Work Focus

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.

Latest SCI publications

Latest Projects

Research project (§ 26 & § 27)
Duration : 2018-07-01 - 2019-06-30

Albania, Kosovo and other West Balkan countries face serious problems with the national food safety control system in terms of legislation, infrastructure, institutional capacity and enforcement which affect real and perceived safety risks for consumers. The following research questions will be addressed (with focus on Kosovo and Albania): Food safety - what is the level of consumer awareness and perception of food safety concerning domestic and foreign food products (current practices, trust, food safety labelling) and related purchasing and consumption? Which factors determine/influence the level of awareness and perceptions of food safety? Organic - what is the consumer awareness and perceptions for organic products? Which are the factors that determine/influence the perception and purchase of organic food products? What is the consumer perceptions, purchasing behaviour and preferences for the main agrifood products? Although the focus of the empirical research (surveys) will be on Kosovo and Albania, comparison with other West Balkan countries and more advanced EU countries like Austria will be done following extensive literature review. A better understanding of consumer preferences and motives concerning food safety and organic food production delivers a solid basis for future communication strategies to promote national food consumption and organic agriculture. Decision makers in policy will gain important information in respect to supporting food safety and environmental friendly production methods in Kosovo and Albania.
Research project (§ 26 & § 27)
Duration : 2018-06-04 - 2019-10-03

The Austrian program for rural development (LE program 2014-20) has to be supported in order to reach the pre-defined goals of the program. For this purpose, efficiency, effectivity and impacts of the promotions should be evaluated. The project focuses on the evaluation of the rural development program LE 14-20 including the following points: a) Evaluation of efficiency and effectivity / impact of interventions b) Working out suggestions for further implementation of the program c) Supporting a common learning process concerning evaluation The executive report will be transmitted to the European Commission in 2019. The report will focus on the degree of implementation, the effectiveness, and possible shortcomings of the program.
Research project (§ 26 & § 27)
Duration : 2017-04-01 - 2019-11-16

The project estimates in six scenarios the impacts of climate change and silvicultural adaptation measures on the significant GHG balance of the Austrian forests and related wood products/fuels (incl. avoided emissions from substitute products/fuels) until 2150. In addition, an analysis of these impacts on the Austrian forest and wood industry sector (the biggest economic sector in Austria) will be carried out (e.g. quantity and quality of wood delivery, needed technical adaptations). The socio-economic part of the project will provide an analysis and proposals for modifying the po-litical, legal and societal framework conditions in Austria for forest management and wood product use towards a GHG-optimised use. The results of the project are basic for needed societal transformations and adaptations to reach the Paris Agreement targets of a balance between GHG emissions and removals post 2050 and will identify needed adaptation measures in the Austrian wood industry due to climate change impacts and silvicultural consequences in the Austrian forests.

Supervised Theses and Dissertations