Martina Sageder

Martina Sageder is a Professor and Head of the Department of Business and Tourism at Salzburg University of Applied Sciences. Her work focuses on innovation, digitalization, and sustainability within business management, SME strategies, and tourism sectors. As department head, she oversees programs integrating practical business education with contemporary challenges faced by regional enterprises. Her research emphasizes family firm branding, fintech adoption in SMEs, and the impact of digital transformation on service industries.

Her research interests include:

• Strategic innovation in SMEs
• Impact of digitalization on traditional industries
• Reputation management in family businesses
• Virtual learning environments post-COVID-19
• Financial technology adoption challenges

Recent publications analyze fintech implementation in SMEs, family firm internationalization strategies, and AI applications in banking risk management. She has contributed to understanding pandemic-driven shifts in higher education delivery models through studies on virtual teaching acceptance.

Her academic leadership includes coordinating international collaborations to develop dual degree programs and specialized master's curricula focusing on innovation and sustainability. She actively engages with local businesses through applied research projects addressing digital transformation challenges in tourism and service industries.