The expertise of the Institute of Marketing & Innovation encompasses areas such as new product development, market analysis, consumer behavior and decision support, setting these areas in connection to the fields of competence of the University of Natural Resources and Life Sciences Vienna (renewable resources and resource-oriented technologies, food-nutrition-health, resources and societal dynamics). The institute thus provides both practice and technical research with scientifically proven finding for decision support
The Institute’s main research can be cited as examples: Models and methods to explain consumer behaviour, new product development and innovation research, functional foods, quality management, marketing potential estimates for innovations, as well as general decision support in the agricultural and food sector and in the forestry and wood sector (or more generally in the bio-based economy).
In addition to numerous research activities, which focus on natural resources, the Institute is also responsible for lecturing a number of courses within social- and economic sciences at the University of Natural Resources and Life Sciences, Vienna.
The staff of the Institute comprises the head of the Institute, Prof. Riefler, four associated professors and the institute secretary, as well as a number of contract employees in research and lecturing. In teaching the Institute is supported by a number of external lecturers. The team “Market Analysis and Innovation Research” of the Kompetenzzentrum Holz GmbH (Wood K plus; www.wood-kplus.at) forms an important, affiliated part of the Instiutite.