Kristina Harthaller

Kristina Harthaller is a Professor of Omnichannel Marketing & Sales at MCI Management Center Innsbruck, leading the Marketing & Sales Department since 2023. She holds a Dr. oec. HSG from the University of St. Gallen (2019) and previously served as an Associated FH Professor (2021–2024) and Senior Lecturer (2021) at MCI. Her academic career includes a postdoc role (2019–2021) at the University of St. Gallen's Research Center for Retail Management. She teaches courses on Consumer Psychology, Digital Transformation, and Omnichannel Commerce, focusing on practical retail innovations.

Her research emphasizes customer journey dynamics, multi-channel strategies, and the impact of AI on retail. Notable awards include the 2021 AMA Retail SIG Best Paper Award and the 2020 Journal of Retailing Davidson Award. She advises over 30 students in bachelor and master theses, exploring topics like social commerce, frontline employee inspiration, and impulse buying.

Kristina collaborates with industry partners like TIROLER Wirtschaftskammer, delivering workshops on AI in business and retail. She chairs the Bachelor's program in Luxury Hotel Management at Bodensee Campus and contributes to academic associations including the American Marketing Association and European Marketing Academy.