Institute of Marketing and Innovation

Research Focus

The Institute of Marketing and Innovation at BOKU (University of Natural Resources and Life Sciences, Vienna) sees itself as an academic partner for questions regarding marketing, consumer research and innovation management in the context of sustainability and bioeconomy.

We focus on the important questions regarding the future of sustainable economic development from the perspective of consumers and companies. In particular, we research and teach on biogenic and innovative value chains in agriculture, forestry, the wood and food industry.

We research in 4 focus areas regarding motives, decision-making processes and behavior at the individual (consumers) and organizational level (companies) in order to better understand (sustainable) consumption and the acceptance of innovation. In doing so, we consider the aspects and actors along value chains as well as the political conditions that influence decisions and behavior. We have particular expertise with products and services from agriculture, forestry, the wood industry and the food industry.

Affiliated with the institute is the team “Sustainable Innovation & Impact Assessment” of the Kompetenzzentrum Holz GmbH (Wood K plus; www.wood-kplus.at/). The Sustainable Innovation & Impact Assessment team (SIIA) works at the interface of technology and economics with the aim of successfully designing innovation processes by providing tailored information..

The Institute's research, teaching and Third Mission aims to contribute to the United Nations’ Sustainable Development Goals 9 (support innovation), 12 (ensure sustainable consumption) and 13 (combat climate change).

The Institute publishes its research in national and international journals. Thank to its strong focus on bridging science and practice in the area of a consumer-oriented bioeconomy, the Institute makes a contribution to society.

In addition to the research activities in connection with natural resources, the Institute is responsible for a significant part of lecturing at the University of Natural Resources and Life Sciences. Furthermore the Institute engages in continuous knowledge transfer by presenting research results to relevant stakeholders of the society.