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Selma Kad­ic-Magla­jl­ic

Associate Professor

Subjects
B2B Marketing Service Digitalisation Artificial intelligence Sales

Primary research areas

Sales Man­age­ment & Buy­er–Seller Re­la­tion­ships
Ex­plor­ing how salespeople and or­gan­iz­a­tions build, sus­tain, and some­times dam­age cus­tom­er re­la­tion­ships, with fo­cus on trust, eth­ics, and value cre­ation in B2B con­texts.
Dark Side of Sales Be­ha­vi­or
Study­ing op­por­tunism, in­ci­vil­ity, xeno­pho­bia, and oth­er neg­at­ive be­ha­vi­ors in sales in­ter­ac­tions, and how they af­fect per­form­ance, cus­tom­er out­comes, and or­gan­iz­a­tion­al cul­ture.
Mar­ket­ing Eth­ics & Re­spons­ible Busi­ness
In­vest­ig­at­ing eth­ic­al de­cision-mak­ing in mar­ket­ing and sales, with em­phas­is on re­spons­ible lead­er­ship, or­gan­iz­a­tion­al justice, and long-term sustain­ability of busi­ness prac­tices.
AI, Tech­no­logy & the Fu­ture of Selling
Ana­lyz­ing how di­git­al tools, AI, and data-driv­en plat­forms re­shape sales pro­cesses, cus­tom­er en­gage­ment, and mar­ket­ing strategies, bal­an­cing ef­fi­ciency with eth­ic­al con­cerns.

Ex­plor­ing the hu­man side of mar­ket­ing and sales

I study how human behavior, ethics, and technology shape sales and marketing. My work helps organizations build responsible, data-driven practices that improve performance while benefiting society. I bring companies into the classroom and am always open to collaborating with industry partners. I also teach, consult, and speak internationally to inspire the next generation of marketing and sales leaders. 

Publications

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June 2025

Global Events Demand Global Data

COVID-19 Crisis Responses and the Future of Selling and Sales Management Around the Globe

Maria Rouziou

Willy Bolander

Karen Peesker

Pia Hautamäki

Deva Rangarajan

Manoshi Samaraweera

Jorge Bullemore

Michel Klein

Raj Agnihotri

Karina Burgdorff Jensen

Danny Pimentel Claro

Christophe Fournier

Gabriel R. Gonzalez

Paolo Guenzi

Sel­ma Ka­dic-Mag­la­j­lic, Associate Professor

Christine Lai-Bennejean

Walter Palomino-Tamayo

Carla Ramos

Lynette Ryals

Jim Salas

Huanhuan Shi

Philip Squire

Jörg Westphal
Go to publication

February 2025

When Does Betting on Ambidexterity Pay Off?

Exploring SME’s Customer Relationship Strategies During Crises

Dario Miocevic

Sel­ma Ka­dic-Mag­la­j­lic, Associate Professor

Go to publication

Links

Neur­oticism may not be as fixed as we think. In this TEDx talk, Selma ex­plores how job de­mands can re­shape per­son­al­ity.
Link
Sales jobs make people neur­ot­ic, but em­ploy­ers can pro­tect work­ers’ health – just look at the con­struc­tion in­dustry
Link
Selma and Michel dis­cuss how AI can stream­line ad­min­is­trat­ive tasks and en­hance de­cision-mak­ing in sales.
Link

Outside activities

Con­sult­ant, Mar­ket­ing & Sales Strategy , 2015 - cur­rent

Ad­vising or­gan­iz­a­tions on sales, mar­ket­ing, and re­spons­ible busi­ness prac­tices.

Ad­vis­ory Board Mem­ber, In­cludovate , 2022 - cur­rent

Ad­vising on in­clus­ive busi­ness mod­els and gender re­search.

Ad­vis­ory Board Mem­ber, Root­ic­ally , 2019 - cur­rent

Sup­port­ing busi­ness de­vel­op­ment and mar­ket growth strategies.