Fiona Schweitzer

Fiona Schweitzer is a Professor in the Department of Marketing, specializing in radical innovation processes, customer integration into innovation, and the political dimensions of market creation. She holds a PhD from WU Vienna and has extensive industrial experience in Fast-Moving Consumer Goods (FMCG) and third-sector marketing, alongside consultancy work for high-tech firms.

Her research focuses on the 'fuzzy front end' of innovation, exploring how organizations balance creativity and structure to generate market-driven solutions. Key areas include:

• Radical innovation and technology adoption strategies
• Customer co-creation and empowerment in product development
• Political dynamics influencing innovation outcomes
• NGO partnerships in green product innovation

Recent work highlights frameworks for paradoxical thinking in idea screening, the role of CEOs' political ideologies in green product launches, and digital transformation in incumbent firms. Her studies often bridge theoretical insights with practical applications in industries ranging from automotive to consumer goods.

Awarded three best-paper accolades, her contributions span academic journals like the Journal of Product Innovation Management and International Journal of Innovation Management. Her work emphasizes actionable strategies for firms navigating uncertainty in innovation landscapes.