Prof. Dr. Katharina Auer-Srnka

o. Professor

University of Innsbruck
Department of Strategic Management, Marketing and Tourism
Universitätsstr. 15
Room: o.3.23
6020 Innsbruck
Austria / Europe
Phone: +43 512 507 7201
Email: katharina.auer-srnka@uibk.ac.at

auer-srnka-katharina
Vita:
  • Born in 1972 in Vienna
  • 1994 Research Assistant at the Institute for Human Sciences, Vienna
  • 1996 Lecturer, and later Assistant Professor of Marketing at the University of Vienna
  • 2000 Doctoral Degree in Social and Economic Sciences at the University of Vienna
  • 2003-2006 Visiting Professor of Marketing at Solvay Business School (MBA Program), Université Libre de Bruxelles
  • 2005 Research Stay at University of Otago, Dunedin, New Zealand
  • 2006 Habilitation at the University of Vienna
  • 2007 - May 2009 Associate Professor of Marketing at the University of Vienna
  • Since June 2009 Swarovski Crystal Professor in Multcultural Brand Research at the University of Innsbruck

 

 Areas of Research:

  • Consumer Behavior & Quality of Life-oriented Marketing (Seniors & Other Special Needs Customers)
  • Integrated Research Methodology

 

Projects:
  • Retail 60+ II: Non food (in cooperation with: Michaela Beranek, Wolfgang Weitzl, Robert Zniva; project partner: Reinhard Grohs; supporting institution: UMDASCH AG)
  • Retail 60+: Food (in cooperation with: Michaela Beranek, Wolfgang Weitzl, Robert Zniva, project partner: Adel El-Ansary & Reinhard Grohs; supporting institution: UMDASCH AG)
  • Unternehmensführerschein - Modul C (in cooperation with: Martina Brammer, Markus Günther, Sabine T. Koeszegi, Petra Inwinkl, Alexander Schopper; supporting institution: Chamber of Commerce Austria)
  • Ethics in Marketing: A Comparison of Austrian and Polish Marketing Exchange Partners Based on Role play-simulations (in cooperation with: Maria Helen Fuchs; supporting institution: Wirtschaftskammer Österreich)
  • Cultural Influences on Management Decisions (in cooperation with: Alexandra Schneider; supporting institution: Julius Raab-Fund)
  • Cultur and Consumer Decision Processes (supporting institution: Federal Fund for Scientific Research (Erwin Schrödinger-Grant))

 

Publications:

  • Auer-Srnka, K.J. (2009): Qualitative und kombinierte Methoden in der wissenschaftlichen Marketingforschung: Theoretische Betrachtung und Literaturanalyse, der markt - Journal of Marketing, Special Issue: Qualitative Marketing-Forschung - Konzeptionelle Entwicklung und Methodische Trends 48, pp. 7 - 20. (available as online first-issue (Publisher: Springer))
  • Auer-Srnka, K.J./Koeszegi, S.T. (2009): Erratum on "From Words to Numbers", published in SBR 59 (January), to be published in : Schamlenbach Business Review 61 (January), pp. 112 -113
  • Auer-Srnka, K.J. / Meier-Pesti, K. / Griessmair, M. (2008): Ältere Menschen als Zielgruppe der Werbung: Eine explorative empirische Studie zu Wahrnehmung und Selbstbild der "Best Ager" sowie stereotypen Vorstellungen vom "Alt-sein" in jüngeren Altersgruppen, der markt 47 (186), pp. 100 - 117
  • Srnka, K.J. (2007): Integration qualitativer und quantitativer Forschungsmethoden: Der Einsatz integrierter Forschungsdesigns dals Möglichkeit der Theorieentwichklung in der Marketingforschung als betriebswirtschaftliche Disziplin, Marketing - Zeitschrift für Forschung und Praxis 20 (4), pp. 247 - 260
  • Srnka, K.J. /Gegez, A.E./Arzova, S.B. (2007): "Why is it (Un-)Ethical: Comapring Potential European Partners - A Western Christian and an Eastern Islamic Country - on Arguments Used in Explaining Ethical Judgements" , in Journal of Business Ethics 74 (2), pp. 101 - 118 (available online (Publisher Springer)
  • more ...