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 Advances in Branding Research Cluster, and a Member of the Consumer Research Cluster at CBS. Apart from his involvement at CBS, Stefan is also: the National Representative of Denmark and an Executive Committee Member at the European Marketing Academy (EMAC); an Associate Editor of Business Ethics: A European Review; a Member of the Editorial Boards of Industrial Marketing Management, European Business Review and the World Open Innovation Conference; and Co-chair of the Special Interest Group on Branding at the European Marketing Academy Conference. He also serves as a Guest Editor for Special Issues in Industrial Marketing Management and Business Ethics: A European Review, and as a Book Editor for Edward Elgar. In addition, Stefan is an ad-hoc reviewer for a number of top-tier international academic journals (e.g., Journal of Business Ethics, Journal of Business Research) and renowned international academic conferences (e.g., European Marketing Academy Conference, American Marketing Association Conference). 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, California Management Review, Journal of Business Research, Journal of Brand Management, Industrial Marketing Management, and IEEE Transactions on Engineering Management. In recognition for his research performance, Stefan received Certificates of Excellence in Research in 2017, 2018 and 2019 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, Master and PhD theses at CBS, and a PhD thesis at ESADE Business School, where he serves as an External Lecturer. Stefan is also an External Lecturer at NEOMA Business School, and serves as a Jury Member at the Belgrade Business International Case Competition (BBICC), ranked Top 10 worldwide.  

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, 2018, 2019 Certificates of Excellence in Education, Copenhagen Business School.

2017, 2018, 2019 Certificates of Excellence in Research, Copenhagen Business School.

1st Prize (best paper-presentation: “Why co-creation is the future of branding”), Brand Science Slam, 14th Global Brand Conference (Academy of Marketing).

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

PhD Scholarship, Fundació ESADE.

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.

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.

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

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


Social media
Links
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

PhD thesis supervision

  • PhD in Marketing. (Sept 2019 – present).

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).
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

Markovic, Stefan, Mehdi Bagherzadeh, Anna Dubiel, Jim Cheng, and Wim Vanhaverbeke (2020), “Do not miss the boat to outside-in open innovation: Enable your employees,” Industrial Marketing Management, 91, 152-161.

Ind, Nicholas, Oriol Iglesias, and Stefan Markovic (2020), “Conscientious organizations: How business is accelerating toward a fairer future,” California Management Review. https://cmr.berkeley.edu/2020/08/conscientious-organizations/

Markovic, Stefan, Marin Jovanovic, Mehdi Bagherzadeh, Cristina Sancha, Marija Sarafinovska, and Yuqian Qiu (2020), “Priorities when selecting business partners for service innovation: The contingency role of product innovation,” Industrial Marketing Management, 88, 378-388.

Bagherzadeh, Mehdi, Stefan Markovic, Jim Cheng, and Wim Vanhaverbeke (2020), “How does outside-in open innovation influence innovation performance? Analyzing the mediating roles of knowledge sharing and innovation strategy,” IEEE Transactions on Engineering Management, 67(3), 740-753.

Gurca, Andrei, Mehdi Bagherzadeh, Stefan Markovic, and Nikolina Koporcic (2020), “Managing the challenges of business-to-business open innovation in complex projects: A multi-stage process model,” Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2020.05.035

Dziubaniuk, Olga, Wilhelm Barner-Rasmussen, Nikolina Koporcic, Maria Ivanova-Gongne, Tibor Mandják, and Stefan Markovic (2020), “Business-to-business marketing research: Assessing readability and discussing relevance to practitioners,” Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2020.01.012

Iglesias, Oriol, Stefan Markovic, Mehdi Bagherzadeh, and Jatinder J. Singh (2020), “Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty,” Journal of Business Ethics, 163(1), 151-166.

Iglesias, Oriol, Polina Landgraf, Nicholas Ind, Stefan Markovic, and Nikolina Koporcic (2020), “Corporate Brand Identity Co-creation in Business-to-Business Contexts,” Industrial Marketing Management, 85, 32-43.

Bagherzadeh, Mehdi, Stefan Markovic, and Marcel Bogers (2019), “Managing open innovation: A project-level perspective,” IEEE Transactions on Engineering Management. doi.org/10.1109/TEM.2019.2949714

Iglesias, Oriol, Stefan Markovic, Jatinder J. Singh, and Vicenta Sierra (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.

Iglesias, Oriol, Stefan Markovic, and Josep Rialp (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.

Markovic, Stefan, and Mehdi Bagherzadeh (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.

Markovic, Stefan, Oriol Iglesias, Jatinder J. Singh, and Vicenta Sierra (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, Vicenta, Oriol Iglesias, Stefan Markovic, and Jatinder J. Singh (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, Nicholas, Oriol Iglesias, and Stefan Markovic (2017), “The co-creation continuum: From tactical market research tool to strategic collaborative innovation method,” Journal of Brand Management, 24, 310 – 321.

Book Chapters

Markovic, Stefan (2019), “Co-creation in Brand Management: Benefits and Challenges,” in Co-creating Brands: Brand Management from A Co-creative Perspective (pp. 43-47), Nicholas Ind and Holger Schmidt, eds. London: Bloomsbury Publishing.

Markovic, Stefan, and Ranim Helwani (2019), “Co-creation and Social Media Influencers,” in Co-creating Brands: Brand Management from A Co-creative Perspective (pp. 210-214), Nicholas Ind and Holger Schmidt, eds. London: Bloomsbury Publishing.

Gimenez, Cristina, Vicenta Sierra, Cristina Sancha, Joan Rodon, and Stefan Markovic (2018), “The impact of environmental and social practices on the triple bottom line: A mediated model,” in Measuring and controlling sustainability: Spanning theory and practice, Adam Lindgreen, Christine Vallaster, Shumaila Yousofzai, and Bernhard Hirsch, eds. London: Routledge.

Conference Papers and Presentations

Sancha, Cristina, Stefan Markovic, and Vicenta Sierra (2019), “Drivers of the adoption of first- and lower-tier sustainable supplier development practices,” 54th CLADEA Annual Assembly. ESAN University and University of Lima, Peru.

Markovic, Stefan, Yuqian Qiu, Oriol Iglesias, and Mehdi Bagherzadeh (2019), “Does co-creation improve the equity of services brands? Considering the roles of recognition benefits and alternative attractiveness,” 14th Global Brand Conference – Academy of Marketing. Berlin School of Economics and Law, Berlin, Germany.

Ind, Nicholas, Oriol Iglesias, and Stefan Markovic (2019), “Why co-creation is the future of branding,” 14th Global Brand Conference – Academy of Marketing. Berlin School of Economics and Law, Berlin, Germany.

von Wallpach, Sylvia, Richard Gyrd-Jones, and Stefan Markovic (2019), “Critical reflections on brand management: Theory, practice, and future directions,” 48th European Marketing Academy Conference (EMAC). University of Hamburg, Hamburg, Germany.

Markovic, Stefan, Oriol Iglesias, Yuqian Qiu, and Mehdi Bagherzadeh (2019), “Examining the relationship between co-creation and brand equity in the context of services brands,” 48th European Marketing Academy Conference (EMAC). University of Hamburg, Hamburg, Germany.

Markovic, Stefan, Oriol Iglesias, Yuqian Qiu, and Mehdi Bagherzadeh (2018), “The impact of CSR on word-of-mouth,” 30th International Marketing Congress (AEMARK). Universitat Autònoma de Barcelona, Barcelona, Spain.

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

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

Markovic, Stefan, Oriol Iglesias, Yuqian Qiu, and Mehdi Bagherzadeh (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, Serena, Stefan Markovic, and Sylvia von Wallpach (2018), “Brand value co-destruction in collective digital discourse: A case study,” 13th Global Brand Conference – Academy of Marketing. Northumbria University, Newcastle, UK.

Iglesias, Oriol, Stefan Markovic, and Josep Rialp (2017), “How does Service Brand Experience influence Brand Equity? Considering the roles of Employee Empathy, Customer Affective Commitment, and Customer Satisfaction,” 12th Global Brand Conference – Academy of Marketing. Linnæus University, Kalmar, Sweden.

Markovic, Stefan, Oriol Iglesias, and Nicholas Ind (2016), “Exploring the Managerial Approaches to Co-creation,” 2016 Summer American Marketing Association Conference (AMA). Atlanta, USA.

Markovic, Stefan, Oriol Iglesias, Jatinder J. Singh, and Vicenta Sierra (2016), “Do Customer Perceptions of Corporate Brand Ethicality generate Brand Equity?,” 2016 Summer American Marketing Association Conference (AMA). Atlanta, USA.

Markovic, Stefan, and Oriol Iglesias (2016), “Ethical Challenges of Brand Value Co-creation,” 45th European Marketing Academy Conference (EMAC). BI Norwegian Business School, Oslo, Norway.

Markovic, Stefan, and Oriol Iglesias (2016), “Is Brand Value Co-creation Ethical? Exploring the Managerial Perceptions,” 11th Global Brand Conference – Academy of Marketing. School of Management - University of Bradford, Bradford, UK.

Markovic, Stefan, and Oriol Iglesias (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, Stefan, Oriol Iglesias, Jatinder J. Singh, and Vicenta Sierra (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 – IE University, Madrid, Spain.

Markovic, Stefan, Oriol Iglesias, and Nicholas Ind (2015), “Value Co-creation: A Managerial Perspective,” 10th Global Brand Conference – Academy of Marketing. Turku School of Economics – University of Turku, Turku, Finland.

Ind, Nicholas, Oriol Iglesias, and Stefan Markovic (2014), “Managerial Perceptions of Co-creation,” 1st Annual World Open Innovation Conference. Napa, California, USA.

Markovic, Stefan, and Oriol Iglesias (2014), “Brand value co-creation: towards a multiple stakeholder perspective,” 49th CLADEA Annual Assembly. ESADE Business School – Universitat Ramon Llull, Barcelona, Spain.

Publications sorted by:
2020
Olga Dziubaniuk; Wilhelm Barner-Rasmussen; Nikolina Koporcic; Maria Ivanova-Gongne; Tibor Mandják; Stefan Markovic / Business-to-Business Marketing Research : Assessing Readability and Discussing Relevance to Practitioners.
In: Industrial Marketing Management, 6.2.2020
Journal article > peer review
Oriol Iglesias; Stefan Markovic; Mehdi Bagherzadeh; Jatinder Jit Singh / Co-creation : A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty.
In: Journal of Business Ethics, Vol. 163, No. 1, 4.2020, p. 151-166
Journal article > peer review
Oriol Iglesias; Polina Landgraf; Nicholas Ind; Stefan Markovic; Nikolina Koporcic / Corporate Brand Identity Co-creation in Business-to-business Contexts
In: Industrial Marketing Management, Vol. 85, 2.2020, p. 32-43
Journal article > peer review
Stefan Markovic; Mehdi Bagherzadeh; Anna Dubiel; Jim Cheng; Wim Vanhaverbeke / Do not Miss the Boat to Outside-in Open Innovation : Enable Your Employees.
In: Industrial Marketing Management, Vol. 91, 11.2020, p. 152-161
Journal article > peer review
Mehdi Bagherzadeh; Stefan Markovic; Jim Cheng; Wim Vanhaverbeke / How Does Outside-In Open Innovation Influence Innovation Performance? : Analyzing the Mediating Roles of Knowledge Sharing and Innovation Strategy.
In: IEEE Transactions on Engineering Management, Vol. 67, No. 3, 8.2020, p. 740-753
Journal article > peer review
Andrei Gurca; Mehdi Bagherzadeh; Stefan Markovic; Nikolina Koporcic / Managing the Challenges of Business-to-Business Open Innovation in Complex Projects : A Multi-stage Process Model.
In: Industrial Marketing Management, 18.6.2020
Journal article > peer review
Stefan Markovic; Marin Jovanovic; Mehdi Bagherzadeh; Cristina Sancha; Marija Sarafinovska; Yuqian Qiu / Priorities When Selecting Business Partners for Service Innovation : The Contingency Role of Product Innovation.
In: Industrial Marketing Management, Vol. 88, 7.2020, p. 378-388
Journal article > peer review
2019
Oriol Iglesias; Stefan Markovic; Jatinder Jit Singh; Vicenta Sierra / Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? : Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits.
In: Journal of Business Ethics, Vol. 154, No. 2, 1.2019, p. 441-459
Journal article > peer review
Oriol Iglesias; Stefan Markovic; Josep Rialp / How does Sensory Brand Experience Influence Brand Equity? : Considering the Roles of Customer Satisfaction, Customer Affective Commitment, and Employee Empathy.
In: Journal of Business Research, Vol. 96, 3.2019, p. 343-354
Journal article > peer review
Mehdi Bagherzadeh; Stefan Markovic; Marcel Bogers / Managing Open Innovation : A Project-level Perspective.
In: IEEE Transactions on Engineering Management, 12.11.2019
Journal article > peer review
More results... (total 18 results)
Academic Interests


Outside activities

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