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Daniela Micu

Postdoc

Subjects
B2B Design Startup Marketing Sales Artificial intelligence

Primary research areas

AI in Sales Man­age­ment
AI in sales in sales can be dis­cussed in many ways: the AI tools that can be used to ad­dress a busi­ness chal­lenge, the ad­op­tion of the said tools, or the eth­ics of AI. My work takes a ma­na­geri­al per­spect­ive, and I am keen to in­vest­ig­ate the de­cision-mak­ing pro­cesses per­tain­ing to the ex­plor­a­tion and im­ple­ment­a­tion of AI in sales or­gan­iz­a­tions.
Design sci­ence re­search
Design sci­ence is a prag­mat­ic prob­lem-solv­ing ap­proach that provides us with the means to de­vel­op ar­ti­facts that im­prove fu­ture out­comes. In my re­search I util­ize this meth­od, and I am in­ter­ested in ad­van­cing its use in the mar­ket­ing field.
B2B mar­ket­ing
Mar­ket­ing fo­cused on build­ing value-driv­en re­la­tion­ships between busi­nesses, as well as the im­pact of de­cisions at the em­ploy­ee, man­age­ment and or­gan­iz­a­tion levels.
Sus­tain­able value cre­ation
Build­ing long-term value through sus­tain­able busi­ness prac­tice.

From re­search to real-world rel­ev­ance

My research draws from my doctoral thesis on design science in management and marketing, is cross-disciplinary and explores various problems on the B2B agenda. Given my background in practice in marketing and technology, I am always looking forward to research, teaching and in general discussing the many challenges at the intersection.  

I consider myself a translator between B2B marketing and tech, and I’m looking forward to the hybrid new world, with both benefits and new challenges to research! 

My research supports: 

- To translate complex tech offerings into understandable value (BizTech); 

- Startups and small companies; 

- B2B companies to address challenges such as increase performance using AI in sales and marketing; 

- Cross-disciplinary research using design science; 

- Sustainable business development. 

Publications

See all publications

2026

Who Is to Blame?

The Effect of Customer Education on the Locus of Responsibility in B2B Service Failure

Dorian Florea

Da­ni­ela Micu, Postdoc

Deva Rangarajan
Go to publication

2026

Exploring the Green-Green Dilemma

A Marketing View

Da­ni­ela Micu, Postdoc

Carla Sophie Fjelsted Rasmussen

Mi­le­na Mi­cevski, Associate Professor

Go to publication

January 2025

Emergence and Dynamics of Value Proposition Position

A Case Study of Digital Platform in Logistics

Da­ni­ela Micu, Postdoc

Go to publication