MÜHLBACHER HANS

Research interests

Hans Mühlbacher is Professor em. of Marketing, former Research Director and Academic Director of the DBA program at the International University of Monaco. He was Head of the Department of Strategic Management, Marketing and Tourism at LeopoldFranzens University of Innsbruck School of Management, Austria from 1985 to 2014. Having obtained his doctoral degree in Business Administration in 1974 and having passed habilitation at Johannes Kepler University of Linz, Austria in 1982, he was invited to visiting positions at universities in Austria, France, Switzerland, and the USA. He has published widely in academic journals, including the International Journal of Research in Marketing, the Journal of Management Information Systems, the Journal of Product Innovation Management, the Journal of Business Research, the European Journal of Marketing, and Décisions Marketing. Having served as President of the European Marketing Academy, he is an honorary fellow of the Academy. Dr. Mühlbacher has been a member of the Administration Committee of the French Marketing Association and Head of the Marketing Committee of the German Association of Professors of Business Administration. He has been longtime Associate Editor for International Business of the Journal of Business Research and the editor of Marketing–ZFP. He still is a member of several editorial boards of international journals. Dr. Mühlbacher has taught in number of international doctoral, MBA, Master and Bachelor programs. He has extensive experience in executive education, seminars and management trainings for business organizations. His research interests focus on multi-cultural branding, open innovation, and strategy formation. These interests translate into a long career as international consultant to businesses in various consumer and B2B industries.

Main Publications

• MUHLBACHER, H., B. EINARSDÓTTIR, A. CASTELLO, “Necessary engagement in stakeholder relationships for successful membership in industrial clusters.”, Industrial Marketing Management, 2024, vol. 118, pp. 1-11 (ABDC:A*, CNRS:2, ABS:3).
• DINH, E., H. MUHLBACHER, M. TORCHIA, “Necessary perceptions of family values and luxury characteristics for brand luxuriousness:”, Journal of Brand Management, Fall 2023 (ABDC:A, CNRS:4, ABS:2).
• TAISHOFF, M., H. MUHLBACHER, H. KAUPPINEN-RAISANEN, “Building and sustaining resilient luxury service ecosystems”, Journal of Business Research, 2022, vol. 146, pp. 201-215 (ABDC:A, CNRS:2, ABS:3).
• MÜHLBACHER, H., M. BERTSCHY, M. DESBORDES, “Brand identity dynamics – reinforcement or destabilisation of a sport brand identity through the introduction of esports?”, Journal of Strategic Marketing, 2021 (ABDC:A, FNEGE:4, CNRS:4, ABS:3).
• MÜHLBACHER, H., M. WANG, X. WITTMANN, P. PERRETT, “Dynamic Collaboration between Small and Medium-Sized Enterprises from Highly Dissimilar Markets”, European Management Journal, 2021, no. 39 (ABDC:B, FNEGE:3, CNRS:3, ABS:2).
• BERTSCHY, M., H. MÜHLBACHER, M. DESBORDES, “Esport Extensions of Football Brands: Stakeholder Co-creation in Action”, European Sport Management Quarterly, 2020 (ABDC:A).
• KAUPPINEN-RÄISÄNEN, H., H. MUHLBACHER, M. TAISHOFF, “Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores”, Journal of Retailing and Consumer Services, 2020, vol. 57, pp. 102251 (ABDC:A, ABS:1)
• WIDER, S., S. VON WALLPACH, H. MÜHLBACHER, “Brand management: Unveiling the delusion of control”, European Management Journal, 2018, vol. 36, no. 3 (ABDC:B, FNEGE:3, CNRS:3, ABS:2).
• KOLL, O., K. RAÏES, R. GROHS, H. MÜHLBACHER, “Comment développer des marques fortes ? Une approche par les configurations des associations de la marque”, Décisions Marketing, 2018 (FNEGE:3, CNRS:3).
• MÜHLBACHER, H., I. BÖBEL, “From Zero-Sum to Win-Win – Organisational Conditions for Successful Shared Value Strategy Implementation”, European Management Journal, 2018 (ABDC:B, FNEGE:3, CNRS:3, ABS:2).
• KREUZER, M., H. MÜHLBACHER, S. VON WALLPACH, “Home in the re-making: Immigrants transcultural experiencing of home”, Journal of Business Research, 2018, vol. 91 (ABDC:A, FNEGE:2, CNRS:2, ABS:3).
• MÜHLBACHER, H., “Komplexe Probleme – Einfache Lösungen? Plädoyer für qualitative vergleichende Analysen in der Marketingforschung; Complex Problems – Unique Solutions? Need for Qualitative Comparative Analyses in Marketing Research”, Journal of Research and Management, 2018, vol. 40, no. 4.
• KOLL, O., K. RAÏES, R. GROHS, H. MUHLBACHER, “Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque”, Décisions Marketing,2018, vol. N° 92, no. 4, pp. 97-113 (FNEGE:3, CNRS:3).
• KOLL, O., K. RAÏES, R. GROHS, H. MUHLBACHER, “Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque”, Décisions Marketing, 2018, vol. N° 92, no. 4, pp. 97-113 (FNEGE:3, CNRS:3).
• VON WALLPACH, S., B. VOYER, M. KASTANAKIS, H. MÜHLBACHER, “Co-creating stakeholder and brand identities: Introduction to the special section”, Journal of Business Research, 2017, vol. 70 (ABDC:A, FNEGE:2, CNRS:2, ABS:3).
• MÜHLBACHER, H., K. RAÏES, R. GROHS, O. KOLL, “Drivers of brand strength: Configural paths to strong cognitive brand equity”, Journal of Business Research, 2016, vol. 69, no. 8 (ABDC:A, FNEGE:2, CNRS:2, ABS:3).
• GROHS, R., K. RAÏES, O. KOLL, H. MÜHLBACHER, “One pie, many recipes: Alternative paths to high brand strength”, Journal of Business Research, 2016, vol. 69, no. 6 (ABDC:A, FNEGE:2, CNRS:2, ABS:3).

Updated 23 April 2025