Study stays: Michigan State University, United States University of Texas/Austin, United States ESSCA, France University of Surrey, United Kindom

Research Interest  

  • Global pricing strategies of SMEs  

  • Identity and Consumer Behavior  

  • Consumption of counterfeit products

  • Consumer bargaining


Dr. Stöttinger's main research interests are in global marketing, with particular focus on global pricing strategies, the internationalization process of small and medium-sized industries, export performance and factor of success research, and special issues in international consumer behavior. Her work has been published in leading journals such as Journal of International Marketing, Advances in International Marketing, International Business Review, Management International Review, Marketing Education Review, Psychology & Marketing, Journal of Brand Management, Journal of Consumer Behavior, Business Horizons and International Marketing Review. She is also the co-author of a textbook on Global Marketing Management (in German, with Warren J. Keegan and Bodo B. Schlegelmilch, Oldenbourg, Munich, 2002).  

For a full list of publications see: PURE list of Publications

Teaching & Training

Dr. Stöttinger has extensive experience as lecturer and executive educator in Marketing and International Marketing at institutions in North America (e.g., Texas A&M University, University of Victoria), Europe (e.g., Aston Business School, ESC Bordeaux, University of Ljubljana, VSE Prague, GSOM St. Petersburg) and Asia (e.g., Vietnam; Thailand), as well as in Austria and other Professional MBA Programs at WU Vienna (Vienna, Bucharest).

Bachelor/Master-Level (WU Wien)

  • Foundations in International Marketing & Management  

  • International Marketing (Cross-Functional Management)

  • Marketing Didactics

  • Special Topics in International Marketing Executive Education (past and ongoing)  

Professional MBA

  • Project & Process Management (Vienna, Bucharest)  

  • PMBA Controlling & Finance  

  • PMBA Health Care Management

  • PMBA Energy Management

  • DBW (Diplombetriebswirt)

International Summer Universities  

  • ISU Vietnam (2008, 2011), "International Marketing" (English)  

  • ISU Thailand (2003, 2008), "International Marketing" (English)  

  • ISU GSOM St. Petersburg, Russia (2009, 2010, 2011)  


  • WU Excellence in Teaching Award (2015, Special Topics in International Marketing)

  • WU Innovative Teaching Award (2010; Marketing Didactics)  

  • Best Poster Award - EIBA Annual Conference, Tallinn, 2008  

  • WU Publication Awards ( 2008, 2009, 2014)  

  • Erste Bank Preis für Zentraleuropaforschung (2004, research award endowed with € 20.000)  

  • Best Article Award, 2004, Marketing Education Review  

  • Outstanding Teaching Award 2000, 2002 and 2008 in the International MBA program of WU-Wien/University of South Carolina  

  • Literati Award for a contribution in "International Marketing Review" (1998)


  • American Marketing Association (AMA)  

  • European Marketing Academy (EMAC)  

  • Academy of International Business (AIB)  

  • European Acacemy of International Business (EIBA)  

  • Consortium for International Marketing Research (CIMaR)

Professional Experience

Dr. Stöttinger has gained industry experience as a product group manager in the consumer electronics industry and has consulted and/or conducted executive training with companies like 3M, Johnson & Johnson Medical, Austrian National Bank, American Chamber of Commerce, University of Veterinary Medicine Vienna, Europapier, KTM, Umdasch, Reuters, T-Mobile, Agrana, Philips, Worthington.

Office hours: by arrangement