Barbara STOTTINGER

Professor (Education Track)

Marketing

Biography

With over 25 years of experience in academia and academic management, Dr. Barbara Stöttinger has built a distinguished career, most notably as Dean of WU Vienna’s Executive Academy over the past 9 years. In this role, she oversaw a diverse portfolio of post-experience education, including EMBA, LLM, specialized master’s programs, and the Executive Education division. Her longstanding track record as an executive educator in Marketing and International Marketing spans North America, Europe, and Asia, earning her several prestigious teaching awards in recognition of her excellence.

Dr. Stöttinger is driven by a profound passion for teaching and learning, firmly believing in the transformative power of knowledge and the importance of fostering a diverse network of curious minds to shape the future. Her leadership approach uniquely combines strategic thinking with operational execution, inspiring those around her while leading by example. Known for her solution-oriented mindset, she excels in identifying and nurturing individuals’ strengths, creating collaborative environments that promote high performance, even under pressure. Her unwavering commitment to her values provides clarity and direction, enabling her to effectively motivate teams and drive impactful outcomes.

Her research interests focus on international export and pricing issues, as well as international consumer behavior. Dr. Stöttinger‘s scholarly work has been published in well-established journals in the field, including the Journal of International Marketing, Business Horizons, International Business Review, Management International Review, Marketing Education Review, Psychology & Marketing, Journal of Consumer Behavior, and International Marketing Review. Additionally, she is a co-author of a widely used textbook on Global Marketing Management.

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Scientific articles

Towards a general model explaining physical and digital counterfeits

Marketing Intelligence and Planning, 2021, vol. 39, n° 7, pp 873-892, (in coll. with F.-J. Molina-Castillo, E. Penz)

Neither an Authentic Product nor a Counterfeit: The Growing Popularity of Shanzhai Products in Global Markets

Canadian Journal of Administrative Sciences - Revue Canadienne des Sciences de l'Administration, 2019, vol. 36, n° 3, pp 306-321, (in coll. with Y. Qin, L. H. Shi, E. Cavusgil)

Balancing territorial identities: How consumers manage their ethnic, regional, and national identities in daily life and consumption situations

International Marketing Review, 2019, vol. 36, n° 5, pp 805-827, (in coll. with E. Penz)

Integrating consumers’ motives with suppliers’ solutions to combat Shanzhai: A phenomenon beyond counterfeit

Business Horizons, March-April 2018, vol. 61, n° 2, pp 229-237, (in coll. with Y. Qin, L. H. Shi, L. Song, K. (. Tan)

The State of Business Education and Research - Perspectives from Educational Leaders around the Globe

Rutgers Business Review, Fall 2016, vol. 1, n° 1, pp 1-26, (in coll. with C. EVIRGEN, L. LEI, P. MOIZER, R. D. PHILLIPS, M. WILSON)

Chapters in edited books

European Business Marketing

The Routledge Companion To European Business, Gabriele Suder, Monica Riviere, Johan Lindeque, Francis & Taylor Publishing, 6 , 250-270

Analysis of Anti-Counterfeiting Tactics to Diffuse Consumer Demand

Handbook Of Research On Counterfeiting And Illicit Trade, Peggy E. Chaudhry, Edward Elgar Publishing, 5 , 387-403

Counterfeits in Online Retailing: How they are sold and what can be done to fight back

Ethics In Marketing ¿ International Cases And Perspectives, Murphy, P., Laczniak, GR and Prothero, A., Routledge, London, 1-15

Fifty Years of Empirical Research on Country of Origin Effects on Consumer Behavior: a Meta Analysis

Developments In Marketing Science, Petruzzellis, Luca; Winer, Russell S., Springer, New York, 505-510