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Marin Jovanović



  • Universitat Ramon Llull, Barcelona, Spain – PhD Student
  • KTH Royal Institute of Technology, Stockholm, Sweden – PhD Student
  • Universidad Politécnica de Madrid, Madrid, Spain – PhD Student
  • Politecnico di Milano, Italy – M.Sc. in Management Engineering
  • Faculty of Organizational Sciences, University of Belgrade, Serbia – B.Sc. in Information Systems and Technology

Short professional biography:

Dr. Marin Jovanovic is an Associate Professor at the Department of Operations Management at Copenhagen Business School and a Visiting Scholar at Luleå University of Technology. He received a Ph.D. degree in industrial economics and management from the KTH Royal Institute of Technology and a Ph.D. degree (cum laude) in industrial management from the Universidad Politécnica de Madrid. His research has been published in academic journals, such as Org Sci, JPIM, R&DM, IJO&PM, Technovation, TFSC, IJPE, JBR, IMM & RTM. His research interests include the digital transformation of manufacturing, maritime, and healthcare sectors, platform ecosystems in the business-to-business context, and artificial intelligence. Marin serves as an editorial review board member for JPIM and JBR. Marin has held positions at the ESADE Business School and the University of Cambridge. Finally, Marin administers the blog about industry platforms research, .


  • Operations Management
  • Organizational Theory
  • Industrial Engineering
  • Servitization
  • Business Model Innovation
  • Open Innovation
  • Service Innovation
  • Digitalization
  • Digital Ecosystems
  • Platform Economics





  • Copenhagen Business School, Copenhagen, Denmark – Professor (Assistant)
  • University of Cambridge, Cambridge, United Kingdom – Visiting Scholar

Professional Experience:

  • Statens Serum Institut (SSI), Government of Denmark – Consultant,
  • Atlas Copco Headquarters, Stockholm, Sweden / Barcelona, Spain – Consultant
  • Molson Coors, Belgrade, Serbia – Trade Marketing Analyst,
  • Accenture, Milan, Italy (Value-added services in Telco) – Analyst
  • Banca Monte dei Paschi di Siena, Milan, Italy (Cash management services) – Analyst





  • Thomson, L., Sjödin, D. & Parida, V. & Jovanovic, M. (2023). Conceptualizing business model piloting: An experiential learning process for autonomous solutions. Technovation. doi:
  • Jovanovic, M., Kostić, N., Sebastian, I. & Sedej, T. (2022). Managing a blockchain-based platform ecosystem for industry-wide adoption: The case of TradeLens. Technological Forecasting and Social Change. doi:
  • Visnjic, I., Jovanovic, M., & Raisch, S. (2022). Managing the Transition to a Dual Business Model: Tradeoff, Paradox, and Routinized Practices. Organization Science. doi:
  • Parida, V., & Jovanovic, M. (2022). Servitization in global markets: role alignment in global service networks for advanced service provision. R&D Management. doi:
  • Hsuan, J., Jovanovic, M., & Clemente, D. H. (2022). Exploring digital servitization trajectories within product– service–software space. International Journal of Operations & Production Management. doi:
  • Jovanovic, M., Sjödin, D., & Parida, V. (2022). Co-evolution of platform architecture, platform services, and platform governance: Expanding the platform value of industrial digital platforms. Technovation, 102218. doi:
  • Sjödin, D., Parida, V., Jovanovic, M., & Visnjic, I. (2020). Value creation and value capture alignment in business model innovation: A process view on outcome‐based business models. Journal of Product Innovation Management, 37(2), 158-183. doi:
  • Markovic, S., Jovanovic, M., Bagherzadeh, M., Sancha, C., Sarafinovska, M., & Qiu, Y. (2020). Priorities when selecting business partners for service innovation: The contingency role of product innovation. Industrial Marketing Management, 88, 378-388. doi:
  • Jovanovic, M., Raja, J. Z., Visnjic, I., & Wiengarten, F. (2019). Paths to service capability development for servitization: Examining an internal service ecosystem. Journal of Business Research, 104, 472-485. doi:
  • Visnjic, I., Neely, A., & Jovanovic, M. (2018). The path to outcome delivery: Interplay of service market strategy and open business models. Technovation, 72, 46-59. doi:
  • Visnjic, I., Jovanovic, M., Neely, A., & Engwall, M. (2017). What brings the value to outcome-based contract providers? Value drivers in outcome business models. International Journal of Production Economics, 192, 169- 181. doi:
  • Jovanovic, M., Engwall, M. & Jerbrant, A. (2016). Matching Service Offerings and Product Operations: A Key to Servitization Success. Research-Technology Management 59, 29-36. doi:

Masters and Courses held by the teacher

Tehnology and Supply Chain Managament


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