Arnold Schuh
1987 …2023

Research activity per year

Personal profile

Short biography

Dr. Arnold Schuh

Dr. Arnold Schuh is Director of the Competence Center for Emerging Markets & Central and Eastern Europe (CEE) and Assistant Professor at the Vienna University of Economics and Business (WU). As Director of the Center he is responsible for two CEE Study Programs (The Master Class Central and Eastern Europe; Central Europe Connect) and the CEE CercleWU, an information platform for activities related to CEE business and management. Until June 2007 he worked at the Department of Marketing at WU. He received his Magister in Business Administration (1982) and his Doctorate in Economic and Social Sciences (1986) from the WU. He is also Adjunct Associate Professor of International Business Studies at the Carlson School of Management (1998), University of Minnesota, USA, and Honorary University Professor at Corvinus University of Budapest (2015), Hungary.

He has taught courses in Global/European Marketing, Strategies and Management for CEE, Doing Business in CEE and Strategic Management at the WU and other universities in the USA, Germany, Poland, Romania, Russia and Finland. He has also been lecturer in the joint IMBA program (International Master of Business Administration) and in the Global EMBA program (Vienna Executive Master of Business Administration) offered by WU in cooperation with the University of South Carolina and the University of Minnesota, USA. He was visiting professor and lecturer (1990) at the College of Business and Economics, University of Kentucky, in Lexington, USA, and visiting international business scholar (1995) at the International Business Department of the University of South Carolina in Columbia, USA. From 1998 to 2001 Arnold Schuh was Academic Coordinator of PRIME (Programme for International Managers in Europe) at WU, a joint venture of six European business schools in the executive education area. He was Vice-Director of the WU-MBA-programs (1999-2002). From 2002-2008 he was Academic Director of the European Track of the International MBA Program (IMBA) at WU. In 2007, he was appointed Director of the then newly established Competence Center for CEE at WU.

His primary research areas are marketing and strategic management in CEE and emerging markets. Current research focuses on strategies and current management challenges of foreign multinational companies in CEE and emerging markets, their response to the COVID-19 pandemic, the US-China trade conflict and the Russian war in Ukraine, the internationalization and competitive strategies of firms from Austria (“Hidden Champions”, Regional Players) and from CEE (“Local Heroes in CEE”). He has published books, many book chapters and articles in the Journal of World Business, European Journal of Marketing, Journal of East-West Business, among others. In addition to his academic work, Arnold Schuh has served as a consultant and management trainer to a number of companies including Rank Xerox, Philips-Whirlpool, Philips Medical Systems, Skandia, Schloss Schönbrunn, Castrol Austria, RHI, Bosch Austria, 3M Company, Hormel Foods, Ecolab, General Mills, Boehringer-Ingelheim, Commerzbank, Bank Austria, EVN, Austrian Post AG and Erber/Biomin.


  • Strategies of local firms in CEE
  • Market entry strategies for emerging markets
  • Strategies for Central and Eastern Europe
  • Management in Central and Eastern Europe
  • Marketing in Europe
  • Marketing in CEE
  • Globalization
  • Internationalization strategies

Austrian Classification of Fields of Science and Technology (OEFOS)

  • 502044 Business management
  • 502003 Foreign trade
  • 502019 Marketing