Prof. Dr. Andreas Strebinger

Andreas Strebinger has been teaching and researching as Professor of Marketing & Business Analytics at the Department of Marketing at the University of Graz since 2022. He studied at the Vienna University of Economics and Business (WU), where he completed his doctorate and habilitation in 2006. He then moved to York University Toronto, Canada's third largest university, where he worked as an associate professor until his appointment at the University of Graz. Numerous research stays and visiting professorships have taken him to China, Japan and the USA, among other places. His research focuses, among other things, on digital transformation, marketing in the context of disruptive technologies and the management of brands and brand portfolios. He is a member and board member of the DWG (Deutsche Werbewissenschaftliche Gesellschaft) and also serves as Associate Editor for the Journal of Global Marketing.

Portrait von Andreas Strebinger ©SBESS/Wolf

Specialized in promoting growth through new technologies, globalization and analytics:

  • Digitalization: maturity of digital transformation, management of brands via digital and traditional channels (e.g. digital branding, orchestrated design of branding and IT structures)
  • Disruption: marketing with and for disruptive technologies (AI/ML, blockchain, AR/VR)
  • Analytics: use of marketing & business analytics for the digital differentiation of brands
  • Globalization: Management of brands across national borders (e.g. global brand positioning)
  • Complexity: managing brands across different product categories within a country (e.g. brand portfolio management, corporate branding, brand hierarchies/brand architecture)
  • Diversity: brand management in heterogeneous target groups within a country (e.g. multi-cultural/ethnic marketing; brand management for B2B and B2C target groups)

  • 2019-2022 Chapter President, Toronto & South-Central Canada, ASCINA (Austrian Scientists & Scholars in North America)
  • 2014-2016: College Academic Life Coordinator at York University, Toronto, Canada
  • 2014-2022: Director YUFA Foundation and Trustee of YUFA Trust, Toronto, Canada Area
  • since 2020: Associate Editor of the Journal of Global Marketing
  • Member and board member of the DWG (German Advertising Research Association)

  • 1989-2000: PvD, PhD, MBA in Marketing, Advertising and Market Research at the Vienna University of Economics and Business Administration
  • 1995-2000: Research and Teaching Assistant at the Vienna University of Economics and Business Administration
  • 2000-2006: Assistant Professor at the Vienna University of Economics and Business Administration
  • 2006: Habilitation at the Chair of Advertising Science and Market Research at the Vienna University of Economics and Business Administration in the field of business administration
  • 2006-2008: Assistant Professor at York University, Toronto, Canada
  • 2008-2022: Associate Professor of Marketing at York University, Toronto, Canada
  • 2013-2021: Visiting Professor at the University of International Business and Economics Beijing, China
  • since 2022: Professor of Marketing and Business Analytics, at the University of Graz

Strebinger, A. (2009): Markenarchitektur: Strategien zwischen Einzel- und Dachmarke sowie lokaler und globaler Marken, Springer-Gabler, Wiesbaden.

Selected journal publications

Univ.-Prof. Dr.
Andreas Strebinger

andreas.strebinger(at)uni-graz.at

+43 316 380 - 7206
Elisabethstraße 50b
ORCID: 0000-0003-3321-6337