Prof. Dr. Kristina Harthaller

Business Administration | Omnichannel Marketing & Sales +43 512 2070 - 3131 kristina.harthaller@mci.edu

Berufliche Erfahrung

02/2024 - heute
02/2023 - heute
Fachbereichsleitung Marketing & Sales - MCI Management Center Innsbruck
10/2021 - 01/2024
Assoziierte FH-Professorin am Department Wirtschaft & Management - MCI Management Center Innsbruck
09/2021 - 10/2021
Senior Lecturer am Department Wirtschaft & Management - MCI Management Center Innsbruck
03/2019 - 08/2021
Postdoc, Projektleiterin und Leiterin des Kompetenzzentrums Omnichannel & Customer Experience Management - Forschungszentrum für Handelsmanagement, Universität St.Gallen
04/2014 - 02/2019
Wissenschaftliche Mitarbeiterin & Doktorandin - Forschungszentrum für Handelsmanagement, Universität St.Gallen
03/2013 - 09/2013
Media & Kommunikation (Praktikum) - Swarovski KG
02/2011 - 08/2011
Marketing & Sales (Praktikum) - Olympiaworld Innsbruck

Ausbildung

04/2014 - 02/2019
Dr. oec. HSG - Universität St.Gallen
Doktorat in Betriebswirtschaftslehre
08/2011 - 06/2012
EM Business School Strasbourg
ERASMUS Austauschjahr
09/2008 - 12/2013
Mag. - Universität Innsbruck
Internationale Wirtschaftswissenschaften (Spezialisierung: Marketing)

Lehr- und Vortragstätigkeit

11/2024 - 11/2024
TIROLER Wirtschaftskammer
KI im Gewerbe - Chancen & Herausforderungen
09/2024 - 09/2024
TIROLER Wirtschaftskammer
KI im Handel - Chancen & Herausforderungen
05/2024 - heute
ZHAW School of Management and Law
AI-gesteuerte Kundenberatung und -service im Vertrieb
09/2021 - heute
MCI Management Center Innsbruck
Consumer Psychology & Neuromarketing, Cause Marketing, Digital Transformation, Omnichannel Commerce, International & Global Marketing, Marketing Research & Intelligence, Marktbearbeitung & Vetrieb, Design des Marktangebots, Marketing & Sales II
04/2021 - heute
Bodensee Campus GmbH
Retail Marketing, Markt- und Werbepsychologie
02/2020 - 06/2023
Universität St.Gallen
Retailing Innovations
03/2019 - 03/2021
Universität St.Gallen (Executive Education)
Moments-of-Truth – How Can Retailers Increase Loyalty for Different Customer Segments?, ROPO Reality – How Can Retailers Steer the Customer Journey?, Neue Kanäle in Zeiten der Digitalisierung und Vertikalisierung, Omni-Channel & Customer Journey Management
02/2019 - 06/2021
Universität St.Gallen
Erfolgreiches Management der Digitalen Transformation, Digitale Disruption im Retailing, Funktionales Marketing
04/2015 - 04/2015
Sandoz Pharmaceuticals AG
Der neue Gesundheitsmarkt: Gefahren und Chancen

Praxisrelevantes Forschungsprojekt

04/2021 - 03/2024
Projektmitarbeiter - Swiss National Science Foundation
Marketing Education in a Digital World: The Impact of Gamified Experiential Education in Transformative Learning

Auszeichnung

02/2021 - 02/2021
American Marketing Association (AMA)
2021 AMA’s Retail and Pricing SIG Best Paper award for a paper published in 2019 that has made a significant contribution to the retail or pricing literature
05/2020 - 05/2020
Journal of Retailing
2020 Davidson Award for the best paper best paper published in the Journal of Retailing in 2019
01/2019 - 12/2019
EHI Retail Institute
Science Award Nomination (Top Dissertations)
01/2017 - 12/2017
European Marketing Academy (EMAC)
EMAC Best Paper Award Finalist (Top 20 Papers)

Funktion in Berufsverbänden bzw. akademischen Verbänden

01/2020 - heute
Mitglied - Association for Consumer Research (ACR)
01/2017 - heute
Mitglied - European Marketing Academy (EMAC)
01/2017 - heute
Mitglied - American Marketing Association (AMA)

Mitgliedschaft im Aufsichtsrat und ähnlichen Gremien

11/2024 - heute
Wissenschaftlicher Beirat - Bachelorstudiengang Luxury Hotel Management (Bodensee Campus)

Veröffentlichungen in Fachzeitschriften (peer reviewed)

Kleinlercher, K., Linzmajer, M., Verhoef, P.C., & Rudolph, T. (2020). Antecedents of Webrooming in Omnichannel Retailing. Frontiers in Psychology, https://doi.org/10.3389/fpsyg.2020.606798

Betreute Bachelorarbeiten

Hackl Sophie (2025): Perception of Virtual Influencers: Analyzing Warmth and Competence through the Stereotype Content Mode
Brühl Lukas (2025): The Impact of Shared Brand Experiences and Member Identity on Consumer Behavior: A Qualitative Study in a Community Sport Setting
Eifert Anne (2025): Competing or Non-Competing. The Influence of the Choice of Sponseee on Customers' Purchase Intention in the Alpine Skiing Industry
Scalet Sophia (2024): The Role of Emotions in Bookfluencing: How Positive and Negative Emotional Content Affects Consumers' Trust and Purchase Intention
Westreicher Simon (2024): Social Commerce Usage: The Influence of Social Media Platform Type, UTAUT Variables, Trust and Cognitive Dissonance
Sharma Pawla (2024): Using Technology to Minimize the Risk of Counterfeited Goods and to Increase Customer Experience in Secondhand Luxury Fashion.
Brenner Paul Constantin (2024): Threshold-Based Free Shipping: The Effect of Information Cues Justifying the Shipping Policy on Consumers' Fairness Perceptions and Intention to Shop
Maiello Melanie (2024): Framing Effects of Minimum Basket Value for Free Shipping in E-Commerce: an Experimental Approach
Erhart Marielen Greta (2024): Psychographic Factors and Their Influence on Customers' Intention to use Social Commerce for Fashion Items
Dusaj Leonardo (2024): A Quantitative Analysis of the Influence of Loneliness, Anxiety, Neuroticism and Susceptibility to Peer Influence on Impulsive Buying Behaviour
Kostner Julia (2024): The Impact of Peer Communication on Consumer Trust and Purchase Intention in Social Commerce
Ruetz Jana (2024): Die Bedeutung nachhaltiger Versandmaßnahmen im österreichischen Onlinehandel unter Berücksichtigung des Konsumentenverhaltens
Krõlova Arina (2024): Frontline Employee Inspiration in Retail: A Phenomenological Study of Its Nature, Sources, and Boundary Conditions
Niedermair Andreas (2024): Analyse der Kaufmotive im Online-Lebensmittelhandel Österreichs anhand verhaltensorientierter, geographischer, psychographischer und demographischer Kriterien
Szilagyi Viktoria (2023): The Effect of Gamification on Attendees' Participation and Engagement at Large-Scale Online Business Events
Höliner Valentina (2023): The Impact of Brand Hate and Online Negative Word of Mouth on Consumers' Buying Behaviour
Byrnes Tomi (2023): Triggering Customer Attention and Engagement in Video Sharing Apps: A Qualitative Investigation of Generation Z
Zanon Simon (2023): The Impact of Event Sponsorship on Brand Loyalty and Brand Image Among Austrian Consumers
Siegel Miriam (2023): Weißes Gold wird grün - Die Zukunft des Skitourismus in Tirol
Schreiner Michael (2023): In-Store Smart Retailing: A Study on Factors Influencing the Consumers' Willingness to use Cashier-Free Grocery Stores in Austria
Schrade Laureen (2023): The Effect of Seasonal Free Shipping Promotions on the Smart Shopper Feeling and the Customer Purchase Intention in Online Shops
Jehle Andreas (2023): The Sustainable Development Goals as Incentives for Enhancing Competitiveness in SMEs
Meran Amelie (2023): Zahlungsbereitschaften für produkt- und servicebezogene Leistungen in Auto-Abonnements
Trost Susanne (2022): Customer Experience Management als Erfolgsfaktor für den Stromvetrieb am Beispiel der Generation Y
Fahmi Mario (2022): Die Effizienz der verschiedenen Vertriebskanäle im regionalen Bankensektor
Dervisevic Lejla (2022): Eine Imageanalyse eines Tiroler Einkaufszentrums als Basis der Kundengewinnung
Luchner Lara (2022): Success Factors of Social Commerce in Western Countries - Learnings From China
Brugger Katharina (2022): The Effects of Electronic Word of Mouth on People's Willingness to Pay in Austria
Kopański Kacper (2022): Restaurants and Online Food Delivery Platforms in Poland - A Perspective for Improving Customer Acquisition and Retention

Betreute Masterarbeiten

Quintero Julia (2025): Understanding the Impact of Promotions on Consumer Purchasing Behaviour Towards Near-Expiry Groceries.
Balaj Aliseia (2025): An Empirical Study of Consumer Buying Intention and Willingness to Pay Towards Green Cosmetic Products in Austria
Daum Tanja (2024): Revealing the Effects of Impulsive Buying and the Respective Influence of Regulatory Focus
Schöber Maximilian (2024): Omni-Channel Integrations in Retailing - How Integrations Differ and What Affects a Customer's Intention to use Them
Zanotti Marlene (2024): Optimising Customer Experience in Hospitality - The Impact of Touchpoint Satisfaction on Affective, Relational, and Sensory Experience
Brüssermann Lisa (2024): The Influence of Ephemeral Content on Content Recall, Brand Perception, and Engagement Levels on Social Media
Stinglhammer Lena (2024): Drivers of Frontline Employee Inspiration in Retail
Brugger Katharina (2024): The Impact of Product Recommendations on Consumers' Purchase Intention in Contingent Free Shipping Environments
Miletic Katarina (2024): Improving Pit Stop Experiences: A Gap Analysis of Customers' Expectations and Companies' Perceptions in Car Repair Shops
Sperling Julia (2024): Opportunities, Challenges and Potential Use Cases of the Metaverse in the Beauty Industry
Mühleder Hannah (2024): The Effect of Payment Notifications on Consumers' Pain of Paying in a Cashless Payment Setting
Korff Shannon (2023): Variables Influencing Consumer Purchasing Processes in Mobile E-Commerce vs. Mobile Social Commerce
Brugger René (2023): Perceived Price Fairness in a Dynamic Pricing Setting - A Systematic Investigation of Influencing Factors for Price Fairness Perception in Retail Markets
Felder Nicole (2023): The Effect of AI-Enabled Personalization via Smartphones on Customer Experience in Grocery Stores
Hacket Margaretha (2023): Service Robots on the Rise: Responses of Frontline Service Employees to Collaborating With Service Robots in the Hospitality Industry
Veruňková Kateřina (2023): Customer Perception of Controversial, Sexual, and Stereotypical Humour Displayed in Social Media Advertising
Löffler Johannes (2023): Success Criteria and Success Factors in IT-Consulting Projects
Richter Felix Christian (2023): Destinationsmarketing Tirol: Die KI-unterstützte blau-gelborange Farbabstimmung von Fotos für Social-Media-Werbeanzeigen
Auer Caroline (2023): Marketing Automation entlang der touristischen Customer Journey. Automatisierung von Marketingprozessen am Beispiel des Südtiroler Hotel- und Gastronomiesektors
Wiesler Bettina (2023): Characteristics of Sustainable Labels in the Fashion Industry and the Effect Towards Consumers' Trust, Willingness to Pay and Guilt
Gualdiero Benedetta (2023): Luxury Fashion Brands and Social Media: Boycott or Support? A Survey Among Customers of Luxury Fashion
Männer Marlene (2022): Frontline Employee Engagement During an Organizational Crisis
De Wachter Jasmien (2022): The Impact of Context-Aware Technologies on B2B Sales