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Mar­in Jovan­ovic

Associate Professor

Subjects
Decision-making Innovation Digitalisation Supply chain Artificial intelligence

Primary research areas

Future of B2B Platforms: Cyber-Physical Integration

Exploring how rising cyber-physical integration and shifting human–AI orchestration produce new platform archetypes and tensions. Focus on generativity vs. control, platform federation, and governance patterns that enable resilient, autonomous industrial ecosystems.

Hybrid Intelligence Orchestration (HIO)

How AI-driven industrial platforms allocate decision rights, split tasks across humans–AI–machines, and keep updates safe in cyber-physical operations. Focus: governance-by-design, human-in-the-loop oversight, auditability, and reference architectures for manufacturing.

Shifting Incumbent Identities

How legacy firms reauthor identity as they platformize, moving from equipment-centric producers to data/AI-enabled ecosystem orchestrators. Focus on mirror-breaking sequences, technical modularization, organizational decoupling, and relational governance, to restore architecture–organization–ecosystem fit.

How to manage AI that runs industry?

My interests and exploration 

I study how industrial platforms become “hybrid intelligence” systems—linking humans, algorithms, and physical assets. My work maps who decides what, how rules are encoded in software and AI pipelines, and how responsibilities shift across firms in safety-critical operations. 

Ethical dimensions and future visions 

I design governance-by-design: human-in-the-loop oversight, override thresholds, provenance and audit trails. The aim is accountable autonomy that enables innovation without sacrificing reliability, worker dignity, or public trust. 

Central research question 

How do AI-driven industrial platforms reorganize control, coordination, and knowledge production across humans, algorithms, and physical assets – and with what consequences for the division of labor within and across firms?

Podcast: Industrial and B2B Platforms with Marin Jovanovic

In this episode, Marin Jovanovic discusses the evolution and characteristics of B2B platforms, contrasting them with B2C platforms. The conversation covers the peculiarities of B2B platforms, including data governance, network effects, transaction value, and the complexity of governance in multi-firm ecosystems. Marin also highlights the growing importance of data utilization, modular structures, and the emergence of generative ecosystems and meta-organizations in the B2B space. The discussion further explores the potential of AI in conjunction with platforms, particularly in the medical sector.
Spotify Website of the Podcast

Recent research projects

LUT-CBS PhD Co-Supervision

Co-supervise Shayala Yesmin (LUT) on AI for B2B platforms: extending capabilities and sales and Anna Hiltunen (LUT) on CPS retrofit/preemptive design for data-driven services.

GenAI Adoption in Organizations

GenAI embedding differs by scale: startup quickly leverages LLMs while a biotech incumbent stalls. Decision incongruence—rigid routines, opaque rationales, fragmented authority—blocks value.
Academy of Management

Links

Hybrid Intelligence Orchestration (HIO)

The website is associated with the ongoing grant application on Hybrid Intelligence Orchestration (HIO).
Division of Intelligence