Elfriede Penz is Associate Professor (ao.Univ. Prof.) at the Vienna University of Economics and Business Administration in Vienna (WU-Wien), Institute for Internationale Marketing and Management. She received a PhD in Psychology (University of Vienna) and a European PhD on Social Representations and Communications. She also holds a MAS as cultural manager from the University of Music and Performing Arts, Vienna. Elfriede Penz was visiting scholar at the University of Lancaster and has taught at the Manchester Business School, Aston Business School (UK), University of Kiev (Ukraine), the University of Ljubljana (Slovenia), and the University of Prague (Czech Republic). Her research interests include international marketing, consumer behavior as well as methodological issues. She has published in refereed international journals such as Journal of Economic Psychology, Psychology & Marketing, International Marketing Review or Journal of Consumer Behavior. She received a best paper award at the AIB-UK (2006), and was awarded the “Outstanding Paper in Marketing” by Emerald LiteratiNetwork in 2005. For their research in CEE she and Barbara Stöttinger received the “Erste Bank“-Award. She was also winner of the Special Session Award for the Global & Societal Issues Track at the Academy of Internation Business in 2002. (For more information: http://www.wu-wien.ac.at/imm/penz)
Selected publications:
Penz, Elfriede & Stöttinger, Barbara (2008). Original brands and counterfeit brands – do they have anything in common? Journal of Consumer Behaviour 7 (2): 146-163.
Meier-Pesti, Katja & Penz, Elfriede (2008). Sex or gender? Expanding the sex-based view by introducing masculinity and femininity as predictors of financial risk taking. Journal of Economic Psychology 29 (2): 180-196.
Penz, Elfriede & Stöttinger, Barbara (2008). Corporate image and product similarity– getting counterfeits closer to the consumers’ pocketbook. Psychology & Marketing 25 (4): 352-381.
Penz, Elfriede (2007). Paradoxical effects of the Internet from a consumer perspective. Critical Perspectives on International Business 3 (4): 364 -380.
Penz, Elfriede (2006). Researching the socio-cultural context: putting social representations theory into action. International Marketing Review 23 (4): 418-437.
Sinkovics, Rudolf R., Penz, Elfriede, & Ghauri, Pervez.N. (2005). Analysing qualitative data in international marketing research. Qualitative Market Research, 8(1): 9-38
