Andreas Zehetner

Andreas Zehetner is a Professor at the Research Center Steyr Global Business Management, University of Applied Sciences Upper Austria. His research focuses on digital transformation in B2B marketing, leadership styles across generations, and cross-cultural management. He has published extensively on topics such as email marketing customization, organizational buying behavior, and sustainability consciousness in education. He received the Best Paper Award in 2024. His work bridges academic research with practical applications in higher education strategy and industry collaboration.

Key research themes include the impact of digital technologies on sales and marketing roles, generational leadership transitions, and cross-cultural business strategies. He has presented at global conferences and serves on academic boards, emphasizing innovation and international partnerships. His recent studies explore how universities can strategically position themselves in competitive global markets.

• Key Awards: Best Paper Award (2024)
• Professional Activities: Invited talks on leadership and digital transformation, conference organizing, and peer-review contributions.

He collaborates with technical B2B companies to analyze digital customer experience and email marketing effectiveness under GDPR constraints. Current projects investigate Generation Z’s expectations of leadership and cross-cultural sustainability practices.