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Selma Kad­ic-Magla­jl­ic

Associate Professor

Subjects
B2B Marketing Service Digitalisation Artificial intelligence Sales

Primary research areas

Sales Man­age­ment & Buy­er–Seller Re­la­tion­ships
Ex­plor­ing how salespeople and or­gan­iz­a­tions build, sus­tain, and some­times dam­age cus­tom­er re­la­tion­ships, with fo­cus on trust, eth­ics, and value cre­ation in B2B con­texts.
Dark Side of Sales Be­ha­vi­or
Study­ing op­por­tunism, in­ci­vil­ity, xeno­pho­bia, and oth­er neg­at­ive be­ha­vi­ors in sales in­ter­ac­tions, and how they af­fect per­form­ance, cus­tom­er out­comes, and or­gan­iz­a­tion­al cul­ture.
Mar­ket­ing Eth­ics & Re­spons­ible Busi­ness
In­vest­ig­at­ing eth­ic­al de­cision-mak­ing in mar­ket­ing and sales, with em­phas­is on re­spons­ible lead­er­ship, or­gan­iz­a­tion­al justice, and long-term sustain­ability of busi­ness prac­tices.
AI, Tech­no­logy & the Fu­ture of Selling
Ana­lyz­ing how di­git­al tools, AI, and data-driv­en plat­forms re­shape sales pro­cesses, cus­tom­er en­gage­ment, and mar­ket­ing strategies, bal­an­cing ef­fi­ciency with eth­ic­al con­cerns.

Ex­plor­ing the hu­man side of mar­ket­ing and sales

I study how human behavior, ethics, and technology shape sales and marketing. My work helps organizations build responsible, data-driven practices that improve performance while benefiting society. I bring companies into the classroom and am always open to collaborating with industry partners. I also teach, consult, and speak internationally to inspire the next generation of marketing and sales leaders. 

Links

Neur­oticism may not be as fixed as we think. In this TEDx talk, Selma ex­plores how job de­mands can re­shape per­son­al­ity.
Link
Sales jobs make people neur­ot­ic, but em­ploy­ers can pro­tect work­ers’ health – just look at the con­struc­tion in­dustry
Link
Selma and Michel dis­cuss how AI can stream­line ad­min­is­trat­ive tasks and en­hance de­cision-mak­ing in sales.
Link

Outside activities

Consultant, Marketing & Sales Strategy, 2015–current

Ad­vising or­gan­iz­a­tions on sales, mar­ket­ing, and re­spons­ible busi­ness prac­tices.

Advisory Board Member, Includovate, 2022–current

Ad­vising on in­clus­ive busi­ness mod­els and gender re­search.

Advisory Board Member, Rootically, 2019–current

Sup­port­ing busi­ness de­vel­op­ment and mar­ket growth strategies.