Assoc. Prof. Dipl.-Ing. Dr. Rainer Haas
Institute of Marketing & Innovation, Feistmantelstr. 4, 1180 Vienna, Austria
University of Natural Resources and Applied Life Sciences Vienna (BOKU)
Tel.: +43-1-47654-3565
Fax: +43-1-47 654-3562
E-mail: [email protected]
25th of January 1965, born in Eisenstadt.
Marital Status: Married (1987), 2 sons
Date of birth:
Academic Education and Career
Agricultural Sciences, Vienna
Doctor in Agricultural Marketing, University of Applied Life Sciences ,
Vienna (BOKU)
Since 2004
Associate Professor (habilitation in marketing) at the Institute of
Marketing & Innovation, University of Applied Life Sciences (BOKU),
Research areas:
Marketing of Functional Food or Organic Food, E-Business in the food value chain,
E-Collaboration in the Agricultural and Food Value Chain, Trust and Risk in B2B
relations in the food value chain
Agricultural-Marketing-Award for the first virtual farmers market in
Austria „Austrian Country Market“,
Best Paper Award at the ISAHP 2001 (6th International Symposium
on the Analytic Hierarchic Process, August 2-4 2001, Berne,
Agrana Award for Research and Science in Austria
Agrana Award for Research and Science in Austria
Workpackage Leader in recent EU-Projects
1. E-trust (FP6-CT-2006-043056; 2006-2009): The objective of e-trust is to exploit
the potentials from business-to-business (B2B) e-commerce for SMEs in the
European food sector. Leader of 2 Work packages (Assessment and
2. BEAN-QUORUM: Building an Euro-Asian Network for Quality, Organic, and
Unique food Marketing (TH/Asia Link/006 91652; 2005-2008): Aimed at building a
Europe-Asia network aimed at improving teaching and research in the organic and
quality food sector. WP Leader Credit Recognition.
Since 1994 teaching at the BOKU, Vienna,
Currently the following courses are held at the BOKU:
Computerbased Marketing Simulation Game, Credit 3
Communication and Media Planning, Credits 3
Global Networking / Global Seminar, Credits 6
E-Business in the Agro- & Food Industry , Credits 3
Marketing Project – Case studies, Credits 4
Decision Making with Special Emphasis on Cultural Differences, 3 Credits
Knowledge Management and Decision Theory, 4 Credits
International Lectures
HAAS, R: „New product development in global food markets in respect to cultural
differences“. SOKRATES Mobility Program at the UNIVERSITY of Bologna, Italy, 2008
and 2009.
Haas, R.: „Modern Techniques and Methods in Marketing“, Lehrveranstaltung im
Zuge des Postgraduate Lehrgangs „Agricultural Economics“, University of Maribor,
13.– 18. Februar 2002, 2003, 2005 and 2006.
HAAS, R und Meixner, O.: „Marketing Management in Dynamic Consumer Markets“.
SOKRATES Mobility Program at the UNIVERSITY of Bologna, Italy, 2001, 2003, 2004,
2005, 2006, 2007.
Haas, R. (2002): Agrotourism and E-Commerce in Austria –
Facts, Research and Web Usability. Lehrveranstaltung im Rahmen des Sokrates
„Intensive Program Agrotourism“, University of Brno, Czech Republic, 10-11. Juni
HAAS, R. und MEIXNER, O.: Lecture: „Strategic Analysis and Decision Theory based
European Agribusiness“, ESA (Ecole Superieure d’Agriculture d‘Angers) in
Angers/France, March 2000 and February 2001
HAAS, Rainer (1999): „Electronic Commerce – Marketing over the Internet“, Lecture
for a postgraduate course at the University of Zagreb, 16. Februar 1999.
HAAS, R. und MEIXNER, O.: Lecture: „Decision Making for Leaders“ – a computer
based decision support system Analytic Hierarchy Prozess / Expert Choice.
Agrarwissenschaftliche Universität, Gödöllö, Hungary, 2.-13. November 1998
(CEEPUS Netzwerk H85)
HAAS, R. und MEIXNER, O.: Lecture: „Markstrat – The Strategic Marketing Simulation“,
Danmarks Kgl. Veterinaer- Og Landbohojskole (KVL), Kopenhagen, 22.-26.
September 1998 (Sokrates Assistentenmobilität)
Membership at Professional Bodies:
EAAE (European Association of Agricultural Economists)
SIEA (Società Italiana di Economia Agro-Alimentare)
GIL (German Society for Informatics in Agriculture)
ÖGA (Austrian Society for Agricultural Economics)
IFAJ (International Federation of Agricultural Journalists)
WWG (Austrian Society for Advertising)
Selected Publications:
Ameseder, C.; Haas, R.; Meixner, O. (2009): Die Bedeutung internationaler BioProdukte für die Bedarfsdeckung in Österreich - Ergebnisse einer
Expertenbefragung. In: ÖGA (Hrsg.), Tagungsband: 18. Jahrestagung der
Österreichischen Gesellschaft für Agrarökonomie, Neue Impulse in der Agrar- und
Ernährungswirtschaft?!, 18.-19. September 2008, Wien, 73-74.
Haas, R.; Meindl, I. (2009): Motive, Werte und Produktanforderungen zum Verzehr
funktioneller Lebensmittel - eine Anwendung der Means-End-Chain Analyse. In:
Haas, Meixner, Pöchtrager (Hrsg.), Was wir morgen essen werden.
Herausforderungen und Perspektiven für das Agrarmarketing der Zukunft, 159-178;
facultas.wuv, Wien; ISBN 978-3-7089-0402-3
Haas, R., Fritz, M. Schiefer, G. (2008): Report on food value chains with risks. eTrust. Building Trust for Quality Assurance in Emerging E-Commerce Markets for
Food Chains. Deliverable 8.
Stern, T., Haas, R. und O. Meixner (2008): Consumer acceptance of wood-based
food additives. British Food Journal, vol. 111, No. 2 and 3, 179-195; ISSN 0007070X.
Ameseder, C.; Meixner, O.; Haas, R. (2008): Measurement of the importance of trust
elements in B2B AgriFood Chains – an Application of the Analytic Hierarchic
Process. . Journal on Chain and Network Science, 8 (2), 153-160; ISSN 1569-1829
Ruifeng, L.; Tong, C.; Haas, R. (2008): "Analysis of the Promotion of Organic
Agriculture on Rural Economic Development —A Case Study in Yiwu, Xinjiang".
Agricultural Archaeology , CN 36-1069/K, 1; ISSN 1006-2335
Ameseder, C. und Haas, R. (2008): Viability of values and attitudes concerning
purchase intentions and benefit attribution for an organic sport drink . In: University of
Bonn, Germany (Hrsg.), System Dynamics and Innovation in Food Networks, 110th
EAAE-Seminar, 2nd International European Forum on System Dynamics and
Innovation in Food Networks, 18.-22. Februar 2008, Igls, 169-175
Haas, R. (2004): Usability Engineering in der E-Collaboration. Ein
managementorientierter Ansatz für virtuelle Teams. Habilitationsschrift. 325 S.,
Deutscher Universitätsverlag: Wiesbaden ISBN: 3-8244-2175-5
Meixner, O. und Haas, R. (2002): Cultural Landscape Planning in Austria: Transfer of
Scientific Knowledge to Selected Target Groups by Applying the Analytic Hierarchy
Process. Die Bodenkultur – Austrian Journal of Agricultural Research, vol. 53,
Sondernummer „Landschaft unter Druck – Landscape under pressure“, 13-21
Haas, R. (2002): The Austrian Country Market: a European case study on marketing
regional products and services in a cyber mall. Journal of Business Research, vol.
55, 8, pp. 637-646