Zoran LATINOVIC

Bio

As an Associate Professor at emlyon business school, I bring a diverse range of business expertise, complemented by my background in engineering, from both academic and industrial spheres. I continuously challenge my students to excel at the boundary of theory and practice, fostering an environment where academic knowledge meets real-world applications. This dynamic approach not only enhances my teaching but also drives the evolution of my research agenda, aligning it with the current needs of industry practitioners.

My research interests comprise B2B marketing and sales topics, including the role of technology and digital transformation in marketing and sales, sales–marketing alignment, and customer value management, among others. My research has been published in leading academic journals, including AJG (ABS) 4 and FT 50. Additionally, I actively contribute to business professional publications across various esteemed outlets, bridging the gap between academic insights and practical business solutions.