Zoran Latinovic

Zoran has been a Research Affiliate at the MIT Sloan School of Management since July 2024, following his postdoctoral research conducted there from 2016 to 2024 in collaboration with Sharmila C. Chatterjee.

With significant business-to-business sales and marketing experience, Zoran examines the role of AI and technology in management science, sales force management, sales-marketing alignment, and customer value management, among others. He has significant experience in international sales and business development related to the medical devices industry, where he held positions of vp sales and vp international business development in a multinational setting.

Zoran has a Bachelor of Science in electrical engineering from the University of Novi Sad, a Master of Science in electrical engineering from the University of Minnesota, a Master of Business Administration from the University of Sheffield, and a PhD in electrical engineering from the University of Belgrade. Zoran has published in MIT Sloan Management Review, British Journal of Management, Journal of Business Research, Fast Company, MarketWatch, Psychology Today, The Hill, Royal Swedish Academy of Sciences, and Physica Scripta, among others.

Research Interests:

AI and Digital Transformation role in Management Science

B2B Marketing and Sales

Sales Management and Personal Selling 

Customer Value Management

Emotional Intelligence in Marketing and Sales

Selected Academic Journal Publications:

Latinovic, Z., & Chatterjee, S. C. (2024). Value co-creation: Balancing B2B platform value and potential reverse-value effects. Journal of Business Research, 175, March 2024, 114518.

Temerak, M. S., Micevski, M., Kadic-Maglajlic, S., & Latinovic, Z. (2024). Nuances of Sales–service Ambidexterity Across Varied Sales Job Types. British Journal of Management, March 2024.

Latinovic, Z., & Chatterjee, S. C. (2022). Achieving the promise of AI and ML in delivering economic and relational customer value in B2B. Journal of Business Research, 144, 966-974. 

Latinovic, Z., & Chatterjee, S. C. (2019). Customer centricity in the digital age. MIT Sloan Management Review, 60(4). 

Selected Business Professional Publications: 

"Tech innovations can help fight COVID—If we do our part" Latinovic, Zoran & Chatterjee, Sharmila C. Psychology Today. Mar 4, 2021.

"3 reasons why the workplace can’t return to normal after COVID-19" Latinovic, Zoran & Chatterjee, Sharmila C. Fast Company, June 18, 2020.

"AI’s communication upsides" Latinovic, Zoran & Chatterjee, Sharmila C. MIT Sloan Management Review, April 29, 2020.

"How AI is helping companies break silos" Latinovic, Zoran & Chatterjee, Sharmila C. MIT Sloan Management Review, September 24, 2019.

"Artificial intelligence helps salespeople get back to what they do best - selling" Latinovic, Zoran & Chatterjee, Sharmila C. The Hill, February 21, 2019.

"Robots can’t replace this crucial business skill" Latinovic, Zoran & Chatterjee, Sharmila C. MarketWatch, October 2, 2018.

Forbes on Zoran's research and its applications to AI: “Needed: Humans to break artificial intelligence out of its silo”, March 26, 2020.

Webinars: 

"Using new tech to break down silos" Latinovic, Zoran, Chatterjee, Sharmila C., & MacDonald Ally. MIT Sloan Management Review, February 13, 2020.