Vera Blažević’s core research focuses on Digital Marketing. Blažević advances our understanding of digital marketing through her research. At the heart of her work lies a fundamental question: How are emerging technologies shaping the interactions in organizations and between businesses and other stakeholders? From generative AI to digitalization initiatives and mobile apps, Blažević examines how these digital tools are transforming marketing and innovation processes.
Her research illuminates how organizations collaborate with stakeholders, often consumers, to develop new marketing and innovation approaches using data-driven technologies. By investigating both the potential and complexities of these technologies, she provides insights that help businesses, consumers, and other stakeholders navigate the digital transformation. Her work is particularly relevant today, as artificial intelligence and other digital innovations continue to reshape business practices and consumer behavior.
"The digital future isn't a destination we stumble upon, but a path we should carefully design. Let's create technologies that elevate human capabilities rather than substitute them."
About Vera Blažević
Vera Blažević (1978, Frechen, Germany) started her academic career at Maastricht University, where she completed a Bachelor’s and Master’s degree in International Business Studies in 2000. Blažević continued at Maastricht University to carry out her PhD research in Marketing Innovation Management. She defended her thesis “The Fascination of Knowledge Creation: Studies on Knowledge Interfaces in High-Tech Services” and completed her PhD in 2005.
From 2005 to 2010, She worked as an Assistant Professor of Marketing at Maastricht University before she moved to the RWTH Aachen University, Technology and Innovation Management Institute as Visiting Professor. In 2011, she joined Radboud University Nijmegen as Assistant Professor of Marketing. In 2019, she was appointed Associate Professor of Marketing.
For her further career, Blažević wants to focus on Digital Marketing in the age of responsible innovation. Based on her research and educational focus areas, her further career trajectory centres on the intersection of digital technology, marketing, and innovation management. Blažević aims to lead research initiatives exploring human-AI collaboration and responsible technology management while championing consumer wellbeing in the digital age. In education, she plans to pioneer curriculum development that integrates digital skills with theoretical foundations, fostering industry partnerships and adaptable learning approaches. Blažević’s overall vision balances academic excellence with practical innovation, positioning her as a bridge-builder between technological advances, responsible implementation, and marketing theory.
During her career, Vera Blažević received various awards, including the RWTH Aachen Young Researcher Award (2014), the Frontiers in Services Award for transdisciplinary, bold, and curious research (2023), the AACSB Influential Leader Award (2024), as well as multiple Best Paper Awards. Blažević also received several grants to fund research projects, including funding by IMR/iHub for an ongoing project: “Responsible innovation through privacy by design patterns.”