Department of Economics and Social Sciences
Institute of Marketing & Innovation

Feistmantelstraße 4
1180 Vienna, Austria
Tel.: + 43 1 47654-73516
Fax: + 43 1 47654-73509
E-Mail: rainer.haas(at)


Rainer Haas is a graduate of the Institute of Agricultural Economics at the Universität für Bodenkultur Wien ( Doctorate 1998 for his research about customer satisfaction with an online food shopping mall. He got several awards such as the Austrian Agricultural Marketing Award 1998 and the Austrian Agrana Research Award in 2001 and 2006. Habilitation (venia docendi) in Marketing in 2004. In 2010 he was visiting professor at the University of Florida in Gainesville ( ) from January 2010 until May 2010. He is/was reviewer for Appetite, Journal of Applied Economics, Journal of Market-Focused Management, Die Bodenkultur and the Austrian Society of Agricultural Economics. Since 2007 he is member of the Scientific Advisory Board, International European Forum on System Dynamics and Innovation. Bonn, Germany.

He currently teaches "Communication and Media Planning", "Knowledge Management", "E-Business in the Food Value Chain", "Computerbased Marketingsimulation", "Marketing project", "Cross Cultural Communication" and the international videoconference based Global Seminar. Since he started teaching at the BOKU he supervised more than 1400 exams.

He published and edited numerous articles and several books. Recently he published together with Oliver Meixner the book Wissensmanagement und Entscheidungstheorie. He also published as editor and author Looking east looking west. Organic and quality food marketing in Asia and Europe. This book represents a unique collection of European and Asian perspectives on the production, trade and consumption of high quality food. ISBN: 978-90-8686-095-1.


Current and recent projects:

2014-2017 Food Quality and Consumer Studies. The aim of the project is to modernize and improve the quality of university education in the field of food science, food marketing and consumer studies by transfer of innovation and creation of new values in the project consortium of 10 partners from 9 EU countries. Link:

2013-2014 Green Oasis. Branding analysis of the potential of local agricultural products within the Cross Border Area of Posavina (Croatia and Bosnia Herzegovina).

2010-2012 Kosovo Project: Curriculum development and innovative teaching methods for the International Business College Mitrovica, Kosovo. Link (neues Fenster: A SPARK project. Link:

2010-2014: Atlantis Excellence in Mobility Program “Meeting Consumer Needs for Safe High Quality Food Products”. Curriculum development, teaching and knowledge exchange. EU Number: 181228. Link:

e-trust: Building Trust for Quality Assurance in Emerging E-Commerce Markets in Food Chains (6th framework programme of the European Commission)

US-organic: Purchase intention of Austrian distribution channel operators towards organic products from the US. (USDA)

Trophelia:  Student food innovation award in Europe at the SIAL (the global food marketplace), Paris. (LVA-Lebensmittelversuchsanstalt)

BEAN-QUORUM: Overall improvement of the quality of agri-food products is a strategic task for agriculture and rural economic development and has become a policy priority. The key words when talking about agriculture and food products are quality and safety. The Asia-Link BEAN-QUORUM project is aimed at creating a network of Asian and European higher education institutions that are interested in the marketing issues regarding quality food and organic food products.


Unpublished presentations

Evaluated as best presenter in 2007 and 2008 at Future Network Seminars. 


for Appetite, Journal of Applied Economics, Journal of Market-Focused Management, Journal of Renewable Agriculture and Food Systems, Journal of Agriculture and Human Values, Die Bodenkultur and the Austrian Society of Agricultural Economics.

Supervised Diploma thesis

Member of Scientific Societies in ... 

ÖGA, EFITA, Space, European Association of Agricultural Economics, Forum Agrarmarketing, Verband der Agrarjournalisten Österreichs
Scientific Advisory Board of the International European Forum on System Dynamics and Innovation. Bonn, Germany.

Member in Administrative Groups at BOKU

  • Member of the Editorial Board of "Die Bodenkultur" Journal

  • CEEPUS Koordinator für Studierende der Agrarwissenschaften und der Agrar- und Ernährungswirtschaft

  • USA Studienkoordinator für Agrar- und Ernährungswirtschaft

  • Member of the International Plenum and "Auslandsbeirat" of the BOKU

  • International Coordinator for the Department of Economic and Social Sciences