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Barbara Stoettinger Portrait

Prof. Barbara Stöttinger

Former Dean of the WU Executive Academy

Biography

Barbara Stöttinger is former Dean of the WU Executive Academy. She completed a doctorate at WU and a habilitation in the field of International Marketing in 2003. Before she joined WU’s Institute for International Marketing Management, she worked in the field of marketing at a global consumer electronics manufacturer and as a consultant. Her research has frequently led her abroad, including extended stays in the US and Canada. Barbara Stöttinger has also been a sought-after lecturer in the fields of marketing and international marketing for years. She has received numerous teaching awards for her lectures in Europe, Asia, and North America.

Articles

Leadership
One hand places a wooden block labeled "leadership" and a star and ribbon symbol on a pyramid of blocks. The other blocks, labeled with various business-related terms and symbols, form the base of the pyramid on a wooden surface.

COVID-Leadership Reloaded

Leadership 2022: Lead through uncertainty with resilience, vision, and crisis-ready leadership skills.

LeadershipTrends
Wooden blocks with arrows pointing upwards are arranged in a V-shape on a blue background. At the top, a block with a target and arrow symbolizes the target. The year "2030" is written above it in large white letters.

Business Countdown to 2030

The next 6 years will define business success – those who don’t act now may no longer be relevant by 2030.

DigitizationTrends
AI illustration of a digital brain under the EU stars, surrounded by symbols such as gears, circuit boards and the EU flag. Classic buildings flank rows of computers and books, conveying the mix of technology and regulation.

AI Act 2026

AI Act 2026: Why leaders must act now to ensure AI compliance and gain a competitive edge.

Digitization
A digital artwork showing a small human silhouette standing in front of a wireframe model of a larger human body. The background shows binary code patterns in shades of blue, creating a technological theme.

A Digitization Manual

Kickstart digital transformation: 5 practical tips for mastering change with strategy, culture, and clarity.

Executive EducationExecutive MBA
A 3D illustration of a hand throwing a coin into a black end cap. The text next to it reads: "YOU are your BEST INVESTMENT. Find your program." The background is light blue.

The Time for an Education is Now

Especially in times of crisis, continuing education is a secure investment—with measurable ROI and lasting career advancement.

LeadershipTips
Silhouettes of five people in business attire are superimposed over an urban cityscape with skyscrapers and streets. The image conveys a sense of teamwork and innovation in a modern city environment.

Top 10 Leadership Skills

The 10 essential leadership skills for navigating change and complexity—and leading teams to lasting success.

Digital TransformationDigitizationInnovation
A digital representation of the Earth from space, showing Europe, Asia and Africa. The continents are illuminated and various lines with illuminated nodes represent global connectivity or communication networks around the planet.

Digitization vs. Globalization

Megatrend Digitalization: Opportunity or Threat? How globalization fuels fears, but the positive outweighs.