Department of Marketing
Ilona Szőcs joined Copenhagen Business School in September 2023 as part of the research project on “Consumer stereotyping of immigrant salespeople in retail sales encounters”. The research project draws on insights from social psychology to disentangle a variety of factors and mechanisms which may impact the success of salespeople-customer encounters. Prior to joining Copenhagen Business School, Ilona held academic positions at the University of Vienna and at Vienna University of Economics and Business (WU) and taught various courses at bachelor, master, and MBA levels at universities in Austria, Italy, and Indonesia. In addition, she has supervised a number of bachelor, master, and MBA theses. Initially educated in Slovakia (MSc in Tourism Management) and in the USA (MSc in International Business; visiting scholar at Bentley University’s Center for Business Ethics), Ilona received her PhD in International Marketing Management from WU, Austria. Before joining academia, she has gathered industry experience in management consulting, market research, corporate marketing, and small and medium-size enterprise support in Slovakia and the USA.
Ilona’s research is centered on corporate social responsibility/sustainability, branding, and consumer stereotypes. Her work has been published in leading academic journals, such as the Journal of the Academy of Marketing Science, Journal of World Business, British Journal of Management, and International Marketing Review, among others. Her research on country and brand stereotypes, published in International Marketing Review, received the ‘Outstanding Paper Award’ in 2022 from the Emerald Literati Awards of Excellence. Ilona has contributed to edited volumes (e.g., Edward Elgar Publishing, SAGE, Springer, Palgrave Macmillan, Routledge), international conference proceedings (e.g., Academy of Marketing Science - AMS, European Marketing Academy - EMAC, Academy of Management - AoM) and has co-edited (with B. B. Schlegelmilch) the book entitled ‘Rethinking Business Responsibility in a Global Context: Challenges to Corporate Social Responsibility, Sustainability and Ethics’ by Springer.
Ilona serves as an ad-hoc reviewer for a number of academic journals, such as the Journal of Business Ethics; Journal of International Marketing; International Marketing Review; Management International Review; Asia Pacific Journal of Management; Business Ethics Quarterly; Journal of Business Research; Cross Cultural & Strategic Management; Industrial Marketing Management; International Journal of Consumer Studies; Business Ethics, the Environment and Responsibility; British Journal of Management; Journal of Brand Management as well as for international academic conferences (e.g., AMS, EMAC). She is a member of the Academy of Marketing Science (AMS) and the European Marketing Academy (EMAC). Ilona served as the EMAC National Representative for Austria in 2022-2023 and fulfills the role of the Track-Chair at the AMS World Marketing Congress (Cross-Cultural and International Marketing Track, e.g., in 2023, 2024).
Academic Awards & Honors
2023 | Winner of the ‘Jay Lindquist Best Congress Paper Award’ – Academy of Marketing Science World Marketing Congress 2023.
2022 | Winner of the ‘Outstanding Paper Award’ – Emerald Literati Awards of Excellence (International Marketing Review).
2021 | Nomination for ‘Outstanding Reviewer’ – Journal of Business Ethics.
2019 | Nomination for ‘Journal of World Business Best Paper Award’ – for "Culture's Effects on Corporate Sustainability Practices: A Multi-Domain and Multi-Level View" in Journal of World Business.
2018 | Winner of the ‘GLOBE Robert J. House Best Research Paper Award’ for "Culture's Effects on Corporate Sustainability Practices: A Multi-Domain and Multi-Level View" in Journal of World Business.
2018 | Top Journal Publication Award for “Culture’s Effects on Corporate Sustainability Practices: A Multi-Domain and Multi-Level View” in Journal of World Business (Vienna University of Economics and Business)
2015 | Top Journal Publication Award for “Linking Cause Assessment, Corporate Philanthropy, and Corporate Reputation” in Journal of the Academy of Marketing Science (Vienna University of Economics and Business)
- Corporate responsibility & corporate irresponsibility
- Corporate sustainability
- Consumer stereotyping
- Consumer behavior and consumer decision-making
Szőcs, I., & Schubert, H. (2023). CSR transparency in online fashion retail and its impact on consumers' perceived value. In Approaches to Corporate Social Responsibility: Knowledge, Values, and Actions. Markovic, S., Lindgreen, A., Koporcic, N., Micevski, M. (Eds.), Routledge, pp. 108-125.
Szőcs, I., Diamantopoulos, A., & Luburić, G. (2023). Consumer Preferences for Domestic versus Foreign Brands: The Role of Consumer Characteristics and Brand Stereotypes. In: Marketing – Eine Bilanz, von der Oelsnitz, D. & Wagner, U. (Eds.). Springer, pp. 155-168.
Szőcs, I. & Micevski, M. (2021). Corporate Responsibility as an Effective Marketing Practice for Improving Consumers’ Brand Evaluations – Critical Overview, New Insights, and Future Directions. In Handbook of Sustainability-Driven Strategy in Practice, S. Markovic, C. Sancha & A. Lindgreen (Eds.). Edward Elgar Publishing. ISBN 978-1-78990-834-3, pp. 79-93.
Gidaković, P., Szőcs, I., Diamantopoulos, A., Florack, A., Egger, M., & Žabkar, V. (2022). The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions. British Journal of Management, 3(4), 1924-1949.
Diamantopoulos, A., Szőcs, I., Florack, A., Kolbl, Ž., & Egger, M. (2021). The bond between country and brand stereotypes: insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer. International Marketing Review, 38(6), 1143-1165,
Schlegelmilch, B.B. & Szőcs, I. (2020). Rethinking Business Responsibility in a Global Context - Challenges to Corporate Social Responsibility, Sustainability and Ethics. Springer. ISBN 978-3-030-34261-6.
Szőcs, I. & Miska, C. (2020). Ethics in the Context of Cross-Cultural Management. In: The SAGE Handbook of Contemporary Cross-Cultural Management, B. Szkudlarek, L. Romani, D. V. Caprar & J. S. Osland (Eds.). SAGE. ISBN: 9781526441324, pp. 227-239.
Kudlak, R., Szőcs, I., Krumay, B., & Martinuzzi, A. (2018). The future of CSR - Selected findings from a Europe-wide Delphi study. Journal of Cleaner Production, 183, 282-291,
Miska, C., Szőcs, I., & Schiffinger, M. (2018). Culture’s effects on corporate sustainability practices: A multi-domain and multi-level view. Journal of World Business, 53(2), 263-279.
Szőcs, I., Schlegelmilch, B.B., Rusch, T., & Shamma, H.M. (2016). Linking cause assessment, corporate philanthropy, and corporate reputation. Journal of the Academy of Marketing Science, 44(3), 376-396.
Schlegelmilch, B.B. & Szőcs, I. (2015). Corporate philanthropy and ethicality: two opposing notions? In: Handbook on Ethics and Marketing, Nill, A. (Ed.), Edward Elgar Publishing Inc., pp. 317-353. ISBN: 978178100 3428
Mitchell, V., Petrovici, D., Schlegelmilch, B. B. & Szőcs, I. (2015). The influence of parents versus peers on Generation Y Internet ethical attitudes. Electronic Commerce Research and Applications, 14(2), 95-103.
Szőcs, I. (2010). Honda Motor Company Limited. In: The New Role of Regional Management, Ambos B. and Schlegelmilch, B.B. (eds.), pp. 215-239. London: Palgrave Macmillan.
In: Handbook of Sustainability-driven Business Strategies in Practice. ed. /Stefan Markovic; Cristina Sancha; Adam Lindgreen. Cheltenham : Edward Elgar Publishing 2021, p. 79–93
External lecturer at the University of Vienna