Eva Lienbacher

Although Vienna became my second home, after 15 years I moved back to Salzburg where I currently live with my family.

I have been working as a Senior Lecturer and International Coordinator at the Salzburg University of Applied Sciences since October 2018. In addition, since March 2019 I have been contributing to the research team of the project “Entrepreneurial Resilience and Cooperation in the Use of Digital Marketing Technologies (Virtual and Augmented Reality): An Analysis of Small-Scale Austrian Retailing” as a research assistant under the direction of Univ. Prof. Dr. Beate Cesinger and FH Prof. habil. Christine Vallaster.

During my time in Vienna, I studied business administration at the Vienna University of Economics and Business and was happy to be part of the Institute for Commerce and Marketing, as I worked there as a research assistant for around ten years after graduating (most recently as an assistant professor). I was able to gain exciting experience during an extended research stay in Boston and Phoenix. My dissertation “Corporate Social Responsibility in Retail. Discussion and empirical evidence of the alternative type of company social market” deals with the topic of social responsibility in food trading and was awarded with the Vienna Prize for Retail Research, the Dr. Maria Schaumayer Prize (2012) and the Stephan Koren Prize of WU Vienna (2013).

Current research projects include entrepreneurial resilience and cooperation in the context of digital marketing technologies, the consumer behavior of older consumers in the food retail sector, the emergence and appearance of alternative types of businesses, the social market in Europe, and the use of geographical information systems in retail.