Project Team

Christina Holweg joined the faculty at the Institute of Retailing & Marketing at WU Vienna in 2005 and is an assistant professor. She earned her master’s degree in business administration from the University of Graz (Austria) and extended her studies at New York University (USA) and Universidad de Salamanca (Spain). She received her doctorate in retailing and marketing from WU Vienna University of Economics and Business.Before her academic career, Christina was head of Procter & Gamble’s Department of Marketing for paper products in Austria and Switzerland. Among her functions in key account management, she was responsible for the REWE Group, including the introduction of new products and the implementation of category management projects. Mrs. Holweg has been an active member of the Austrian ECR (Efficient Consumer Response) Group since 1998 and has been in charge of coordinating the Austrian ECR Academic Partnership Award since 2009. She teaches a post-graduate course in category management and consumer research.Her dissertation was awarded the distinction “outstanding” by the ECR Academic Partnership in 2008. She received the WU Innovative Teaching Award in 2005 and the Austrian Sales Promotion Prize in silver for an e-commerce marketing project presented at the ECR Europe Conference in Barcelona in 2001.

[More Information about Christina Holweg - in English & in German]

  Eva Lienbacher received a Masters and a Doctoral Degree in Business Administration from WU Vienna. From 2008 to 2012, she worked full-time as a teaching and research associate at the Institute for Retailing and Marketing (WU Vienna); since 2013, she has held a position there as an Assistant Professor. From September 2014 to March 2015 she is on sabbatical as an Associate in the Department of Psychology at the Harvard University and as a Visiting Assistant Professor at Arizona State University’s GeoDa Center for Geospatial Analysis and Computation in the School of Geographical Sciences and Urban Planning.
In her thesis entitled, “Corporate Social Responsibility in Retailing: Discussion and Empirical Investigation of Social Supermarkets as Alternative Retailers,” she investigated the concept of corporate social responsibility in food retailing. Her work garnered the Vienna Award for Retailing Research 2012, the Maria Schaumayer Award 2012, and the Stephan Koren Award 2013.Her current research projects include the study of the behavior of elderly consumers in food retailing, the investigation of a new type of retailer, the “Social Supermarket,” projects related to retail and geospatial methods, and topics concerning retail marketing in general (e.g. trends in retailing, pop-up-stores, and more).

[More Information about Eva Lienbacher - in English & in German]