smmarktg

Department of Marketing

Stefan
Markovic
Associate professor
,
PHD


Room: SOL/C2.06
Tel:
+4538152134
E-mail: sm.marktg@cbs.dk
Presentation

Dr. Stefan Markovic is an Associate Professor at the Department of Marketing at Copenhagen Business School (CBS). In addition, he is Chair of the Marketing Ethics Research Cluster, Co-chair of the Brand Meaning Research Cluster, and a Member of the Consumer Research Cluster at CBS. Apart from his involvement at CBS, Stefan is also an Associate Editor of Business Ethics: A European Review (2nd Best Journal in Ethics according to ISI Journal Citation Reports), a Member of the Editorial Advisory Board of European Business Review, a Member of the Spanish Association of Academic and Professional Marketing (AEMARK), and Co-chair of the permanent Special Interest Group on Branding at the European Marketing Academy Conference (EMAC). He also serves as an ad-hoc reviewer for a number of top-tier international academic journals (e.g., Journal of Business Ethics, Industrial Marketing Management) and renowned international academic conferences (e.g., European Marketing Academy Conference – EMAC, American Marketing Association Conference – AMA) in the fields of Marketing, Brand Management, Innovation, and Ethics/CSR. Stefan obtained his PhD in Management Sciences from ESADE Business School with both Cum Laude and International distinctions. With his PhD thesis, entitled “21st-Century Brands: An Innovation Opportunity and an Ethical Challenge,” Stefan won 3rd Prize in the 2017 International Doctoral Thesis Competition held by the European Doctoral Association in Management and Business Administration (EDAMBA).

Stefan’s research lies at various intersections between Brand Management, Innovation, and Ethics/CSR. He has published several articles in top-tier international academic journals, including Journal of Business Ethics, Journal of Business Research, Journal of Brand Management, and IEEE Transactions on Engineering Management. In recognition for his research performance, Stefan received a Certificate of Excellence in Research in 2017 from CBS. Apart from conducting research, Stefan also teaches several courses on Brand Management, Innovation, and/or Ethics at CBS, mainly at Master level. He also supervises Bachelor and Master theses at CBS, and PhD theses at ESADE Business School and NEOMA Business School, where he serves as an External Collaborator/Lecturer. 

Before joining CBS, Stefan was a Teaching Assistant for various courses related to Marketing, Brand Management and Innovation at ESADE Business School. These courses were part of different programs, including: Bachelor of Business Administration (BBA); MSc in Marketing Management; Master of Business Administration (MBA); and Executive Master of Business Administration (ExMBA). Moreover, he supervised several Bachelor and Master theses at ESADE Business School, and was a Member of the Academic Tribunal of the KPMG International Case Competition at KPMG Barcelona. Stefan was also a Visiting Doctoral Scholar at Kristiania University College, Norway.

Academic Awards

2017 Certificate of Excellence in Education, Copenhagen Business School.

2017 Certificate of Excellence in Research, Copenhagen Business School.

3rd Prize, 2017 International Doctoral Thesis Competition, European Doctoral Association in Management and Business Administration (EDAMBA).

PhD Scholarship, Fundació ESADE. (Sep 2013 – Aug 2016).

Mobility Award for Scientific Staff affiliated with Spanish Universities, Societat Econòmica Barcelonesa d’Amics del País (SEBAP) in collaboration with Don Javier Godó, Count of Godó, and La Caixa Foundation. (Jan 2015 – May 2015).

Educational Background

PhD in Management Sciences, ESADE Business School – Universitat Ramon Llull. Thesis: “21st-Century Brands: An Innovation Opportunity and an Ethical Challenge” (Cum Laude and International distinctions).

Master of Research in Management Sciences, ESADE Business School – Universitat Ramon Llull.

Undergraduate and Master in Business Administration, ESADE Business School – Universitat Ramon Llull.

Primary research areas
  • Brand Management
  • Innovation
  • Ethics/CSR
Administrative tasks


Link to this homepage
www.cbs.dk/en/staff/smmarktg
Courses

Associate Professor

Perspectives in Strategic Brand Management. MSc in Economics and Business Administration. Copenhagen Business School. (Autumn 2016 – present). (Course coordinator).

Advanced Perspectives in Brand Co-creation: Innovation Opportunities and Ethical Challenges. MSc Elective Course. Copenhagen Business School. (Autumn 2017 – present). (Course coordinator).

Brand Management. BA in Intercultural Marketing and Communication. Copenhagen Business School. (Spring 2017 – present).

Strategic Leadership and Brand Management. MSc in Economics and Business Administration. Copenhagen Business School. (Spring 2017 – Spring 2018).

Supervision

Copenhagen Business School

Master thesis supervision

  • MSc in Economics and Business Administration. (2016 – present).
  • MSc in Social Science in Service Management. (2017 – present).

Bachelor thesis supervision

  • BSc in Business Administration and Service Management. (2018 – present).
  • BSc in International Business. (2017 – present).

Internship supervision

  • MSc in Social Science in Service Management. (2017 – present).
  • BSc in International Business Communication. (2018 – present).

ESADE Business School

PhD thesis supervision

  • PhD in Management Sciences. (Sep 2017 – present).

Master thesis supervision

  • MSc in Marketing Management. (2015 – 2016).

Bachelor thesis supervision

  • Bachelor of Business Administration (BBA). (2015 – 2016).

NEOMA Business School

PhD thesis supervision

  • PhD in Management Sciences. (Sep 2018 – present).
Other teaching activities

Teaching Assistant

Strategic Brand Management. MSc in Marketing Management. ESADE Business School – Universitat Ramon Llull. Oct 2014 – Dec 2015 & Oct 2015 – Dec 2015.

Strategic Brand Management. Master of Business Administration (MBA). ESADE Business School – Universitat Ramon Llull. Jan 2015 – Mar 2016 & Jan 2016 – Mar 2016.

Strategic Brand Management. Executive Master of Business Administration (EMBA). ESADE Business School – Universitat Ramon Llull. Oct 2014 – Nov 2014.

Co-creation strategies: Innovating together with customers. MSc in Marketing Management. ESADE Business School – Universitat Ramon Llull. Dec 2014 – Jan 2015 & Dec 2015 – Jan 2016.

Marketing Management I. Bachelor of Business Administration (BBA). ESADE Business School – Universitat Ramon Llull. Jan 2014 – May 2014.

Visiting Lecturer

Introduction to co-creation. Bachelor in Marketing. Oslo School of Management – Kristiania University College. Apr 2015 – May 2015.

Selected publications

Journal Articles 

Bagherzadeh, M., Markovic, S., Cheng, J., & Vanhaverbeke, W. (2019). How does outside-in open innovation influence innovation performance? Analyzing the mediating roles of knowledge sharing and innovation strategy. IEEE Transactions on Engineering Management. doi.org/10.1109/TEM.2018.2889538

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354.

Iglesias, O., Markovic, S., Singh, J. J., & Sierra, V. (2019). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics, 154(2), 441-459.

Markovic, S., & Bagherzadeh, M. (2018). How does breadth of external stakeholder co-creation influence innovation performance? Analyzing the mediating roles of knowledge sharing and product innovation. Journal of Business Research, 88, 173-186.

Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2018). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics. doi.org/10.1007/s10551-018-4015-y.

Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721-740.

Sierra, V., Iglesias, O., Markovic, S., & Singh, J. J. (2017). Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics, 144(3), 661-676.

Ind, N., Iglesias, O., & Markovic, S. (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management, 24, 310 – 321.

Book Chapters

Gimenez, C., Sierra, V., Sancha, C., Rodon, J., & Markovic, S. (2019). The impact of environmental and social practices on the triple bottom line: A mediated model. In A. Lindgreen, C. Vallaster, S. Yousofzai, & B. Hirsch (Eds.) Measuring and controlling sustainability: Spanning theory and practice. London, UK: Routledge.

Conference Papers and Presentations

Markovic, S., Iglesias, O., Qiu, Y., & Bagherzadeh, M. (2018). The impact of CSR on word-of-mouth. 30th International Marketing Congress (AEMARK). Universitat Autònoma de Barcelona. Barcelona, Spain.

von Wallpach, S., Gyrd-Jones, R., & Markovic, S. (2018). Brand co-creation: Innovation opportunities and ethical challenges. 47th European Marketing Academy Conference (EMAC). University of Strathclyde. Glasgow, UK.

Markovic, S., von Wallpach, S., & Gyrd-Jones, R. (2018). Multi-stakeholder knowledge sharing and brand co-creation: Ethical considerations. 47th European Marketing Academy Conference (EMAC). University of Strathclyde. Glasgow, UK.

Markovic, S., Iglesias, O., Qiu, Y., & Bagherzadeh, M. (2018). Do CSR practices improve customer positive word-of-mouth? Considering the roles of brand authenticity and customer affective commitment. 13th Global Brand Conference – Academy of Marketing. Northumbria University. Newcastle, UK.

Wider, S., Markovic, S., & von Wallpach, S. (2018). Brand value co-destruction in collective digital discourse: A case study. 13th Global Brand Conference – Academy of Marketing. Northumbria University. Newcastle, UK.

Iglesias, O., Markovic, S., & Rialp, J. (2017). How does Service (Sensory) Brand Experience influence Brand Equity? Considering the roles of Employee Empathy, Customer Affective Commitment, and Customer Satisfaction. 12th Global Brand Conference – Academy of Marketing. Linnaeus University. Kalmar, Sweden.

Markovic, S., Iglesias, O., & Ind, N. (2016). Exploring the Managerial Approaches to Co-creation. 2016 Summer American Marketing Association Conference (AMA). Atlanta, USA.

Markovic, S., Iglesias, O., Singh, J.J., & Sierra, V. (2016). Do Customer Perceptions of Corporate Brand Ethicality generate Brand Equity? 2016 Summer American Marketing Association Conference (AMA). Atlanta, USA.

Markovic, S., & Iglesias, O. (2016). Ethical Challenges of Brand Value Co-creation. 45th European Marketing Academy Conference (EMAC). BI Norwegian Business School. Oslo, Norway.

Markovic, S., & Iglesias, O. (2016). Brand Value Co-creation: Ethical Implications from a Managerial Perspective. 11th Global Brand Conference – Academy of Marketing. University of Bradford. Bradford, UK.

Markovic, S., & Iglesias, O. (2016). Corporate Brands and Business Ethics: Empty Persuasion vs. Brand Ethos. 6th International Conference on Rhetoric and Narratives in Management Research. ESADE Business School – Universitat Ramon Llull. Barcelona, Spain.

Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2015). Does Customer Perceived Ethicality Improve Equity in Corporate Services Brands? Analyzing the Roles of Recognition Benefits, Brand Image, and Brand Heritage. 1st Mediterranean Symposium on Consumer Behavior Research. IE Business School. Madrid, Spain

Markovic, S., Iglesias, O., & Ind, N. (2015). Value Co-creation: A Managerial Perspective. 10th Global Brand Conference – Academy of Marketing. Turku School of Economics – University of Turku. Turku, Finland.

Ind, N., Iglesias, O., & Markovic, S. (2014). Managerial Perceptions of Co-creation. 1st Annual World Open Innovation Conference. Napa, USA.

Markovic, S., & Iglesias, O. (2014). Brand Value Co-creation: Towards a Multiple Stakeholder Perspective. 49th CLADEA Annual Assembly. ESADE Business School – Universitat Ramon Llull. Barcelona, Spain.

Academic Interests


Outside activities

Since 2019, External Lecturer at NEOMA Business School, France.