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:
Mohamed Sobhy Temerak; Milena Micevski; Selma Kadic-Maglajlic; Zoran Latinovic / All Salespeople are (not) Created Equal : Customers’ Views on a Creator, a Getter, and a Taker.
Abstract from AMS 2023 Annual Conference, 2023
Conference abstract for conference > peer review
Stefan Markovic (Editor) ; Adam Lindgreen (Editor) ; Nikolina Koporcic (Editor) ; Milena Micevski (Editor) / Approaches to Corporate Social Responsibility : Knowledge, Values, and Actions.
New York, NY : Routledge 2023, 314 p. (Routledge Studies in Business Ethics)
Anthology > peer review
Stefan Markovic; Adam Lindgreen; Nikolina Koporcic; Milena Micevski / Foreword
In: Approaches to Corporate Social Responsibility: Knowledge, Values, and Actions. . ed. /Stefan Markovic; Adam Lindgreen; Nikolina Koporcic; Milena Micevski. New York, NY : Routledge 2023, p. xxvii-xxv (Routledge Studies in Business Ethics)
Ehsan Noorzad Moghaddam; Alireza Aliahmadi; Mehdi Bagherzadeh; Stefan Markovic; Milena Micevski; Fatemeh Saghafi / Let Me Choose What I Want : The Influence of Incentive Choice Flexibility on the Quality of Crowdsourcing Solutions to Innovation Problems.
In: Technovation, Vol. 120, 2.2023
Journal article > peer review
Marc Herz; Milena Micevski; Tim Ilbertz / Wenn das Bild einer Stadt auseinandergeht : Diskrepanzen zwischen Eigen- und Fremdbild bei BürgerInnen und TouristInnen der deutschen Großstädte.
In: Forum Markenforschung 2021: Tagungsband der Konferenz DERMARKENTAG. . ed. /Jörn Redler; Holger J. Schmidt; Carsten Baumgarth. Wiesbaden : Gabler 2023, p. 219-233
Article in proceedings > peer review
Ilona Szöcs; 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
Belinda Dewsnap; Milena Micevski; John W. Cadogan; Selma Kadic-Maglajlic / Flexibility in Marketing & Sales Interfacing Processes
In: Industrial Marketing Management, Vol. 91, 11.2020, p. 285-300
Journal article > peer review
More results... (total 32 results)
Research Projects
Outside activities
  • Academic advisor for the Marketing Lab (CBS student association)