Dr. Maria Madlberger

Dr. Maria Madlberger Current Position:
 Full Professor, Webster Vienna Private University
 Area Coordinator for Marketing

 Country of Origin:





orcid icon  http://orcid.org/0000-0003-2850-0499

Courses taught at WVPU


  • COAP 2010 Application Topics: Introduction to E-Business
  • MNGT 3100 Issues in Management: E-Commerce
  • MNGT 4330 International Marketing
  • MNGT 4570 Marketing Research


  • BUSN 6110 Operations and Project Management
  • BUSN 6140 Business Research Analysis
  • MRKT 5610 Channels Management
  • MRKT 5740 Management of Digital Marketing
  • MRKT 5960 Marketing Management
  • MRKT 6000 Integrated Studies in Marketing


  • Habilitation (venia docendi, Business Administration, Vienna University of Economics and Business, 2009)
  • Doctorate (Social and Economic Sciences, Vienna University of Economics and Business, 2002)
  • Magister (Commerce, Vienna University of Economics and Business, 1998)

Background and Facts

Dr. Maria Madlberger is a Full Professor at Webster Vienna Private University. Since 2012 she is also a Guest Professor at the Karl-Franzens University Graz. Her research interests are related to the linkages between marketing, supply chain management, and information systems. Her areas of interest cover issues of electronic commerce business-to-business (b2b) and business-to-consumer (b2c). Within the b2b area she currently focuses on interorganizational information systems (e.g.,electronic data interchange, data standards, integration of interorganizational systems, radio frequency identification) and information systems-based collaboration in the supply chain (e.g., efficient consumer response collaboration, vendor-managed inventory). In the b2c sector, her research interests are online consumer behavior, online marketing and distribution channels, and electronic word-of-mouth.

Maria authored more than 70 publications in academic journals, conference proceedings, book chapters, and books. Besides that she presents her research at renowned practitioner congresses. She collaborates with firms and institutions in various industries, among them GS1, Metro C&C, ECR Austria, Spar, Rewe, etc. Maria is an Associate Editor of the Electronic Commerce Research Journal and a reviewer of numerous scholarly journals including Marketing Science, European Journal of Information Systems (EJIS), Electronic Markets etc. In addition she is engaged as a track and session chair at academic conferences such as the Americas Conference on Information Systems (AMCIS), European Conference on Information Systems (ECIS), or Networking and Electronic Commerce Conference (NAEC).

Prior to her position at Webster Vienna, Maria was affiliated with the Vienna University of Economics and Business (WU) at the Institute for Management Information Systems as well as the Institute for Retailing and Marketing. In 2009 she finished her Habilitation (Venia Docendi) for business administration entitled "The Interorganizational Information Flow. Interorganizational Systems and Collaboration in the Supply Chain".

Selected Publications

Peer-reviewed journal articles

Jurca, A., & Madlberger, M. (2015). Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness. Journal of Marketing Communications. 21(1), 48-64. http://dx.doi.org/10.1080/13527266.2014.970824

Madlberger, M. (2014). Through the eyes of the traveler: Consumer evaluation of hotels in eastern European capitals compared with Western, Southern, and Northern Europe. Journal of Eastern European and Central Asian Research (JEECAR), 1(2). http://dx.doi.org/10.15549/jeecar.v1i2.65

Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439. http://dx.doi.org/10.1016/j.elerap.2013.06.001

Madlberger, M. (2009). What drives firms to engage in interorganizational information sharing in supply chain management? International Journal of e-Collaboration, 5(2), 18-42. http://dx.doi.org/10.4018/jec.2009040102

Hansen, H.R., Knotzer, N., & Madlberger, M. (2007). Empfehlungssysteme zur Verkaufsberatung im Internet – State of the Art und Konsumentenakzeptanz, Wirtschaftsinformatik, 49(1), 50-61.

Madlberger, M. (2006). Exogenous and endogenous antecedents of online shopping in a multi-channel environment: Evidence from a catalog retailer in the German-speaking worldJournal of Electronic Commerce in Organizations, 4(4), 29-52. http://dx.doi.org/10.4018/jeco.2006100102

Treiblmaier, H., Madlberger, M., Brandtweiner, R., & Pollach, I. (2003). Eco-labelling - An Adequate Means Of Assessing A Company's Environmental Strategies? Transactions on Ecology and the Environment, 67, 87-96.

Madlberger, M., & Kotzab, H. (2001). Adapting the internet as distribution channel for stationary retailers: The Austrian caseElectronic Markets (EM), 11(1), 64-74.

Kotzab, H., & Madlberger, M. (2001). European retailing in e-transition? An empirical evaluation of web-based retailing - indications from Austria. International Journal of Physical Distribution & Logistics Management (IJPDLM), 31(6), 440-462. http://dx.doi.org/10.1108/EUM0000000005590


Books and book chapters

Madlberger, M., & Madlberger, M. (2015). Inter-organizational information systems in the supply chain. In M. Khosrow-Pour (Ed.), Encyclopedia of information science and technology. Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-4666-5888-2

Madlberger, M. (2012). Theoretical foundations of inter-organizational information systems: Towards a framework grounded on seven theories. In K. Vaidya (Ed.), Inter-organizational information systems and business management: Theories for researchers (pp. 33-49), IGI Global. Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-60960-768-5.ch003

Madlberger, M. (2010). What drives firms to engage in interorganizational information sharing in supply chain management? In Kock, N. (Ed.), E-collaboration technologies and organizational performance: Current and future trends (pp. 101-123). Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-60960-466-0

Madlberger, M. (2009). Exogenous and endogenous antecedents of online shopping in a multichannel environment: Evidence from a catalog retailer in the German-speaking world. In Y. Wan (Ed.), Comparison-shopping services and agent designs. Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-59904-978-6.ch013

Madlberger, M. (2008). Online shopping and catalog shopping: Exogenous and endogenous antecedents of consumers’ channel choice. In M. Khosrow-Pour (Ed.), Web technologies for commerce and services online. Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-59904-822-2.ch010

Hansen, H.R., & Madlberger, M. (2007). Beziehungen zwischen dem Internet-Vertrieb und anderen Absatzwegen im Einzelhandel. In B.W. Wirtz (Ed.), Handbuch Multi-Channel-Marketing (pp. 763-787). Wiesbaden: Gabler.

Haghirian, P., & Madlberger, M. (2007). Cross-cultural consumer perceptions of advertising via mobile devices: Some evidence from Europe and Japan. In W. Huang, Y. Wang, & J. Day (Eds.), Global mobile commerce. Strategies, implementation and case studies (pp. 215-234). Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-59904-558-0.ch012

Madlberger, M. (2006). Multi-Channel Retailing in B2C E-Commerce. In M. Khosrow-Pour (Ed.), Encyclopedia of E-Commerce, E-Government, and Mobile Commerce (pp. 817-822). Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-59140-799-7.ch131

Madlberger, M. (2005). Application of Internet-based Marketing Instruments. In: S. Krishnamurthy (Ed.), Contemporary Research in E-Marketing, Volume 2 (pp. 284-303). Hershey, PA: IGI Global. http://dx.doi.org/10.4018/978-1-59140-824-6.ch011

Madlberger, M., & Sester, A. (2005). The Last Mile in an Electronic Commerce Business Model - Service Expectations of Austrian Online ShoppersProceedings of the European Conference on Information Systems (ECIS). Regensburg, Germany.

Madlberger, M. (2004). Electronic Retailing: Marketinginstrumente und Marktforschung im Internet. Wiesbaden: Deutscher Universitätsverlag. ISBN 978-3-322-81663-4. http://dx.doi.org/10.1007/978-3-322-81663-4

Kotzab, H, & Madlberger, M. (2002). Internet-basierte Distribution im stationären Handel: Empirische Erfahrungen aus Dänemark, Deutschland und Österreich. In D. Ahkert, R. Olbrich, & H. Schröder (Eds), Jahrbuch Handelsmanagement 2002: Electronic Retailing (pp. 115-140). Frankfurt am Main: Deutscher Fachverlag.

Madlberger, M. (2002): Internetbasierte Marketinginstrumente und Marktforschungsmethoden für Electronic Retailing. PhD dissertation, University of Economics and Business, Vienna.

Schnedlitz, P., &, Madlberger, M. (2001). Multi-Channel-Retailing: Herausforderungen an die Logistik durch Hauszustellung. Electronic retailing. In D. Ahlert, R. Olbrich, & H. Schröder (Eds.), Jahrbuch Handelsmanagement 2001: Electronic Retailing (pp. 317-334). Frankfurt am Main: Deutscher Fachverlag.


Conference papers

Madlberger, M. (2015). Integrating the technology acceptance model and satisfaction to understand drivers of online travel booking behavior. In V. Monfort & K.-H. Krempels (Eds.), Web Information Systems and Technologies: 10th International Conference, WEBIST 2014. Barcelona, Spain, April 3-5, 2014, Revised Selected Papers (pp. 197–211). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-27030-2_13

Madlberger, M. (2015). I am off then: Drivers of travellers' intentions to book trips online: An integrated study on technology acceptance and satisfaction. Proceedings of the 10th International Conference on Web Information Systems and Technologies (pp. 247 - 256). WEBIST 2014, Barcelona, Spain. http://dx.doi.org/10.5220/0004804402470256

Madlberger, M., & Nakayama, M. (2013). On top of the world, down in the dumps: Text mining the emotionality of online consumer reviews. Proceedings of the European Conference on Information Systems (ECIS). Utrecht, Netherlands. http://aisel.aisnet.org/ecis2013_cr/68

Madlberger, M., & Matook, S. (2012). Creation of utilitarian value with online and offline transaction phasesProceedings of the International Conference on Information Resources Management (CONF-IRM). Vienna, Austria.

Madlberger, M. (2012). Reaching a higher level of information systems integration: The impact of information technology substitution strategies on process efficiency. Proceedings of the European Conference on Information Systems (ECIS). Barcelona, Spain. http://aisel.aisnet.org/ecis2012/210/

Madlberger, M. (2011). Can data quality help overcome the penguin effect? The case of item mater data poolsProceedings of the 19th European Conference on Information Systems. Helsinki, Finland. http://aisel.aisnet.org/ecis2011/271

Madlberger, M., & Roztocki, N. (2010). Digital cross-organizational collaboration: A metatriangulation review, Proceedings of the 43rd Hawaii International Conference on System Sciences (pp. 1-10). Poipu, Kauai, HI, USA. http://dx.doi.org/ 10.1109/HICSS.2010.149

Madlberger, M., Roztocki,N. (2009). Digital cross-organizational and cross-border collaboration: A scientometric study. Proceedings of the 42nd Hawaii International Conference on System Sciences (pp. 1-10). Waikoloa, Big Island of Hawaii, HI, USA. http://dx.doi.org/10.1109/HICSS.2009.159

Madlberger, M. (2009). A model of antecedents of RFID adoption intention in the supply chainProceedings of the 42nd Hawaii International Conference on System Sciences (pp. 1-10). Waikoloa, Big Island of Hawaii, HI. http://dx.doi.org/10.1109/HICSS.2009.22

Madlberger, M. (2009). Digital cross-organizational collaboration: Towards a preliminary frameworkProceedings of the 15th Americas Conference on Information Systems (AMCIS). San Francisco, CA, USA.

Haghirian, P., Madlberger, M., & Inoue, A. (2008). Mobile advertising in different stages of development: A cross-country comparison of consumer attitudesProceedings of the 41st Hawaii International Conference on System Sciences. Waikoloa, Big Island of Hawaii, HI, USA. http://dx.doi.org/10.1109/HICSS.2008.318

Madlberger, M. (2008). Einsatz von RFID im Supply Chain Management: Eine empirische Analyse der Einflussfaktoren. Proceedings of the Multikonferenz Wirtschaftsinformatik. München, Germany

Madlberger, M. (2008). Interorganizational collaboration in supply chain management: What drives firms to share information with their trading partnersProceedings of the 41st Hawaii International Conference on System Sciences. Waikoloa, Big Island of Hawaii, HI, USA. http://dx.doi.org/10.1109/HICSS.2008.219

Madlberger, M., & Roztocki, N. (2008). Cross-organizational and cross-border IS/IT collaboration: A literature reviewProceedings of the 14th Americas Conference on Information Systems. Toronto, Canada.

Knotzer, N, & Madlberger, M. (2007). Consumers' Interest in Personalized Recommendations: The Role of Product-Involvement and Opinion Seeking. Proceedings of the 40th Annual Hawaii International Conference on System Sciences. Big Island of Hawaii, HI, USA. http://dx.doi.org/10.1109/HICSS.2007.146

Zumpe, S., & Madlberger, M. (2007). A transaction-based Framework for Business Models in Electronic CommerceProceedings of the Pacific Asia Conference on Information Systems (PACIS). Auckland, New Zealand.

Floh, A., & Madlberger, M. (2007). Measuring the Antecedents of Impulsive Buying Behavior on the Www. In G. Fitzsimons, V. Morwitz (Eds.), NA - Advances in Consumer Research Volume 34 (pp. 650-749), Duluth, MN: Association for Consumer Research.

Haghirian, P, & Madlberger, M. (2005). Consumer attitude toward advertising via mobile devices - An empirical investigation among Austrian usersProceedings of the 13th European Conference on Information Systems (ECIS). Regensburg, Germany.

Haghirian, P., Madlberger, M., & Tanuskova, A. (2005). Increasing advertising value of mobile marketing-an empirical study of antecedentsProceedings of the 38th Annual Hawaii International Conference on System Sciences. Big Island of Hawaii, HI, USA. http://dx.doi.org/10.1109/HICSS.2005.311

Treiblmaier, H, Madlberger, M., & Knotzer, N. (2004). Evaluating personalization and customization from an ethical point of view: an empirical studyProceedings of the 37th Annual Hawaii International Conference on System Sciences. Big Island of Hawaii, HI, USA. http://dx.doi.org/10.1109/HICSS.2004.1265434

Madlberger, M. (2004): Strategies and business models in electronic retailing: indications from the U.S. and the UK. Proceedings of the 6th International Conference on Electronic Commerce (ICEC, pp. 296-303). Delft, The Netherlands. http://dx.doi.org/10.1145/1052220.1052258


Other publications

Zumpe, S., & Madlberger, M. (2007). Serving online customers better in the tourism industry. Information Age, November/December, pp. 48-52.