![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# MICEVSKI Milena { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://neoma-bs.com/" }, { "@type": "ListItem", "position": 2, "name": "MICEVSKI\u0020Milena", "item": "https://neoma-bs.com/node/9784481.md" } ] } - [Home](https://neoma-bs.com/) - MICEVSKI Milena ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/42208-micevski-milena.jpg?itok=t60SYU1W)MICEVSKI Milena Full Professor - About - Academic publications [Marketing](https://neoma-bs.com/departements/marketing) PhD in Marketing Milena Micevski is a Full Professor at the Marketing department of NEOMA Business School. Prior to that, she was an Associate Professor at Copenhagen Business School. She has extensive teaching experience across sales management, branding, marketing strategy, consumer behaviour and artificial intelligence in business and has developed courses at both undergraduate and master’s levels. Her research examines how individuals navigate marketplace and organisational contexts, with a focus on vulnerable groups, diversity and inclusion, stereotyping, sales management and AI adoption in professional settings. Her work has been published in leading journals including the British Journal of Management, Journal of International Marketing, Journal of Business Ethics and Tourism Management among others. She is an Associate Editor at International Marketing Review. She has obtained several competitive research grants, including funding from the Carlsberg Foundation and Horizon Europe, and has to date secured more than €7.5 million in research funding. ### Areas of research - Sales management - Branding - Identity and stereotyping - Ethics and sustainability - digital marketing - consumer culture theory - tourism marketing - service marketing ## Recent academic contributions VILLEGAS, F., S. MARKOVIC, M. MICEVSKI, C. SANCHA, L. VALENZUELA-FERNÁNDEZ, "The relative importance of innovation orientation and customer orientation for implementing green business strategies in B2B SMEs: Considering the contingency role of environmental regulations", *Industrial Marketing Management*, July 2026, vol. 136, pp. 146-166 DOI : [ 10.1016/j.indmarman.2026.05.010 ](https://dx.doi.org/10.1016/j.indmarman.2026.05.010) MICEVSKI, M., D. DARIO MIOCEVIC, N. NINA MICHAELIDOU, "Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity", *International Marketing Review*, June 2025 MICEVSKI, M., "The Human Side of Sales: DEI as a Catalyst for Wellbeing", *The International Journal of Sales Transformation Limited*, January 2025 ## Publications VILLEGAS, F., S. MARKOVIC, M. MICEVSKI, C. SANCHA, L. VALENZUELA-FERNÁNDEZ, "The relative importance of innovation orientation and customer orientation for implementing green business strategies in B2B SMEs: Considering the contingency role of environmental regulations", *Industrial Marketing Management*, July 2026, vol. 136, pp. 146-166 DOI : [ 10.1016/j.indmarman.2026.05.010 ](https://dx.doi.org/10.1016/j.indmarman.2026.05.010) MICEVSKI, M., D. DARIO MIOCEVIC, N. NINA MICHAELIDOU, "Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity", *International Marketing Review*, June 2025 MICEVSKI, M., "The Human Side of Sales: DEI as a Catalyst for Wellbeing", *The International Journal of Sales Transformation Limited*, January 2025 TEMERAK, M. S., M. MICEVSKI, S. KADIĆ‐MAGLAJLIĆ, Z. LATINOVIC, "Nuances of Sales–Service Ambidexterity across Varied Sales Job Types", *British Journal of Management*, October 2024, vol. 35, no. 4, pp. 1994-2010 DOI : [ 10.1111/1467-8551.12807 ](https://dx.doi.org/10.1111/1467-8551.12807) MOHAMED SOBHY TEMERAK, M., M. MICEVSKI, S. SELMA KADIĆ-MAGLAJLIĆ, Z. ZORAN LATINOVIC, "Nuances of Sales–Service Ambidexterity across Varied Sales Job Types", *British Journal of Management*, March 2024 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. 102679 DOI : [ 10.1016/j.technovation.2022.102679 ](https://dx.doi.org/10.1016/j.technovation.2022.102679) NINA MICHAELIDOU, N., M. MICEVSKI, J. JOHN W. CADOGAN, "Users’ ethical perceptions of social media research: Conceptualisation and measurement", *Journal of Business Research*, January 2021, vol. 124 NINA MICHAELIDOU, N., M. MICEVSKI, G. HALKIAS, "How do international advertisers use consumer culture positioning strategies? A cross-national, cross- category approach", *International Marketing Review*, September 2020, vol. 38, no. 2, pp. 367–386 MICEVSKI, M., A. DIAMANTOPOULOS, J. JENNIFER ERDBRÜGGER, "From country stereotypes to country emotions to intentions to visit a country: implications for a country as a destination brand", *Journal of Product and Brand Management*, August 2020, vol. 30, no. 1, pp. 118-131 BELINDA DEWSNAP, B., M. MICEVSKI, J. JOHN W. CADOGAN, S. KADIC-MAGLAJLIC, "Flexibility in marketing & sales interfacing processes", *Industrial Marketing Management*, November 2020, vol. 91, pp. 285-300 KADIC-MAGLAJLIC, S., M. MICEVSKI, N. LEE, N. BOSO, I. VIDA, "Three Levels of Ethical Influences on Selling Behavior and Performance: Synergies and Tensions", *Journal of Business Ethics*, June 2019, vol. 156, no. 2, pp. 377–397 NINA MICHAELIDOU, N., M. MICEVSKI, S. KADIC-MAGLAJLIC, T. BUDHATHOKI, S. SARKAR, "Does Non-profit brand image means the same across Cultures? An exploratory evaluation of Non-profit brand image in three countries", *International Marketing Review*, June 2019, vol. 36, no. 6, pp. 979–995 MICEVSKI, M., B. BELINDA DEWSNAP, J. JOHN W. CADOGAN, S. KADIC-MAGLAJLIC, N. NATHANIEL BOSO, "Sales intra-functional flexibility: its relationship to performance and moderating effects on role stressors", *Journal of Business Research*, November 2019, vol. 104, pp. 552-562 NINA MICHAELIDOU, N., M. MICEVSKI, "Consumers' Ethical Perceptions of Social Media Analytics Practices: Risks, Benefits and Potential Outcomes", *Journal of Business Research*, November 2019, vol. 104, pp. 576-586 MICEVSKI, M., G. HALKIAS, M. HERZ, "Multiple consumer identities and the crossover effect of the EU identity in predicting domestic and foreign product preferences", *Journal of Business Research*, November 2019, vol. 104, pp. 622-631 KADIC-MAGLAJLIC, S., M. ARSLANAGIC-KALAJDZIC, M. MICEVSKI, J. DLACIC, V. ZABKAR, "Being engaged is a good thing: Understanding sustainable consumption behavior among young adults", *Journal of Business Research*, November 2019, vol. 104, pp. 644-654 SICHTMANN, C., M. MICEVSKI, "Attributions of service quality: immigrant customers’ perspective", *Journal of Services Marketing*, August 2018, vol. 32, no. 5, pp. 559–569 KADIC-MAGLAJLIC, S., N. BOSO, M. MICEVSKI, "How internal marketing drive customer satisfaction in matured and maturing European markets", *Journal of Business Research*, May 2018, vol. 86, pp. 291-299 MICEVSKI, M., S. KADIC-MAGLAJLIC, S. BANERJEE, J. CADOGAN, N. LEE, "Is it better to be both nice and nasty? Investigating the co-occurrence of sales manager aggressiveness and caring?", *Journal of Business Research*, November 2017, vol. 80, pp. 266-276 HALKIAS, G., M. MICEVSKI, A. DIAMANTOPOULOS, C. MILCHRAM, "Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity", *Journal of Business Research*, November 2017, vol. 80, pp. 210-217 KADIC-MAGLAJLIC, S., M. MICEVSKI, M. ARSLANAGIC-KALAJDZIC, N. LEE, "Customer and selling orientations of retail salespeople and sales manager's ability-to- perceive-emotions: A multi-level approach", *Journal of Business Research*, November 2017, vol. 80, pp. 53-62 BOSO, N., V. M. STORY, J. CADOGAN, J. ANNAN, S. KADIC-MAGLAJLIC, M. MICEVSKI, "Enhancing the sales benefits of radical product innovativeness in internationalizing small and medium-sized enterprises", *Journal of Business Research*, November 2016, vol. 69, no. 11, pp. 5040-5045 KADIC-MAGLAJLIC, S., M. ARSLANAGIC-KALAJDZIC, M. MICEVSKI, N. MICHAELIDOU, E. NEMKOVA, "Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment", *Journal of Business Ethics*, December 2015, vol. 141, pp. 249-265 NEMKOVA, E., A. L. SOUCHON, P. HUGHES, M. MICEVSKI, "Does Improvisation Help or Hinder Planning in Determining Export Success? Decision Theory Applied to Exporting", *Journal of International Marketing*, September 2015, vol. 23, no. 3 MICHAELIDOU, N., M. MICEVSKI, J. CADOGAN, "An evaluation of nonprofit brand image: Towards a better conceptualization and measurement", *Journal of Business Research*, August 2015, vol. 65, no. 8, pp. 1657-1666 MICHAELIDOU, N., M. MICEVSKI, N. THEOFANIA SIAMAGKA, "Consumers’ intention to donate to two children’s charity brands: a comparison of Barnardo’s and BBC Children in Need", *Journal of Product and Brand Management*, April 2015, vol. 24, no. 2 MICHAELIDOU, N., N.-T. SIAMAGKA, C. MORAES, M. MICEVSKI, "Do Marketers Use Visual Representations of Destinations that Tourists Value? Comparing Visitors’ Image of a Destination with Marketer-Controlled Images Online", *Journal of Travel Research*, March 2013, vol. 52, no. 6 BOSO, N., V. M. STORY, J. CADOGAN, M. MICEVSKI, S. KADIC-MAGLAJLIC, "Firm Innovativeness and Export Performance: Environmental, Networking, and Structural Contingencies", *Journal of International Marketing*, December 2013, vol. 21, no. 4 ## Chapters MARC HERZ, M., M. MICEVSKI, T. TIM ILBERTZ, "Wenn das Bild einer Stadt auseinandergeht – Diskrepanzen zwischen Eigen- und Fremdbild bei BürgerInnen und TouristInnen der deutschen Großstädte" in *Forum Markenforschung 2021*., Jörn Redler, Holger J. Schmidt, Carsten Baumgarth Eds, Springer, 2023 MICEVSKI, M., I. SZŐCS, "Corporate responsibility as an effective marketing practice for improving consumers brand evaluations-critical overview, new insights, and future directions" in *Handbook of Sustainability-Driven Business Strategies in Practice*., Stefan Markovic, Cristina Sancha, and Adam Lindgreen Eds, Edward Elgar Publishing, pp. 79-93, 2021 DLACIC, J., M. MICEVSKI, S. KADIC-MAGLAJLIC, "Developing green attitudes among young consumers – Ensuring environmentally friendly behaviour" in *Marketing insights from a changing environment*., Bruno Grbac, Dina Lončarić, Jasmina Dlačić, Vesna Žabkar, Marko Grunhagen Eds, Editeur Pearson Education, pp. 85-109, 2016