FH Upper AustriaUniversity of Applied Sciences


ServPriceIndustrial Services – Pricing Concepts

−Duration: 10/2015 – 12/2016 

−Project partners: University of Applied Sciences Upper Austria, School of Management, Research Center Steyr

−Description: At the beginning of the project all project partners were on the threshold of change from a cost center to a profit center. For this reason the central challenges of the companies were to document the services and to put a price on them. With the help of a corporately developed structured process to show and to develop services and by comparing customer, sales and expert interviews a hitherto-unprecedented added value for each single company has been produced. Especially the findings in the fields of pricing, importance of services, essential service parameters for spare parts and trainings, and service innovation will be of great importance for the project participants and the industry in general in the future.

−Contact: FH Prof. Dipl. Ing Dr. Margarethe Überwimmer, gsm@fh-steyr.at

ServTrainIndustrial Services – Training Concepts

−Duration: 10/2015 – 3/2017

−Project partners: University of Applied Sciences Upper Austria, School of Management, Research Center Steyr

−Description: The project ServTrain has been initiated due to numerous developments in services and their market potential. In the area of ​​skill-intensive services, sales, cultural specific marketing, systematic management, the organizational integration of the services and the establishment of a service culture are often a major challenge for production companies in Upper Austria. An ESIC study showed lacks in the field of knowledge and transfer – here Upper Austrian industrial companies are clearly below the EU average. Thus, the aim of this project was to improve the quality of industrial and industry related services as well as the on-site availability of services on the defined target markets of the project. Taking into account intercultural challenges of the respective target markets, training concepts were developed.

−Contact: FH Prof. Dipl. Ing Dr. Margarethe Überwimmer, gsm@fh-steyr.at

ENTER TransferAdvancement of the economic and social innovation through the creation of environment enabling business succession

−Duration: 6/2017 – 5/2020

−Project partners: University of Applied Sciences Upper Austria (Global Sales and Marketing), Business Upper Austria, DUNEA LLC. Regional Development Agency of Dubrovnik and Neretva Region, University of Economics Prague, South Bohemian Science and Technology Park, Institute for Sustainable Technologies - National Research Institute, Innovation Partnership Centre, University of Economics in Bratislava

−Funding: European Fund for regional development of the European Union in the frame of the Interreg programs Central Europe

−Description: Business succession is an important issue for companies and policy makers in CE since it entails economic and social impacts. Every year many well-functioning SME close due to the inability of finding successors able and/or willing to take over business leadership. Especially countries in Eastern Europe have limited or no experience with business ownership transfer. Although Austria has a well established support scheme for business succession, an “innovation lag” during business transfer is a common problem which has to be overcome.


−Contact: DI Jasmin Schiefer, jasmin.schiefer@fh-steyr.at

SIP-SMEService Innovations Process for Small and Medium Enterprises

−Duration: 1/2017 – 12/2019

−Project partners: University of Applied Sciences Upper Austria (Global Sales and Marketing), Business Upper Austria, University of South Bohemia in České Budějovice Faculty of Economics, South Bohemian Science and Technology Park

−Funding: European Fund for regional development of the European Union in the frame of the Interreg programs Austria-Czech Republic 2014-2020

−Description: Service-innovation processes are strongly focused on politics, science and business in order to strengthen the competitiveness of SMEs in particular. In the two project regions of Upper Austria and South Bohemia, innovation impulses were identified but their potential remains unused due to the lack of experience and resources of SMEs. This is where the SIP-SME project starts! The research team is developing an online SIP-tool to enable a continuous service innovation process for SMEs. The development of the tool is based on a secondary analysis and interviews with economic experts.

−Contact: Alexandra Fratricova MA, alexandra.fratricova@fh-steyr.at

Industrial Service Excellence Monitor (ISEM)Online monitoring system for companies to measure their own service performance

−Duration: 3/2016 – 2/2019

−Project partners: University of Applied Sciences Upper Austria (Global Sales and Marketing), Centrum for market research at the University Passau

−Funding: European Fund for regional development of the European Union in the frame of the Interreg programs Austria – Bavaria 2014-2020

−Description: In order to achieve industrial service excellence, it is necessary to gear companies towards this goal and to adapt various business sectors to it. This brings with it changes that usually have to be implemented. Thus, the continuous measurement of one's own development is inevitable. ISEM starts right here. An online monitoring system will be developed, which will provide a detailed view of the current state of industrial service excellence, comparisons with best-case companies and recommendations for action, and provide sustained support. A total of 12 service excellence dimensions are analyzed.


−Contact: DI Doris Ehrlinger, doris.ehrlinger@fh-steyr.at

Welcome culture for Impats

To keep Upper Austria‘s top position in economic growth and innovation, regions in Upper Austria need smart people. If we want to win (back) the brightest minds, we have to roll out the red carpet for them. The stated aim of the Regio13 – project REWENIO and involved project pilot regions (Vöcklabruck – Gmunden and innviertel – Hausruckkreis) is to implement structures for a professional welcoming culture, thereby offering more future security to both the communities and regions. A welcome for economic and labour market relevant target groups should be ensured and promoted in all areas of life. To achieve this, a multi-level and integrated skills development model, a programme of action and a social cost-benefit calculation for establishing a culture of welcome for expatriates and remigrants was created. The Intercultural Management Centre accompanied the Regional Management of Upper Austria and Business Upper Austria with scientific support in the implementation of the project.

Analysis of Differences in Business Students' Intercultural Sensitivity

In this study the researchers explore the effects of intercultural education on business students of the University of Applied Sciences Upper Austria, in Steyr. The research question concerning the intercultural sensitivity of students is analyzed by comparing those who choose business studies with international and intercultural aspects and those who choose business studies without such specialized input. The motives and motivation for the choice of studies, socio-demographic data of the students as well as data on their family background are collected and related to the results of a test instrument measuring intercultural sensitivity.

By conducting the same test at three critical time points in the students’ intercultural education, time-based changes in intercultural sensitivity can be identified.The first article related to this study is dealing with the initial assessment of intercultural sensitivity, representing the first part of a planned panel study. These findings contribute to a longitudinal study aimed at assessing the effectiveness of specific input on intercultural sensitivity over several generations of students. Therefore, they provide an insight into the differences in the development of intercultural sensitivity of students participating in study programmes both with and without a targeted intercultural input.

Barometer Study

In the Barometer study, the Cross-Cultural Management and Emerging Markets Centre deals with the topics of B2B-marketing and sales of Austrian companies in CEE (Central and Eastern European) countries. In this context, the intention of the study programme Global Sales and Marketing is to set impulses for looking at the expansion of Austrian companies to CEE countries from a special sales and marketing perspective. Therefore, the Cross-Cultural Management and Emerging Markets Centre is conducting several investigations at regular intervals, the first of them already having taken place in 2007 – before the economic crisis and 2012 – after the crisis. The current observations (“barometers”) are now intended to highlight the change in critical success factors and trends in international B2B-marketing and sales settings in CEE countries. The study has been created to collect practical experiences in sales and marketing from individually polled companies with the main purpose of reflecting trends and atmospheres in CEE countries.

In order to gain a little insight into the results of the barometric study, a short result brochure can be downloaded here.

Expatriate Management in Austrian Companies

The Austrian economy is dominated by small and medium enterprises, where expatriate management is still a relatively unexplored area. Nevertheless, the number of internationally operating organizations is growing steadily and in these organizations expatriate management is gaining importance.

The Cross-Cultural Management and Emerging Markets Center intensively investigates upon expatriate management, which already resulted in the publication of the book “Expatriate Management” in which an overview of the expatriation and repatriation process is given, including an overview of the current Austrian legal background for expatriation processes. Given this theoretical background, the idea was born to develop a study focusing on today's situation regarding expatriate management in Austria.

Within this study, about 100 export oriented Austrian companies carrying out expatriate assignment are interviewed, with the main goal to capture the whole spectrum of expatriate management. This current book project thus includes the status quo of issues like company motives for expatriation and the selection-, preparation-, operating- and repatriation phase within an expatriate assignment.

Book Project “Expatriate Management”

Knowledge and methods concerning expatriate management have become increasingly important aspects of the globalization process of the Austrian economy as well as of the European economy in general.  This book provides an overview of the relevant stages of expatriation and repatriation process. It should help both, students and managers of export oriented companies, to understand state-of-the-art methods and processes involved in expatriate management. 
Practical examples illustrate the appropriate application of the theoretical framework presented in this book. The chapter on labour legislation, social insurance legislation and tax law gives an overview of the current Austrian legal background for expatriation processes.

Publishing team:
Prof. (FH) Dr. Hannes Hofstadler is head of the study programme Global Sales and Marketing and the Cross-Cultural Competence Centre at the faculty for Management in Steyr, University of Applied Sciences in Upper Austria (www.fh.ooe.at).

Dr. Roland Heinrich studied Law at Johannes Kepler University in Linz, Upper Austria and Radboud University in Nijmegen, the Netherlands. He recently held the post of Human Capital Manager and was responsible for expatriate management in an industrial corporate group in Upper Austria. Currently, Dr. Heinrich is working as a lawyer in an internationally oriented law firm with the focus on employment law. As a lecturer at the faculty for Management in Steyr, University of Applied Sciences in Upper Austria, he tutors in the fields of Expatriate Management and Employment Law.

ISBN 978-80-7204-700-0

The book is available in the office of the study program “Global Sales and Marketing”. Therefore, for further information, please contact the assistants of the bachelor and master programmes of Global Sales and Marketing.

Intercultural Database

Currently, the Cross-Cultural Management and Emerging Markets Center is also working on the development of a database, containing a multitude of papers dealing with intercultural topics that have been written at the School of Management. Further information will soon be available.