Priv. Doz. Dr. Katerina Makri

Assistant Professor


phone: +43 1 4277 38016

room: 5th floor 05.625

office hours: on appointment

Katerina Makri joined the University of Vienna as an Assistant Professor of International Business (tenure track) in May 2021. Prior to joining the Chair of International Business, she was an Associate Professor (Priv. Doz) at the Institute for International Marketing Management, WU Vienna, where she also successfully completed her Habilitation degree.

Her research and teaching essentially focus on a variety of cross-border phenomena pertinent to both organizations and individuals. In this context, her research expertise lies in international business research (e.g., export sales strategy, export innovativeness, performance drivers of SMEs and family firms) and people-related research within and across cultures (e.g., global/local identities, cross-country influences of time orientation, internationalization and digitalization). In her empirical work, she aims to offer a more holistic view of the potential influences and consequences of international business activities by looking at these two central elements of the market (i.e., organizations and consumers). Her work has been published in leading academic journals, such as the International Business Review, International Marketing Review, Journal of Interactive Marketing and Journal of Business Research.

Research Highlights

  • Bourdin, D., Halkias, G., & Makri, K. (2021). The Compensatory Influences of Country Stereotypes and the Global/ Local Nature of Brands: An Extended Framework. Journal of Business Research, 137, 28-38.
  • Makri, K., Mai, R., Schlegelmilch, B. B. & Dinhof, K. (2020). What we Know About Anti-Consumption: An Attempt to Nail Jelly to the Wall, Psychology & Marketing, 37, 177-215.
  • Theodosiou, M., Katsikea, E., Samiee, S. & Makri, K. (2019). A Comparision of Formative Versus Reflective Approaches for the Measurement of Electronic Service Quality, Journal of Interactive Marketing, 47, 53-67.
  • Katsikea, E., Theodosiou, M., & Makri, K. (2019). The Interplay between Market Intelligence Activities and Sales Strategy as Drivers of Performance in Foreign Markets, European Journal of Marketing, 53 (10), 2080-2108.
  • Makri, K., Papadas, K. & Schlegelmilch, B. B. (2019). Global Social Networking Sites and Global Identity: A Three-country Study, Journal of Business Research,
  • Makri, K. & Schlegelmilch, B. B. (2017). Time Orientation and Engagement with Social Networking Sites: A Cross-Cultural Study in Austria, China and Uruguay. Journal of Business Research, 80, 155-163.
  • Makri, K., Theodosiou, M. & Katsikea, E. (2017). An empirical Investigation of the Antecedents and Performance Outcomes of Export Innovativeness. International Business Review, 26 (4), 628-639.