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MARKOVIC Stefan

PhD in Management Sciences

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Head of department
Marketing
PhD in Management Sciences

Stefan Markovic is Full Professor and Head of Department of Marketing at NEOMA Business School. He received his PhD in Management Sciences (cum laude) from ESADE Business School. Before joining NEOMA, Stefan was a faculty member at Copenhagen Business School. He teaches courses related to branding, innovation, and ethics. His research lies at various intersections between branding, marketing, innovation, and ethics/CSR/sustainability. He has published several articles in renowned academic journals, such as Business & Society, Industrial Marketing Management, and Journal of Business Ethics. Stefan is an Executive Committee Member and Chair of the SIG on Branding at the European Marketing Academy. He is also Co-Editor-in-Chief of Business Ethics, the Environment & Responsibility and Associate Editor for Interdisciplinary Research with Industrial Marketing Management.

Areas of research

  • Brand Marketing
  • Innovation
  • Ethics / Corporate Social Responsibility

Recent academic contributions

  • LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "Moving from closed to open innovation and its performance implications" in 32nd International ACEDE Conference,University of Alicante, 2023, Alicante, Spain
  • MARKOVIC, S., N. KOPORCIC, G. SAMARA, R. BARKEMEYER, "Sustainability and interactive network branding in fast‐changing business environments", Business Ethics, the Environment and Responsibility, July 2023, vol. 32, no. 3, pp. 877-881
    DOI : 10.1111/beer.12557
  • LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "From closed to open innovation: A U-shaped performance implication" in 10th Annual World Open Innovation Conference (WOIC), 2023, Bilbao, Spain

Article

  • IGLESIAS, O., M. MINGIONE, N. IND, S. MARKOVIC, "How to build a conscientious corporate brand together with business partners: A case study of Unilever", Industrial Marketing Management, February 2023, vol. 109, pp. 1-13
    DOI : 10.1016/j.indmarman.2022.12.008
  • BARKEMEYER, R., G. SAMARA, S. MARKOVIC, D. JAMALI, "Editorial - Publishing Big Data research in Business Ethics, the Environment and Responsibility: Advice for authors", Business Ethics, the Environment and Responsibility, January 2023, vol. 32, no. 1, pp. 1-3
    DOI : 10.1111/beer.12502
  • MARKOVIC, S., M. BAGHERZADEH, R. BARKEMEYER, G. SAMARA, "Editorial - Pursuing innovative solutions to sustainability problems through openness: A future research agenda", Business Ethics, the Environment and Responsibility, April 2023, vol. 32, no. 2, pp. 415-418
    DOI : 10.1111/beer.12532
  • MARKOVIC, S., N. KOPORCIC, G. SAMARA, R. BARKEMEYER, "Sustainability and interactive network branding in fast‐changing business environments", Business Ethics, the Environment and Responsibility, July 2023, vol. 32, no. 3, pp. 877-881
    DOI : 10.1111/beer.12557
  • MARKOVIC, S., O. IGLESIAS, N. IND, "Conscientious business-to-business organizations: Status quo and future research agenda", Industrial Marketing Management, July 2023, vol. 112, pp. A8-A11
    DOI : 10.1016/j.indmarman.2023.05.021
  • MOGHADDAM, E. N., A. ALIAHMADI, M. BAGHERZADEH, S. MARKOVIC, M. MICEVSKI, F. SAGHAFI, "Let me choose what I want: The influence of incentive choice flexibility on the quality of crowdsourcing solutions to innovation problems", Technovation, February 2023, pp. 102679
    DOI : 10.1016/j.technovation.2022.102679
  • MARKOVIC, S., O. IGLESIAS, J. QIU, M. BAGHERZADEH, "The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness", Business and Society, October 2022, vol. 61, no. 7, pp. 1773-1803
    DOI : 10.1177/00076503211053021
  • DIMA, J., R. BARKEMEYER, G. SAMARA, S. MARKOVIC, "The SDGs: A change agenda shaping the future of business and humanity at large", Business Ethics, the Environment and Responsibility, September 2022, vol. 31, no. 4, pp. 899-903
  • SAMARA, G., J. DIMA, S. MARKOVIC, R. BARKEMEYER, "BEER Spotlight Editorial Series I: Ethics, the environment and responsibility in family businesses", Business Ethics, the Environment and Responsibility, July 2022, vol. 31, no. 3, pp. 601-603
  • DIMA, J., R. BARKEMEYER, S. MARKOVIC, G. SAMARA, "Behind the scenes of an academic journal: Challenges, commitment, and resilience", Business Ethics, the Environment and Responsibility, July 2022, vol. 31, no. 2, pp. 293-295
  • MARKOVIC, S., M. BAGHERZADEH, W. VANHAVERBEKE, M. BOGERS, "Editorial : Managing business-to-business open innovation: A project-level approach", Industrial Marketing Management, April 2021, vol. 94, pp. 159-163
    DOI : 10.1016/j.indmarman.2021.02.009
  • BAGHERZADEH, M., S. MARKOVIC, M. BOGERS, "Managing Open Innovation: A Project-Level Perspective", IEEE Transactions on Engineering Management, February 2021, vol. 68, no. 1, pp. 301-316
    DOI : 10.1109/TEM.2019.2949714
  • GURCA, A., M. BAGHERZADEH, S. MARKOVIC, N. KOPORCIC, "Managing the challenges of business-to-business open innovation in complex projects: A multi-stage process model", Industrial Marketing Management, April 2021, vol. 94, pp. 202-215
    DOI : 10.1016/j.indmarman.2020.05.035
  • MARKOVIC, S., N. KOPORCIC, M. ARSLANAGIC-KALAJDZIC, S. KADIC-MAGLAJLIC, M. BAGHERZADEH, N. ISLAM, "Business-to-business open innovation: COVID-19 lessons for small and medium-sized enterprises from emerging markets", Technological Forecasting and Social Change, September 2021, vol. 170
    DOI : 10.1016/j.techfore.2021.120883
  • DIMA, J., S. MARKOVIC, R. BARKEMEYER, G. SAMARA, A. AGAFONOW, D. MOONSMAYER, C. NEESHMAN, "BEER Heterodoxies: A new section to trigger unorthodox voices and perspectives", Business Ethics, the Environment and Responsibility, January 2021, vol. 31, no. 1, pp. 1-3
  • DIMA, J., S. MARKOVIC, R. BARKEMEYER, G. SAMARA, "Rising like a phoenix: From suppression to 6.967", Business Ethics, the Environment and Responsibility, October 2021, vol. 30, no. 4, pp. 467-469
  • DIMA, J., R. BARKEMEYER, S. MARKOVIC, G. SAMARA, "Do business ethics really matter?", Business Ethics, the Environment and Responsibility, July 2021, vol. 30, no. 3, pp. 245-247
  • MARKOVIC, S., E. JAAKKOLA, A. LINDGREEN, A. DI BENEDETTO, "Editorial:Introducing interdisciplinary research in Industrial Marketing Management", Industrial Marketing Management, February 2021, vol. 93, pp. A1-A3
  • DZIUBANIUK, O., W. BARNER-RASMUSSEN, S. MARKOVIC, N. KOPORCIC, M. IVANOVA-GONGNE, T. MANDJÁK, "Business-to-business marketing research: Assessing readability and discussing relevance to practitioners", Industrial Marketing Management, 2021, vol. 92, pp. 217-231
  • IND, N., O. IGLESIAS, S. MARKOVIC, "Conscientious organizations: How business is accelerating toward a fairer future", California Management Review, August 2020
  • IGLESIAS, O., P. LANDGRAF, N. IND, S. MARKOVIC, N. KOPORCIC, "Corporate Brand Identity Co-creation in Business-to-Business Contexts", Industrial Marketing Management, February 2020, vol. 85, pp. 32-43
  • MARKOVIC, S., M. BAGHERZADEH, A. DUBIEL, J. CHENG, W. VANHAVERBEKE, "Do not miss the boat to outside-in open innovation: Enable your employees", Industrial Marketing Management, November 2020, vol. 91, pp. 152-161
    DOI : 10.1016/j.indmarman.2020.09.003
  • MARKOVIC, S., M. JOVANOVIC, M. BAGHERZADEH, C. SANCHA, M. SARAFINOVSKA, Y. QIU, "Priorities when selecting business partners for service innovation: The contingency role of product innovation", Industrial Marketing Management, July 2020, vol. 88, pp. 378-388
    DOI : 10.1016/j.indmarman.2020.06.001
  • BAGHERZADEH, M., S. MARKOVIC, J. CHENG, W. VANHAVERBEKE, "How Does Outside-In Open Innovation Influence Innovation Performance? Analyzing the Mediating Roles of Knowledge Sharing and Innovation Strategy", IEEE Transactions on Engineering Management, August 2020, vol. 67, no. 3, pp. 740-753
    DOI : 10.1109/TEM.2018.2889538
  • IGLESIAS, O., S. MARKOVIC, M. BAGHERZADEH, J. SINGH, "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty", Journal of Business Ethics, April 2020, vol. 163, no. 1, pp. 151-166
    DOI : 10.1007/s10551-018-4015-y
  • IGLESIAS, O., S. MARKOVIC, J. J. SINGH, V. SIERRA, "Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits", Journal of Business Ethics, January 2019, vol. 154, no. 2, pp. 441-459
  • IGLESIAS, O., S. MARKOVIC, J. RIALP, "How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy", Journal of Business Research, March 2019, vol. 96, pp. 343-354
  • MARKOVIC, S., O. IGLESIAS, J. J. SINGH, V. SIERRA, "How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality", Journal of Business Ethics, April 2018, vol. 148, no. 4, pp. 721-740
  • MARKOVIC, S., M. BAGHERZADEH, "How does breadth of external stakeholder co-creation influence innovation performance? Analyzing the mediating roles of knowledge sharing and product innovation", Journal of Business Research, July 2018, vol. 88, pp. 173-186
    DOI : 10.1016/j.jbusres.2018.03.028

Book chapter

  • MARKOVIC, S., Y. QIU, C. SANCHA, N. KOPORCIC, "A systematic literature review of sustainability in corporate services branding: Identifying dimensions, drivers, outcomes, and future research opportunities" in The Routledge Companion to Corporate Branding., Oriol Iglesias, Nicholas Ind, and Majken Schultz Eds, Routledge, pp. 228-248, 2022
  • MARKOVIC, S., K. TOLLIN, "Business Model Innovation for Sustainability: The intersections among business models, innovation, and sustainability" in Handbook of sustainability-driven business strategies in practice., tefan Markovic, Cristina Sancha, and Adam Lindgreen Eds, Edward Elgar Publishing, pp. 144-157, 2021
  • MARKOVIC, S., H. RANIM, "Co-creation and Social Media Influencers" in Co-creating Brands: Brand Management from A Co-creative Perspective., Nicholas Ind and Holger Schmidt Ed., Bloomsbury, pp. 210-214, 2019
  • MARKOVIC, S., "Co-creation in Brand Management: Benefits and Challenges" in Co-creating Brands: Brand Management from A Co-creative Perspective., Nicholas Ind and Holger Schmidt Ed., Bloomsbury, pp. 43-47, 2019
  • MARKOVIC, S., C. GIMENEZ, V. SIERRA, C. SANCHA, J. RODON, "The impact of environmental and social practices on the triple bottom line: A mediated model" in Measuring and controlling sustainability: Spanning theory and practice., Adam Lindgreen, Christine Vallaster, Shumaila Yousofzai, and Bernhard Hirsch Eds, Routledge, pp. 141-165, 2018

Books

  • MARKOVIC, S., A. LINDGREEN, N. KOPORCIC, M. MICEVSKI, Approaches to corporate social responsibility: Knowledge, values, and actions, Routledge, Taylor & Francis Group, New York, 2023
  • MARKOVIC, S., R. GYRD-JONES, S. VON WALLPACH, A. LINDGREEN, Brand co-creation: Theory, practice, and ethical implications, Edward Elgar Publishing, London, 2022
  • MARKOVIC, S., C. SANCHA, A. LINDGREEN, Handbook of sustainability-driven business strategies in practice, Edward Elgar Publishing, London, 2021

Academic conferences

  • LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "Moving from closed to open innovation and its performance implications" in 32nd International ACEDE Conference,University of Alicante, 2023, Alicante, Spain
  • LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "From closed to open innovation: A U-shaped performance implication" in 10th Annual World Open Innovation Conference (WOIC), 2023, Bilbao, Spain
  • MARKOVIC, S., Y. QIU, O. IGLESIAS, M. BAGHERZADEH, "Co-creation as an open innovation mechanism to boost customer usage intention: A randomized lab experiment" in 10th Annual World Open Innovation Conference (WOIC), 2023, Bilbao, Spain
  • LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "Choosing between closed and open innovation" in Nova School of Business and Economics, DRUID Conference, 2023, Lisbon, Portugal
  • MARKOVIC, S., C. T. LIAO, M. BAGHERZADEH, V. DAMNJANOVIC, "The U-shaped relationship between relative openness and innovation performance" in European Academy of Management Conference (EURAM), Trinity College Dublin, 2023, Dublin, Ireland
  • BAGHERZADEH, M., S. MARKOVIC, R. GYRD-JONES, Y. QIU, "Crowdsourcing for luxury brands: A field experiment" in 4th Brand Meaning Network Workshop. American University of Sharjah, 2023, Sharjah, United Arab Emirates
  • QIU, Y., O. IGLESIAS, S. MARKOVIC, C. SANCHA, "Drivers and outcomes of co-creation in B2B brand management" in 16th Global Brand Conference – Academy of Marketing. University of Bergamo, 2023, Bergamo, Italy
  • MINGIONE, M., O. IGLESIAS, N. IND, S. MARKOVIC, "Conscientious brands: a three-level approach to purpose" in 16th Global Brand Conference – Academy of Marketing. University of Bergamo, 2023, Bergamo, Italy
  • MARKOVIC, S., M. MICEVSKI, Y. QIU, M. BAGHERZADEH, "How does co-creation influence customer purchase intent? Examining the underlying relational mechanisms" in 16th Global Brand Conference – Academy of Marketing, University of Bergamo, 2023, Bergamo, Italy
  • QIU, Y., O. IGLESIAS, S. MARKOVIC, C. SANCHA, "Co-creation in B2B branding: a systematic literature review," in 51st European Marketing Academy Conference, 2022, Budapest, Hungary
  • MARKOVIC, S., Y. QIU, O. IGLESIAS, M. BAGHERZADEH, "How to build service brand equity through co-creation? An experimental design," in 15th Global Brand Conference – Academy of Marketing, 2022, United Kingdom
  • QIU, Y., O. IGLESIAS, S. MARKOVIC, "Reciprocal brand identity co-creation" in European Marketing Academy Regional Conference, 2020, Online
  • MARKOVIC, S., O. IGLESIAS, Y. QIU, M. BAGHERZADEH, "Examining the relationship between co-creation and brand equity in the context of services brands" in 48th European Marketing Academy Conference (EMAC), 2019, Hamburg
  • VON WALLPACH, S., R. GYRD-JONES, S. MARKOVIC, "Critical reflections on brand management: Theory, practice, and future directions" in 48th European Marketing Academy Conference (EMAC), 2019, Hamburg, Germany
  • IND, N., O. IGLESIAS, S. MARKOVIC, "Why co-creation is the future of branding" in 14th Global Brand Conference – Academy of Marketing, 2019, Berlin, Germany
  • MARKOVIC, S., Y. QIU, O. IGLESIAS, M. BAGHERZADEH, "Does co-creation improve the equity of services brands? Considering the roles of recognition benefits and alternative attractiveness" in 14th Global Brand Conference – Academy of Marketing, 2019, Berlin, Germany
  • GURCA, A., M. BAGHERZADEH, S. MARKOVIC, N. KOPORCIC, "Managing oppeness in high complexity innovation projects: Evidence from the automotive sector" in 6th Annual World Open Innovation Conference (WOIC), 2019, Rome, Italy
  • MARKOVIC, S., "Should brands collaborate with suppliers or competitors to boost service innovation? Analyzing the moderating role of product innovation" in 3rd Brand Meaning Network Workshop. Nova School of Business and Economics, 2019, Lisbon, Portugal
  • MARKOVIC, S., S. WIDER, S. VON WALLPACH, "Brand value co-destruction in collective digital discourse: A case study" in 13th Global Brand Conference – Academy of Marketing. Northumbria University, 2018, Newcastle, United Kingdom
  • MARKOVIC, S., O. IGLESIAS, Y. QIU, M. BAGHERZADEH, "The impact of CSR on word-of-mouth" in 30th International Marketing Congress (AEMARK). Universitat Autònoma de Barcelona, 2018, Barcelona
  • VON WALLPACH, S., R. GYRD-JONES, S. MARKOVIC, "Brand co-creation: Innovation opportunities and ethical challenges" in 47th European Marketing Academy Conference (EMAC). University of Strathclyde, 2018, Glasgow, United Kingdom
  • MARKOVIC, S., S. VON WALLPACH, R. GYRD-JONES, "Multi-stakeholder knowledge sharing and brand co-creation: Ethical considerations," in 47th European Marketing Academy Conference (EMAC). University of Strathclyde, 2018, Glasgow
  • MARKOVIC, S., O. IGLESIAS, Y. QIU, M. BAGHERZADEH, "Do CSR practices improve customer positive word-of-mouth? Considering the roles of brand authenticity and customer affective commitment," in 13th Global Brand Conference – Academy of Marketing. Northumbria University, 2018, Newcastle, United Kingdom

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