Prof. Dr. Hans Mühlbacher

o. Professor

Innsbruck University School of Management
Department of Strategic Management, Marketing and Tourism

Universitaetsstr. 15
Room o.3.21
6020 Innsbruck
Phone: +43 (0) 512 507 7202



Hans Mühlbacher is Professor of Business Administration and Head of the Department of Strategic Management, Marketing and Tourism at the Innsbruck University School of Management. he holds regular visiting appointments at the Université de Paris II, Panthéon-Assas as well as the Ecole Supérieure des Sciences Economiques et Commerciales (ESSEC), Cergy-Pontoise, France.  He has published widely in academic journals, including the International Journal of Research in Marketing, the Journal of Business Research, the European Journal of Marketing, and the Journal of Marketing Management. Having served as President of the European Markting Academy and as the editor of Marketing - ZFP, the leading marketing journal of German language, he is Associate Editor for International Business of the Journal of Business Research and member of the editorial board or review board of several internationally well respected journals.


Dr. Mühlbacher has taught a broad range of subjects in credit and noncredit formats to undergraduates, graduates, doctoral students and executives in Austria, Brazil, France, Germany, Italy, Malaysia, Thailand, Poland, Hungary, Switzerland, the UK and the USA. He has internationally been active as a consultant and coach to companies and institutions of all sizes.


Dr. Mühlbacher´s research interests focus on strategy formation, multicultural branding and new product development.