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Mi­lena Micevski

Associate Professor

Subjects
Customer Sales Immigration Diversity Minorities Identity

Primary research areas

Ste­reo­types and pre­ju­dice in sales and con­sumer con­texts
This re­search in­vest­ig­ates how ste­reo­types and pre­ju­dice shape be­ha­vi­ors, per­cep­tions, and out­comes in sales and con­sumer con­texts, ex­amin­ing their im­pact on cus­tom­er in­ter­ac­tions, pur­chase de­cisions, and the ex­per­i­ences of sales pro­fes­sion­als from di­verse back­grounds.
Mar­gin­al­ized groups in the work­force
This re­search in­vest­ig­ates the chal­lenges faced by mar­gin­al­ized groups in the sales work­force, ex­amin­ing how sys­tem­ic bar­ri­ers, bias, and ex­clu­sion lim­it ac­cess to op­por­tun­it­ies, and ex­plor­ing strategies for pro­mot­ing great­er in­clu­sion, equity, and rep­res­ent­a­tion in or­gan­iz­a­tion­al set­tings.
Neurodi­versity in or­gan­iz­a­tions and con­sumer mar­kets
This re­search ex­am­ines how neurodi­ver­gent in­di­vidu­als ex­per­i­ence, con­trib­ute to, and are in­cluded in or­gan­iz­a­tions and con­sumer mar­kets, fo­cus­ing on the bar­ri­ers, sup­ports, and be­ne­fits as­so­ci­ated with neurodi­versity in work and mar­ket­place set­tings.
AI in sales
This re­search ex­plores the role of ar­ti­fi­cial in­tel­li­gence in sales, ana­lyz­ing how AI tools trans­form sales pro­cesses, en­hance de­cision-mak­ing, in­flu­ence cus­tom­er re­la­tion­ships, and cre­ate new op­por­tun­it­ies and chal­lenges for sales pro­fes­sion­als and or­gan­iz­a­tions.

I’m ded­ic­ated to dis­mant­ling bar­ri­ers for di­verse com­munit­ies.

As an academic researcher and educator specializing in sales and organizational inclusion, I am passionate about understanding and addressing social inequality in both B2B and B2C marketplaces and workplaces. My work investigates how structures of stigma, bias, and exclusion impact marginalized and neurodiverse groups, bridging theoretical frameworks with practical research across sectors like B2B sales, retail, healthcare and hospitality. A central focus of my research is on uncovering how neurodiversity, workplace discrimination, and consumer vulnerability shape experiences and outcomes for individuals and organizations. My research has been published in various international journals, including the Journal of Business Ethics, British Journal of Management, Industrial Marketing Management, Journal of Business Research, Journal of Travel Research, Technovation, International Marketing Review, Journal of International Marketing, among others. Apart from publishing academic journal articles, I have written pieces for practitioner journals (DEI as a catalyst for well-being), contributed chapters to edited books, presented my work at various international conferences and edited the book titled: “Approaches to Corporate Social Responsibility Knowledge, Values, and Actions”.  

I act as an associate editor for two academic journals: International Marketing Review and Advances in Business and Management Research and one sales practitioner journal: The International Journal of Sales Transformation. 

I am a coordinator of the innovation European Horizon “Hort2thefuture” project and a principal investigator for Carlsberg Semper Ardens Accelerate: “Buying from a foreigner: Consumer stereotyping of immigrant salespeople in retail sales encounters”.  

As a visiting professor, I have thought at University of Ljubljana (Slovenia), University of Split (Croatia), Catolica Business School (Portugal), Bifrost University (Iceland), University of Greenland (Greenland) and the University of Belgrade Faculty of Economics (Serbia). I also hold the position of the EMAC representative for Denmark and an organizing committee member for the Danish Sales Competition.  

I am passionate about using my expertise to create positive impact beyond academia. My recent activities include supporting a nonprofit for children with cancer and their families through market research that informed their outreach and program development. Additionally, I have developed and delivered practitioner training on AI in both marketing and sales, empowering professionals with practical, ethical, and data-driven skills for real-world business challenges. These initiatives reflect my commitment to bridging research and practice for social and professional advancement. 

Publications

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4 June 2025

Wanderlust and Local Choices

Unveiling Digital Nomads’ Preference for Local Brands through Emotion, Countryphilia, and Identity

Dario Miocevic

Mi­le­na Mi­cevski, Associate Professor

Go to publication

2025

Horticultural Innovations in Soil-friendly Practices to Ensure a Sustainable Future

Project Manual For Hort2theFuture: Including Gender and Ethical Action Plans

Mi­le­na Mi­cevski, Associate Professor

Steve Quarrie

Matthew Gorton

Ana Bogdanović

Barbara Tocco

Da­ni­ela Micu, Postdoc

Sei­di Suur­mets, Academic Officer

Go to publication

Recent research projects

Ste­reo­typ­ing im­mig­rant salespeople in re­tail en­coun­ters

This pro­ject ex­plores how con­sumer ste­reo­types about im­mig­rant salespeople af­fect re­tail en­coun­ters, fo­cus­ing on sales ef­fect­ive­ness, in­teg­ra­tion, and ways to over­come bias in mul­ti­cul­tur­al mar­kets.
https://www.carlsbergfondet.dk/en/what-we-have-funded/CF22-1480

Aut­ist­ic con­sumers: Re­de­fin­ing re­tail in­clu­sion

This re­search ex­plores how aut­ist­ic in­di­vidu­als ex­per­i­ence re­tail en­vir­on­ments, identi­fy­ing bar­ri­ers and op­por­tun­it­ies for im­prov­ing in­clu­sion, ac­cess­ib­il­ity, and com­fort in shop­ping for neurodi­verse con­sumers.

Sales ef­fort back­fire: In­nov­a­tion ad­op­tion in B2B

This study finds that while salespeople’s genu­ine com­mit­ment boosts B2B in­nov­a­tion ad­op­tion, ex­cess­ive selling ef­fort can back­fire, de­creas­ing cus­tom­er trust, es­pe­cially in com­pet­it­ive, com­plex mar­kets.

Links

Pod­cast: The Sales Jam
The Sales Jam pod­cast aims to bridge the gap between aca­dem­ic sales re­search and real-world prac­tice, fo­cus­ing on the hu­man side of sales and mak­ing evid­ence-based in­sights ac­cess­ible to prac­ti­tion­ers.
The Sales Jam - Podcast on Spotify

Outside activities

Vis­it­ing Pro­fess­or at Bi­frost Uni­ver­sity , 2025 - cur­rent

Teach­ing Mar­ket­ing Man­age­ment Course – Mas­ter level.

Vis­it­ing Pro­fess­or at Catol­ica Busi­ness School , 2025 -

De­liv­er­ing the course on Sales Man­age­ment – Mas­ter level.