Prof. Dr. Desirée Valeria Schatzl

Desirée serves as the VP of Marketing & Sales at Tomorrow University of Applied Sciences. She earned her PhD in Entrepreneurship & Innovation Management from the University of Klagenfurt, Austria. Her research expertise centres on technology management and adoption, where she has made valuable contributions with diverse publications in renowned scientific journals. Beyond academia, Desiree has held various key leadership roles in higher education management. Prior to her role at Tomorrow University, she served as the Global Marketing Director for EGADE Business School at Tecnológico de Monterrey, Latin America's top-ranked business school. She also held the position of Program Director for the Bachelor in International Business at the same institution. Desiree professional journey extends outside the realm of higher education. She has led the Marketing & Strategic Alliances department at a Latin America Impact Investment Fund, demonstrating her commitment to impactful ventures. Moreover, she played a pivotal role in enhancing the international competitiveness of Guanajuato's capital city in Mexico, gaining extensive insights into the regional economy and the Latin American Impact Entrepreneurship Ecosystem. As a member of the B-Leader Community in Europe and Multiplicadora B in Latin America, Desiree is passionately dedicated to impact-driven organizations. Her strong commitment to challenging the status quo as a means to foster a better tomorrow is at the core of her professional philosophy.

Personal mission
My mission is to embody perpetual motion, continuously grow & inspire others through my experiences & learnings. I prioritize focusing my energies, ensuring that my vibrant spirit never wanes. *In other words, I never want to cease moving & to inspire others to move as well. Doing so, I need to take care of my 🔋🪫supplies.*
Courses Taught
Mission Identification
Introduction to Entrepreneurship
Social Entrepreneurship
Impact Measurement for Social Entrepreneurs
Global Business Strategy
Innovation, Markets and Technology Development
Negotiation Techniques and International Trade
International Advertising
Introduction to International Business
Grundlagen der Nachhaltigkeit
Nachhaltigkeitsmanagement im Unternehmen

Research focus:

  • Technology Adoption
  • Radical Technologies

List of Papers

Organizational adoption of 3D printing technology: a semisystematic literature review. Journal of Manufacturing Technology Management (IF=7,55), 32(9), 48-78. (DOI: /10.1108/JMTM-03-2020-0087)

Leveraging 3D Printing Technologies: The Case of Mexico’s Footwear Industry. Research-Technology Management (IF=2,49), 64(2), 20–30. (DOI: /10.1080/08956308.2021.1864919)

The relative impact of isomorphic pressures on the adoption of radical technology: Evidence from 3D printing. Technovation (IF=6,66), 113, [102418]. (DOI: /10.1016/j.technovation.2021.102418)

Multiple conference proceedings (AMA, DRUID, EURAM, IPDMC)

Book Chapters
Books (Monographs)
Professional Community Services


  • B- Leader / B-Corp Multipliers

Reviewing among others:

  • Research-Technology Management,
  • Technology in Society
  • Conferences: EURAM, AMA Winter Conference

Judging & mentoring in competitions

  • MassChallenge (Startup Accelerator)
  • Tec Lean Startup Accelerator
  • INC Monterrey
  • Startup Mexico
  • British Council Impact Initiatives

Organizational & Editorship Activities
  • Bachelor in Applied Business Administration (Bakk. rer. soc. oec.), AAU Klagenfurt, Austria
  • Master in Applied Business Administration (Mag. rer. soc. oec), AAU Klagenfurt, Austria
  • Master in International Management (MSc), AAU Klagenfurt, Austria
  • PHD in Innovation, Entrepreneurship & Economic Development (Dr. rer. soc. oec.), AAU Klagenfurt, Austria

Consulting / Entrepreneurship Projects
Founder projects