Außenansicht des D2 Gebäudes

ao. Univ. Prof. Mag. Dr. Elfriede PENZ, MAS, Eur. Ph.D.

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ao.Univ.Prof. Mag.Dr.phil. Elfriede Penz, BA

Elfriede Penz

Deputy Head of the Institute, Associate Professor

Academic Career

  • 2007: Habilitation (equivalent of Associate Professor) WU Vienna University of Economics and Business, Austria

  • 2005: Visiting Scholar University of Lancaster, Management School, Department of Marketing, United Kingdom

  • 2001: Master of Advanced Studies (MAS) in Cultural Management Vienna University of Music and Performing Arts, Austria

  • 1997 – 2001: European Ph.D. on Social Representations and Communication

  • 1996 – 1999: Ph.D. in Psychology University of Vienna, Department for Economic Psychology, Austria

  • 1995: „International Research Program on Social Representations“ Erasmus Program Sapienza - Università di Roma, Faculty of Psychology, Italy

  • 1990 – 1996: Magister (Master) in Psychology University of Vienna, Department for Economic Psychology, Austria

Research Interests & Involvement in Projects

  • Collaborative Consumption

    • Influence of Power and Trust on Cooperation in the Sharing Economy. Three-years project funded by the FWF (2017-2020). (show more)

  • Copyright

    • INTER!ACT is a Top Citizen Science Project and aims to develop an experimental demonstrator for an electronic interaction and discussion platform, which enables citizens of all stakeholder groups (users, authors, publishers, etc.) to participate in drafting and discussing model proposals for copyright regulations (2017-2019). (show more)

  • Counterfeits

    • COUNTER is a European research project exploring the consumption of counterfeit and pirated leisure goods. Funded by the European Commission’s Framework 7 programme (FP7), the COUNTER research project is designed to collect data, generate knowledge and disseminate findings on the European landscape for the consumption of counterfeit consumer goods

  • Sustainable Consumer Behavior / Consumption (Research Contract with WU)

  • Identity and Consumer Behavior (Jubiläumsfonds der Stadt Wien).


Visiting Lectureships & Summer Programs  

  • Lappeenranta University of Technology (Finland): Master Program (Understanding consumer behaviour in a global and online environment)

  • Universidad Pablo de Olavide (Seville, Spain): Master Program (Global Environment)

  • Hanken School of Economics (Helsinki, Finland): Master Program (Empirical Research Methods)     

  • University of Murcia (Spain): Master Program (Consumer Behavior and New Technologies)

  • University of Manchester - Manchester Business School (UK): MSc-Program, PhD Program (Research Methodology)  

  • Lund University - School of Economics and Management (SE): Faculty and PhD Program (NVivo Training)  

  • Aston University (Birmingham, UK): Undergraduate Program (International Marketing)  

  • University of Economics (Prague, CZ): Undergraduate Program (International Marketing)  

  • University of Ljubljana (SI): Undergraduate Program (Consumer Behaviour, Cross-cultural Marketing Research)  

  • University of Vienna (AT): Master Program (Psychological Aspects in Marketing)

  • International Summer - University Kiev (UA): "International Marketing"    

  • International Summer - WU Vienna (AT): "International Marketing", "Marketing"


  • Senator Wilhelm Wilfling-Preis 2017

  • Research Contract from WU 2012  

  • WU-Best Paper Award der Stadt Wien 2009  

  • Best Poster Award at the EIBA, Talinn, Estland, 2008   Award for Innovative Teaching at WU (Virtual Seminar), 2008  

  • Outstanding Paper in Marketing awarded by Emerald Literati Network, 2005 (Qualitative Marketing Research: An International Journal; Vol 8, Issue 1, 2005)  

  • Best Paper Award at AIB/UK, Manchester, 2006  

  • Erste Bank Preis für Zentraleuropaforschung (CEE), 2004  

  • Winner of the Special Session Award for the Global & Societal Issues Track, AMA Winter Educators' Conference, Houston, USA, 2002  

Training and Consultancy  

  • since 2013 advisory capacity to the Austrian Federal Economic Chamber and Vienna Business Agency (Wirtschaftsagentur Wien)  

  • since 2012 Consultant (short term) UNCTAD/World Bank, Investment Issues Branch, Division on Investment and Enterprise, Geneva  

  • since 2010 independent Trainer for NVivo at QSR International


  • Association of Consumer Research (ACR)

  • Academy of International Business (AIB)

  • American Marketing Association (AMA)

  • European Marketing Academy (EMAC)

  • International Association for Research in Economic Psychology (IAREP)

  • International Association of Applied Psychology (IAAP)  

Editorial Board 

  • Journal of International Business Studies

  • Journal of Business Research

  • Psychology & Marketing

  • Journal of Consumer Marketing

  • International Journal of Business Environment

Responsibilities in boards and commissions

Office hours: by arrangement