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Daniela Micu

Postdoc

Subjects
B2B Design Startup Marketing Sales Artificial intelligence

Primary research areas

AI in Sales Management

AI in sales can be discussed in many ways; the AI tools that can be used to address a business challenge, the adoption of such tools, or the ethics of AI. My work takes a managerial perspective, and I am keen to investigate the decision-making processes pertaining to the exploration and implementation of AI in sales organisations.

Design science research

Design science is a pragmatic problem-solving approach that provides us with the means to develop artefacts that improve future outcomes. In my research, I utilise this method, and I am interested in advancing its use in the marketing field.

B2B marketing

Marketing focused on building value-driven relationships between businesses, as well as the impact of decisions at the employee, management and organisation levels.

Sustainable value creation

Building long-term value through sustainable business practices.

From research to real-world relevance

My research draws from my doctoral thesis on design science in management and marketing, is cross-disciplinary, and explores various problems on the B2B agenda. Given my background in marketing and technology practice, I am always looking forward to research, teaching and in general discussing the many challenges at their intersection.  

I consider myself a translator between B2B marketing and tech, and I’m looking forward to the hybrid new world, with both benefits and new challenges for research.

My research supports: 

  • Translating complex tech offerings into understandable value (BizTech)
  • Start-ups and small companies
  • B2B companies in addressing challenges such as increasing performance using AI in sales and marketing
  • Cross-disciplinary research using design science
  • Sustainable business development