Economics has a proud tradition of more than 250 years at the University of Vienna. With more than 4,000 students, the faculty of economics has grown to become one of the most renowned research and educational institutions in Europe. Robert Zniva also completed his master’s degree in international business administration there and was particularly pleased that he was allowed to give a lecture to his alma mater as part of the research privatization in marketing/international marketing. In addition to the technical exchange and very constructive feedback from the marketing researchers at the University of Vienna, this was also an opportunity to talk about future research projects and co-operations. Many thanks for the hospitality shown by Prof. Wagner and his team from the department of marketing.