Institute of Marketing and Innovation
The expertise of the Institute of Marketing & Innovation encompasses areas such as new product development, market analysis, consumer behavior and decision support, all areas connected with natural resources, food, nutrition and health, resources and social dynamics, the core topics of the University of Natural Resources and Life Sciences Vienna. The Institute has a research focus on decision making issues in agricultural and wood value chains (or even more general, in the biobased economy). Exemplarily, the research topics of the Institute can be summarized as follows: Models and methods in consumer behavior research, new product development and innovation management, quality management, functional foods, market potentials of innovations, general findings concerning decision support in the supply chains food and wood.
In addition to the research activities in connection with natural resources, the Institute is responsible for a significant part of lecturing (social- and economic sciences).
The staff of the Institute comprises the head of the Institute, Prof. Schiebel, four associated professors, one assistant professor, the secretary and a number of contract employees for research and lecturing. In addition, the Institute is supported by a large 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.