The three main research areas - Finance & Accounting, Management & Marketing, Supply Chain & Information Management - represent the long-term framework for the development of Business Administration and Business Informatics at the JKU. They enable a holistic approach to current topics such as digitization. For example, digitization can be examined in the focus on Management and Marketing under the aspect of business model innovation, in the Finance and Accounting focus under the aspect of FinTech and in the focus on Supply Chain and Information Management under the aspect of the “Internet of Things”.

In doing so, synergies can be used across the focal points and access points to other research units within and outside the JKU can be created. Based on the analysis of sustainability challenges along the entire value added chain in the focus area of Management and Marketing, the research field "Sustainability Management" will find points of emphasis in Finance and Accounting, such as Sustainability Management Control Systems and Integrated Reporting as well as e.g. the relationship between Corporate Social Responsibility and the financial performance of companies.