MARKOVIC Stefan
MARKOVIC Stefan
Head of departmentMarketing
PhD in Management Sciences
Prof. Stefan Markovic holds a Ph.D. in Management Sciences (cum laude and international distinctions), a Master of Research in Management Sciences, and a Bachelor and Master in Business Administration from ESADE Business School, Universitat Ramon Llull, Spain. He is currently a Full Professor of Marketing and the Head of Department of Marketing at NEOMA Business School, France. In addition, Prof. Markovic is Co-Editor-in-Chief of Business Ethics, the Environment & Responsibility, and Associate Editor for Interdisciplinary Research at Industrial Marketing Management. He is also an Executive Committee Member and Chair of the Special Interest Group on Branding at the European Marketing Academy (EMAC).
Prof. Markovic’s research addresses various intersections between marketing, branding, innovation, and ethics. He has published several articles in renowned international academic journals, including Business & Society, IEEE Transactions on Engineering Management, Industrial Marketing Management, Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Psychology & Marketing, Technological Forecasting & Social Change, and Technovation.
Prof. Markovic has also published several books, including “The Routledge Companion to Responsible Business,” “Handbook of Sustainability-Driven Business Strategies in Practice,” “Brand Co-creation: Theory, Practice, and Ethical Implications,” and “Approaches to Corporate Social Responsibility: Knowledge, Values, and Actions.” In addition, he has appeared in several magazines and newspapers, including Markedsføring and Berlingske (Denmark), and La Vanguardia and Cinco Días (Spain). Prof. Markovic has received various scholarships, research grants, and recognitions for research excellence from institutions across countries, as well as awards at academic conferences.
In the area of teaching, Prof. Markovic has developed, coordinated, and/or delivered a wide range of courses in marketing, branding, innovation, ethics, and research methods across Bachelor’s, Master’s, PhD, and Executive MBA programs at various institutions worldwide. He has also conducted in-company training programs for executives in the travel, fashion, and music industries. Prof. Markovic has received several awards for teaching excellence, as well as a grant to support innovation in pedagogy.
Before joining NEOMA Business School, Prof. Markovic was a faculty member at the Department of Marketing at Copenhagen Business School, Denmark, where he also served as the Chair of the Marketing Ethics Research Cluster, Co-chair of the Advances in Branding Research Cluster, and Coordinator of the MSc minor in Marketing and Innovation. In addition, he was the National Representative of Denmark at the European Marketing Academy (EMAC). Prior to entering academia, Prof. Markovic held leadership roles in the travel and MICE industries, including Marketing Director and Chief Representative, for organizations operating in countries such as Serbia, Spain, and Tunisia.
MARKOVIC, S., M. BAGHERZADEH, "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, July 2018, vol. 88, pp. 173-186
https://doi.org/10.1016/j.jbusres.2018.03.028
IGLESIAS, O., S. MARKOVIC, M. BAGHERZADEH, J. SINGH, "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty", Journal of Business Ethics, April 2020, vol. 163, no. 1, pp. 151-166
10.1007/s10551-018-4015-y
BAGHERZADEH, M., S. MARKOVIC, J. CHENG, W. VANHAVERBEKE, "How Does Outside-In Open Innovation Influence Innovation Performance? Analyzing the Mediating Roles of Knowledge Sharing and Innovation Strategy", IEEE Transactions on Engineering Management, August 2020, vol. 67, no. 3, pp. 740-753
10.1109/TEM.2018.2889538
SANCHA, C., V. SIERRA, S. MARKOVIC, E. KOBERG, C. GIMENEZ, "Sustainable SCM: Stakeholder pressure and lower tier suppliers" in 29th EurOMA Conference, 2022, Berlin, Germany
SANCHA, C., S. MARKOVIC, V. SIERRA, "Drivers of the adoption of first- and lower-tier sustainable supplier development practices" in 54th CLADEA Annual Assembly, 2019, Lima, Peru
KOCK, F., A. LINDGREEN, S. MARKOVIC, Research Handbook on Tourism, Complexity and Uncertainty, Edward Elgar Publishing, 2024DOI : 10.4337/9781802203486
MARKOVIC, S., A. LINDGREEN, N. KOPORCIC, M. MICEVSKI, Approaches to corporate social responsibility: Knowledge, values, and actions, Routledge, Taylor & Francis Group, New York, 2023
MARKOVIC, S., R. GYRD-JONES, S. VON WALLPACH, A. LINDGREEN, Brand co-creation: Theory, practice, and ethical implications, Edward Elgar Publishing, London, 2022
MARKOVIC, S., C. SANCHA, A. LINDGREEN, Handbook of sustainability-driven business strategies in practice, Edward Elgar Publishing, London, 2021
MISGANAW, B., D. ASSEFA, S. MARKOVIC, "“One faces the future with one's past” The impact of initial informality on firm involvement in corruption" in European Academy of Management, 2024, Bath, United Kingdom
LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "From closed to open innovation: A U-shaped performance implication" in 10th Annual World Open Innovation Conference (WOIC), 2023, Bilbao, Spain
MARKOVIC, S., Y. QIU, O. IGLESIAS, M. BAGHERZADEH, "Co-creation as an open innovation mechanism to boost customer usage intention: A randomized lab experiment" in 10th Annual World Open Innovation Conference (WOIC), 2023, Bilbao, Spain
LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "Choosing between closed and open innovation" in Nova School of Business and Economics, DRUID Conference, 2023, Lisbon, Portugal
LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "Moving from closed to open innovation and its performance implications" in 32nd International ACEDE Conference,University of Alicante, 2023, Alicante, Spain
MARKOVIC, S., C. T. LIAO, M. BAGHERZADEH, V. DAMNJANOVIC, "The U-shaped relationship between relative openness and innovation performance" in European Academy of Management Conference (EURAM), Trinity College Dublin, 2023, Dublin, Ireland
MARKOVIC, S., M. MICEVSKI, Y. QIU, M. BAGHERZADEH, "How does co-creation influence customer purchase intent? Examining the underlying relational mechanisms" in 16th Global Brand Conference – Academy of Marketing, University of Bergamo, 2023, Bergamo, Italy
MINGIONE, M., O. IGLESIAS, N. IND, S. MARKOVIC, "Conscientious brands: a three-level approach to purpose" in 16th Global Brand Conference – Academy of Marketing. University of Bergamo, 2023, Bergamo, Italy
QIU, Y., O. IGLESIAS, S. MARKOVIC, C. SANCHA, "Drivers and outcomes of co-creation in B2B brand management" in 16th Global Brand Conference – Academy of Marketing. University of Bergamo, 2023, Bergamo, Italy
BAGHERZADEH, M., S. MARKOVIC, R. GYRD-JONES, Y. QIU, "Crowdsourcing for luxury brands: A field experiment" in 4th Brand Meaning Network Workshop. American University of Sharjah, 2023, Sharjah, United Arab Emirates
QIU, Y., O. IGLESIAS, S. MARKOVIC, C. SANCHA, "Co-creation in B2B branding: a systematic literature review," in 51st European Marketing Academy Conference, 2022, Budapest, Hungary
MARKOVIC, S., Y. QIU, O. IGLESIAS, M. BAGHERZADEH, "How to build service brand equity through co-creation? An experimental design," in 15th Global Brand Conference – Academy of Marketing, 2022, United Kingdom
QIU, Y., O. IGLESIAS, S. MARKOVIC, "Reciprocal brand identity co-creation" in European Marketing Academy Regional Conference, 2020, Online
GURCA, A., M. BAGHERZADEH, S. MARKOVIC, N. KOPORCIC, "Managing oppeness in high complexity innovation projects: Evidence from the automotive sector" in 6th Annual World Open Innovation Conference (WOIC), 2019, Rome, Italy
MARKOVIC, S., Y. QIU, O. IGLESIAS, M. BAGHERZADEH, "Does co-creation improve the equity of services brands? Considering the roles of recognition benefits and alternative attractiveness" in 14th Global Brand Conference – Academy of Marketing, 2019, Berlin, Germany
IND, N., O. IGLESIAS, S. MARKOVIC, "Why co-creation is the future of branding" in 14th Global Brand Conference – Academy of Marketing, 2019, Berlin, Germany
VON WALLPACH, S., R. GYRD-JONES, S. MARKOVIC, "Critical reflections on brand management: Theory, practice, and future directions" in 48th European Marketing Academy Conference (EMAC), 2019, Hamburg, Germany
MARKOVIC, S., O. IGLESIAS, Y. QIU, M. BAGHERZADEH, "Examining the relationship between co-creation and brand equity in the context of services brands" in 48th European Marketing Academy Conference (EMAC), 2019, Hamburg
MARKOVIC, S., "Should brands collaborate with suppliers or competitors to boost service innovation? Analyzing the moderating role of product innovation" in 3rd Brand Meaning Network Workshop. Nova School of Business and Economics, 2019, Lisbon, Portugal
MARKOVIC, S., O. IGLESIAS, Y. QIU, M. BAGHERZADEH, "The impact of CSR on word-of-mouth" in 30th International Marketing Congress (AEMARK). Universitat Autònoma de Barcelona, 2018, Barcelona
VON WALLPACH, S., R. GYRD-JONES, S. MARKOVIC, "Brand co-creation: Innovation opportunities and ethical challenges" in 47th European Marketing Academy Conference (EMAC). University of Strathclyde, 2018, Glasgow, United Kingdom
MARKOVIC, S., S. VON WALLPACH, R. GYRD-JONES, "Multi-stakeholder knowledge sharing and brand co-creation: Ethical considerations," in 47th European Marketing Academy Conference (EMAC). University of Strathclyde, 2018, Glasgow
MARKOVIC, S., O. IGLESIAS, Y. QIU, M. BAGHERZADEH, "Do CSR practices improve customer positive word-of-mouth? Considering the roles of brand authenticity and customer affective commitment," in 13th Global Brand Conference – Academy of Marketing. Northumbria University, 2018, Newcastle, United Kingdom
MARKOVIC, S., S. WIDER, S. VON WALLPACH, "Brand value co-destruction in collective digital discourse: A case study" in 13th Global Brand Conference – Academy of Marketing. Northumbria University, 2018, Newcastle, United Kingdom
KOCK, F., A. LINDGREEN, S. MARKOVIC, "Introduction to the Research Handbook on Tourism, Complexity and Uncertainty" in Research Handbook on Tourism, Complexity and Uncertainty., Florian Kock, Adam Lindgreen, Stefan Markovic Eds, Edward Elgar Publishing, pp. 1-6, 2024DOI : 10.4337/9781802203486.00008
MARKOVIC, S., Y. QIU, C. SANCHA, N. KOPORCIC, "A systematic literature review of sustainability in corporate services branding: Identifying dimensions, drivers, outcomes, and future research opportunities" in The Routledge Companion to Corporate Branding., Oriol Iglesias, Nicholas Ind, and Majken Schultz Eds, Routledge, pp. 228-248, 2022
MARKOVIC, S., K. TOLLIN, "Business Model Innovation for Sustainability: The intersections among business models, innovation, and sustainability" in Handbook of sustainability-driven business strategies in practice., tefan Markovic, Cristina Sancha, and Adam Lindgreen Eds, Edward Elgar Publishing, pp. 144-157, 2021
MARKOVIC, S., "Co-creation in Brand Management: Benefits and Challenges" in Co-creating Brands: Brand Management from A Co-creative Perspective., Nicholas Ind and Holger Schmidt Ed., Bloomsbury, pp. 43-47, 2019
MARKOVIC, S., H. RANIM, "Co-creation and Social Media Influencers" in Co-creating Brands: Brand Management from A Co-creative Perspective., Nicholas Ind and Holger Schmidt Ed., Bloomsbury, pp. 210-214, 2019
MARKOVIC, S., C. GIMENEZ, V. SIERRA, C. SANCHA, J. RODON, "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, Routledge, pp. 141-165, 2018
FILIPOVIC, J., M. GORTON, S. MARKOVIC, "Children Preferences for Global and Local Brands: An Empirical Study Drawing on Symbolic Self‐Completion Theory", Psychology and Marketing, February 2025DOI : 10.1002/mar.22188
WIIK, J., N. KOPORCIC, S. MARKOVIC, L. AARIKKA-STENROOS, "B2B customer referencing in a community of practice context: Conceptualizing legitimating mechanisms in the health technology sector", Industrial Marketing Management, May 2025, vol. 127, pp. 29-43DOI : 10.1016/j.indmarman.2025.03.005
KOPORCIC, N., P. K. KUKKAMALLA, S. MARKOVIC, T. MARAN, "Resilience of small and medium-sized enterprises in times of crisis: an umbrella review", Review of Managerial Science, April 2025DOI : 10.1007/s11846-025-00883-0
TOURATIER‐MULLER, N., N. KOPORCIC, S. MARKOVIC, V. DAMNJANOVIĆ, "Drivers and Barriers to the Adoption of Circular Business Models in Small‐ and Medium‐Sized Enterprises: A Comparison Study Between Developed and Developing Economies", Business Strategy and the Environment, July 2025DOI : 10.1002/bse.70098
EKLUND, A. A., M. HELMEFALK, N. IND, S. MARKOVIC, F. VILLEGAS, "Can conscientiousness, circularity, and luxury be in the same room? A conceptual integration of conscientious brands and circular business models using Vivienne Westwood as an illustrative example", Journal of Brand Management, 2025DOI : 10.1057/s41262-025-00409-9
MARKOVIC, S., N. S. DAVCIK, P. SHARMA, "Ethical ramifications of the dark side of business practices in the international business area", Business Ethics, the Environment and Responsibility, October 2024DOI : 10.1111/beer.12747
KOPORCIC, N., S. MARKOVIC, "Corporate Sustainability Reporting: Shifting from Optional Due Diligence to Mandatory Duty", Business Ethics, the Environment and Responsibility, November 2024DOI : https://doi.org/10.1111/beer.12753
LIAO, C. T., M. BAGHERZADEH, S. MARKOVIC, V. DAMNJANOVIC, "Open innovation where it really matters: The U-shaped relationship between relative open innovation and innovation performance in developing countries", IEEE Transactions on Engineering Management, November 2024, vol. 71, pp. 15540-15554DOI : 10.1109/TEM.2024.3490982
MOGHADDAM, E. N., A. ALIAHMADI, M. BAGHERZADEH, S. MARKOVIC, M. MICEVSKI, F. SAGHAFI, "Let me choose what I want: The influence of incentive choice flexibility on the quality of crowdsourcing solutions to innovation problems", Technovation, February 2023, vol. 120, pp. 102679DOI : 10.1016/j.technovation.2022.102679
MARKOVIC, S., O. IGLESIAS, N. IND, "Conscientious business-to-business organizations: Status quo and future research agenda", Industrial Marketing Management, July 2023, vol. 112, pp. A8-A11DOI : 10.1016/j.indmarman.2023.05.021
MARKOVIC, S., N. KOPORCIC, G. SAMARA, R. BARKEMEYER, "Sustainability and interactive network branding in fast‐changing business environments", Business Ethics, the Environment and Responsibility, July 2023, vol. 32, no. 3, pp. 877-881DOI : 10.1111/beer.12557
IGLESIAS, O., M. MINGIONE, N. IND, S. MARKOVIC, "How to build a conscientious corporate brand together with business partners: A case study of Unilever", Industrial Marketing Management, February 2023, vol. 109, pp. 1-13DOI : 10.1016/j.indmarman.2022.12.008
MARKOVIC, S., O. IGLESIAS, J. QIU, M. BAGHERZADEH, "The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness", Business and Society, October 2022, vol. 61, no. 7, pp. 1773-1803DOI : 10.1177/00076503211053021
DIMA, J., R. BARKEMEYER, G. SAMARA, S. MARKOVIC, "The SDGs: A change agenda shaping the future of business and humanity at large", Business Ethics, the Environment and Responsibility, September 2022, vol. 31, no. 4, pp. 899-903
DIMA, J., R. BARKEMEYER, S. MARKOVIC, G. SAMARA, "Behind the scenes of an academic journal: Challenges, commitment, and resilience", Business Ethics, the Environment and Responsibility, July 2022, vol. 31, no. 2, pp. 293-295
BAGHERZADEH, M., S. MARKOVIC, M. BOGERS, "Managing Open Innovation: A Project-Level Perspective", IEEE Transactions on Engineering Management, February 2021, vol. 68, no. 1, pp. 301-316DOI : 10.1109/TEM.2019.2949714
GURCA, A., M. BAGHERZADEH, S. MARKOVIC, N. KOPORCIC, "Managing the challenges of business-to-business open innovation in complex projects: A multi-stage process model", Industrial Marketing Management, April 2021, vol. 94, pp. 202-215DOI : https://doi.org/10.1016/j.indmarman.2020.05.035
MARKOVIC, S., N. KOPORCIC, M. ARSLANAGIC-KALAJDZIC, S. KADIC-MAGLAJLIC, M. BAGHERZADEH, N. ISLAM, "Business-to-business open innovation: COVID-19 lessons for small and medium-sized enterprises from emerging markets", Technological Forecasting and Social Change, September 2021, vol. 170DOI : https://doi.org/10.1016/j.techfore.2021.120883
DIMA, J., S. MARKOVIC, R. BARKEMEYER, G. SAMARA, A. AGAFONOW, D. MOONSMAYER, C. NEESHMAN, "BEER Heterodoxies: A new section to trigger unorthodox voices and perspectives", Business Ethics, the Environment and Responsibility, January 2021, vol. 31, no. 1, pp. 1-3
DIMA, J., S. MARKOVIC, R. BARKEMEYER, G. SAMARA, "Rising like a phoenix: From suppression to 6.967", Business Ethics, the Environment and Responsibility, October 2021, vol. 30, no. 4, pp. 467-469
DIMA, J., R. BARKEMEYER, S. MARKOVIC, G. SAMARA, "Do business ethics really matter?", Business Ethics, the Environment and Responsibility, July 2021, vol. 30, no. 3, pp. 245-247
DZIUBANIUK, O., W. BARNER-RASMUSSEN, S. MARKOVIC, N. KOPORCIC, M. IVANOVA-GONGNE, T. MANDJÁK, "Business-to-business marketing research: Assessing readability and discussing relevance to practitioners", Industrial Marketing Management, 2021, vol. 92, pp. 217-231
IGLESIAS, O., S. MARKOVIC, M. BAGHERZADEH, J. SINGH, "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty", Journal of Business Ethics, April 2020, vol. 163, no. 1, pp. 151-166DOI : 10.1007/s10551-018-4015-y
BAGHERZADEH, M., S. MARKOVIC, J. CHENG, W. VANHAVERBEKE, "How Does Outside-In Open Innovation Influence Innovation Performance? Analyzing the Mediating Roles of Knowledge Sharing and Innovation Strategy", IEEE Transactions on Engineering Management, August 2020, vol. 67, no. 3, pp. 740-753DOI : 10.1109/TEM.2018.2889538
MARKOVIC, S., M. JOVANOVIC, M. BAGHERZADEH, C. SANCHA, M. SARAFINOVSKA, Y. QIU, "Priorities when selecting business partners for service innovation: The contingency role of product innovation", Industrial Marketing Management, July 2020, vol. 88, pp. 378-388DOI : 10.1016/j.indmarman.2020.06.001
MARKOVIC, S., M. BAGHERZADEH, A. DUBIEL, J. CHENG, W. VANHAVERBEKE, "Do not miss the boat to outside-in open innovation: Enable your employees", Industrial Marketing Management, November 2020, vol. 91, pp. 152-161DOI : https://doi.org/10.1016/j.indmarman.2020.09.003
IND, N., O. IGLESIAS, S. MARKOVIC, "Conscientious organizations: How business is accelerating toward a fairer future", California Management Review, August 2020
IGLESIAS, O., P. LANDGRAF, N. IND, S. MARKOVIC, N. KOPORCIC, "Corporate Brand Identity Co-creation in Business-to-Business Contexts", Industrial Marketing Management, February 2020, vol. 85, pp. 32-43
IGLESIAS, O., S. MARKOVIC, J. J. SINGH, V. SIERRA, "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, January 2019, vol. 154, no. 2, pp. 441-459
IGLESIAS, O., S. MARKOVIC, J. RIALP, "How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy", Journal of Business Research, March 2019, vol. 96, pp. 343-354
MARKOVIC, S., M. BAGHERZADEH, "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, July 2018, vol. 88, pp. 173-186DOI : https://doi.org/10.1016/j.jbusres.2018.03.028
MARKOVIC, S., O. IGLESIAS, J. J. SINGH, V. SIERRA, "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, April 2018, vol. 148, no. 4, pp. 721-740