Robert Kreuzbauer is promoted to Professor in Strategy

Robert Kreuzbauer received his doctorate in business administration from the University of Innsbruck. Before his academic career, he worked as a design strategy consultant.

He started as an associate professor at UiS Business School and the Department of Innovation, Management and Marketing in the fall of 2022 but was recently promoted to professor in strategy.

– I develop theories for both firm and consumer strategies and test them mainly with behavioural experiments but often combined with a mix of empirical methods such as econometric models, population dynamic models, and ethnographic studies.

Focuses on encouraging and helping the students

He has always collaborated with industry and public services through research, consulting and teaching.

– The most important component of my teaching philosophy is my focus on encouraging and helping students develop a conceptual framework that they can use as a roadmap for analyzing problems or situations that arise in many different contexts. In my strategy courses, students learn analytical tools that enable them to examine a company's strategic core problems in a dynamic competitive environment.

His research has been published in journals such as the Journal of Experimental Psychology: General, the Journal of Product Innovation Management, the Journal of the Royal Society and Current Directions in Psychological Science.

The results of his research have also been discussed in popular media such as the Austrian Broadcasting Corporation (ORF), the Austrian Press Agency and the Danish newspaper Weekendavisen.

But he has more aspirations for the future.

– In the near future, I aspire to work with local companies, especially in integrating strategic analysis tools and methodologies into the business decision-making process.