Department of Marketing

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.