Department of Marketing

Associate professor

Room: SOL/C3.03

Dr. Milena Micevski holds a PhD in Marketing Strategy from Loughborough University, UK.  She is currently an Associate Professor at the Department of Marketing at Copenhagen Business School (CBS), Denmark. In addition, she is a Member of the B2B Marketing Research Cluster and Marketing Ethics Research Cluster at CBS. She is also an Associate editor at Business Ethics, the Environment & Responsibility. Milena serves an ad-hoc reviewer for a number of influential international academic journals (e.g., Journal of Business Ethics, Journal of Business Research, Industrial Marketing Management) and international academic conferences (e.g., American Marketing Association Conference, European Marketing Academy Conference). Prior to joining CBS in 2021, she held academic positions at the University of Vienna and Loughborough University. She also worked as an external lecturer at various Universities in Austria and UK.

Milena Micevski’s research lies within the areas of B2B Sales Management, Retail and Service frontline employee management, the role of stereotyping, identification, ethics and emotions in consumer decision-making. Her work appeared in internationally renowned journals such as the Journal of Business Ethics, Journal of International Marketing, Journal of Travel Research, Industrial marketing management, International Marketing Review and Journal of Business Research among others. Her PhD thesis, entitled “Marketing and Sales Interface Flexibility: A Social Exchange Theory Perspective”, won the top prize of “Best Doctoral Idea” at the Academy of Marketing Science (AMS) Doctoral Consortium in Rheims, France in 2011. Her paper, “Firm Innovativeness and Export Performance: Environmental, Networking, and Structural Contingencies”, was nominated for the 2019 prestigious Hans B. Thorelli Award. Prior to joining academia, Milena Micevski has a vast industry experience in both large, global (e.g. L'Oréal) and small, family-owned (e.g. Nikotex Carpets) companies.


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Publications sorted by:
Ilona Szőcs; Milena Micevski / Corporate Responsibility as an Effective Marketing Practice for Improving Consumers Brand Evaluations : Critical Overview, New Insights, and Future Directions.
In: Handbook of Sustainability-driven Business Strategies in Practice. ed. /Stefan Markovic; Cristina Sancha; Adam Lindgreen. Cheltenham : Edward Elgar Publishing 2021, p. 79–93
Book chapter > peer review
Milena Micevski; Adamantios Diamantopoulos; Jennifer Erdbrügger / From Country Stereotypes to Country Emotions to Intentions to Visit a Country : Implications for a Country as a Destination Brand.
In: Journal of Product and Brand Management, Vol. 30, No. 1, 2021, p. 118-131
Journal article > peer review
Nina Michaelidou; Milena Micevski; Georgios Halkias / How do International Advertisers Use Consumer Culture Positioning Strategies? : A Cross-national, Cross-category Approach.
In: International Marketing Review, Vol. 38, No. 2, 2021, p. 367-386
Journal article > peer review
Nina Michaelidou; Milena Micevski; John W. Cadogan / Users' Ethical Perceptions of Social Media Research : Conceptualisation and Measurement .
In: Journal of Business Research, Vol. 124, 1.2021, p. 684-694
Journal article > peer review
Nina Michaelidou; Milena Micevski; Georgios Halkias / Factors Affecting Consumer Responses to Brand Advertising on Social Media : An Abstract.
In: Marketing Opportunities and Challenges in a Changing Global Marketplace: Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference. . ed. /Shuang Wu; Felipe Pantoja; Nina Krey. Cham : Springer 2020, 2 p., p. 159-160 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)
Conference abstract in proceedings > peer review
Nina Michaelidou; Milena Micevski / Consumers' Ethical Perceptions of Social Media Analytics Practices : Risks, Benefits and Potential Outcomes.
In: Journal of Business Research, Vol. 104, 11.2019, p. 576-586
Journal article > peer review
Lara Stocchi; Nina Michaelidou; Milena Micevski / Drivers and Outcomes of Branded Mobile App Usage Intention
In: Journal of Product and Brand Management, Vol. 28, No. 1, 2019, p. 28-49
Journal article > peer review
Milena Micevski; Georgios Halkias; Marc Herz / Multiple Consumer Identities and the Crossover Effect of the EU Identity in Predicting Domestic and Foreign Product Preferences
In: Journal of Business Research, Vol. 104, 11.2019, p. 622-631
Journal article > peer review
Christina Sichtmann; Milena Micevski / Attributions of Service Quality : Immigrant Customers' Perspective.
In: Journal of Services Marketing, Vol. 32, No. 5, 2018, p. 559-569
Journal article > peer review
Lara Stocchi; Nina Michaelidou; Naser Pourazad; Milena Micevski / The Rules of Engagement : How to Motivate Consumers to Engage with Branded Mobile Apps.
In: Journal of Marketing Management, Vol. 34, No. 13-14, 2018, p. 1196-1226
Journal article > peer review
More results... (total 17 results)
Outside activities
  • Academic advisor for the Marketing Lab (CBS student association)