Aller au contenu principal
A propos d'HEC A propos d'HEC
Summer School Summer School
Faculté et Recherche Faculté et Recherche
Bachelor Programs Bachelor Programs
MBA Programs MBA Programs
Programme PhD Programme PhD
Executive Education Executive Education
HEC Online HEC Online
A propos d'HEC
En bref En bref
Qui sommes-nous ? Qui sommes-nous ?
Egalité des chances Egalité des chances
HEC Talents HEC Talents
International International
Sustainability Sustainability
Diversité et inclusion Diversité et inclusion
Fondation HEC Fondation HEC
Vie du campus Vie du campus
Rapport d'activité Rapport d'activité
Summer School
Youth programs Youth programs
Summer programs Summer programs
Online Programs Online Programs
Faculté et Recherche
À propos À propos
Corps professoral Corps professoral
Départements Départements
Centres Centres
Chaires Chaires
Financements Financements
Knowledge@HEC Knowledge@HEC
Grande Ecole
& Masters
Grande Ecole
Master in Management
Grande Ecole
Master in Management
Programmes
Masters
Programmes
Masters
Doubles
Diplômes
Doubles
Diplômes
Programmes
Bachelor
Programmes
Bachelor
Programmes
Summer
Programmes
Summer
Exchange
students
Exchange
students
Vie
Etudiante
Vie
Etudiante
Notre
différence
Notre
différence
Bachelor Programs
Vue d'ensemble Vue d'ensemble
Course content Course content
Admissions Admissions
Fees and Financing Fees and Financing
MBA Programs
MBA MBA
Executive MBA Executive MBA
TRIUM EMBA TRIUM EMBA
Programme PhD
Overview Overview
HEC Difference HEC Difference
Program details Program details
Research areas Research areas
HEC Community HEC Community
Placement Placement
Job Market Job Market
Admissions Admissions
Financing Financing
FAQ FAQ
Executive Education
Accueil Accueil
Qui sommes-nous ? Qui sommes-nous ?
Univers de formation Univers de formation
Programmes Programmes
Offres entreprises Offres entreprises
Événements/Actualités Événements/Actualités
Contacts Contacts
HEC Online
En bref En bref
Programmes Executive Programmes Executive
MOOCs MOOCs
Summer Programs Summer Programs
Youth programs Youth programs

Barbara STOTTINGER

Professeur (Education Track)

Marketing

 Profile picture

Biographie

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.

Articles scientifiques

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, mars-avril 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, automne 2016, vol. 1, n° 1, pp 1-26, (in coll. with C. EVIRGEN, L. LEI, P. MOIZER, R. D. PHILLIPS, M. WILSON)

Chapitres d'ouvrages

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

Articles scientifiques

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)

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)

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)

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

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

Chapitres d'ouvrages

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

Formation

  • Ph.D., Economie, Université de Vienne - Autriche

Nominations académiques

Responsabilités académiques à HEC

  • 2024- Professeur (Education Track), Marketing HEC Paris

Responsabilités académiques externes

  • 2015-2024 Dean - WU Executive Academy Vienna University of Economics and Business