Dr V. Blazevic (Vera)

Professor - Marketing

Contact

vera.blazevic@ru.nl

Visiting address

Heyendaalseweg 141
6525 AJ NIJMEGEN

Postal address

Postbus 9108
6500 HK NIJMEGEN

Working days Monday, Tuesday, Wednesday, Thursday

Conducting research on co-creation in (digitalised) innovation and sustainability in innovation
Teaching Methodology for Marketing and Strategy Research, International Brand Management and Digital Marketing
Supervising master theses
Supervising dissertations

Tags: innovation, co-creation, sustainability, social media

Research theme

Innovation and Entrepreneurship in Business Ecosystems

Research group

Department of Marketing

Publications

Key publications

Moschko, L., Blazevic, V. & Piller, F.T. (2025). Managing Data Sovereignty: An Organizational Competence for Successful Open Value Creation. R & D Management, 55 (4), 1124-1137. doi: 10.1111/radm.12740 Full text
Sande, L.F.L. van de, Lauche, K., Blazevic, V. & Ziggers, G.W. (in press). Navigating the business-society paradox in interorganizational collaboration: Emergence and mitigation of vicious cycles. Strategic Organization. doi: 10.1177/14761270251340821 Full text
Bouschery, S., Blazevic, V. & Piller, F.T. (2023). Augmenting human innovation teams with artificial intelligence: Exploring transformer-based language models. Journal of Product Innovation Management, 40 (2), 139-153. doi: 10.1111/jpim.12656 Full text
Moschko, L. & Blazevic, V. (2023). Managing digitization of industrial incumbents through innovation-oriented leadership. Industrial Marketing Management, 113, 232-242. doi: 10.1016/j.indmarman.2023.06.009 Full text
Moschko, L., Blazevic, V. & Piller, F.T. (2023). Paradoxes of implementing digital manufacturing systems: A longitudinal study of digital innovation projects for disruptive change. Journal of Product Innovation Management, 40 (4), 506-529. doi: 10.1111/jpim.12667 Full text
Piller, F.T., Bouschery, S. & Blazevic, V. (2023). Hybrid Intelligence for Innovation: Augmenting NPD Teams with Artificial Intelligence and Machine Learning. In L Bstieler & C Noble (Eds.), PDMA Handbook of New Product Development (4th edition). Hoboken, New Jersey: Wiley Full text
Blazevic, V. & Sidaoui, K. (2022). The TRISEC framework for optimizing conversational agent design across search, experience and credence service contexts. Journal of Service Management, 33 (4/5), 733-746. doi: 10.1108/JOSM-10-2021-0402 Full text
Lievens, A. & Blazevic, V. (2021). A service design perspective on the stakeholder engagement journey during B2B innovation: Challenges and future research agenda. Industrial Marketing Management, 95, 128-141. doi: 10.1016/j.indmarman.2021.04.007 Full text
Reypens, C., Lievens, A. & Blazevic, V. (2021). Hybrid Orchestration in Multi-stakeholder Innovation Networks: Practices of mobilizing multiple, diverse stakeholders across organizational boundaries. Organization Studies, 42 (1), 61-83. doi: 10.1177/0170840619868268 Full text
Gatzweiler, A., Blazevic, V. & Piller, F.T. (2017). Dark Side or Bright Light: Destructive and Constructive Deviant Content in Consumer Ideation Contests. Journal of Product Innovation Management, 34 (6), 772-789. doi: 10.1111/jpim.12369 Full text
Reypens, C., Lievens, A. & Blazevic, V. (2016). Leveraging value in multi-stakeholder innovation networks: A process framework for value co-creation and capture. Industrial Marketing Management, 56, 40-50. doi: 10.1016/j.indmarman.2016.03.005 Full text
Blazevic, V., Wiertz, C., Cotte, J., Ruyter, K. de & Keeling, D.I. (2014). GOSIP in Cyberspace: Conceptualization and Scale Development for General Online Social Interaction Propensity. Journal of Interactive Marketing, 28 (2), 87-100. doi: 10.1016/j.intmar.2013.09.003 Full text
Mahr, D., Lievens, A. & Blazevic, V. (2014). The Value of Customer Cocreated Knowledge during the Innovation Process. Journal of Product Innovation Management, 31 (3), 599-615. doi: 10.1111/jpim.12116 Full text
Jasmand, C., Blazevic, V. & Ruyter, K. de (2012). Generating sales while providing service: a study of customer service representatives' ambidextrous behavior. Journal of Marketing, 76 (1), 20-37. doi: 10.1509/jm.10.0448 Full text

Publication lists

Radboud Repository

More information:

H index: 12

Research grants and prizes

Projects

2012 - 2015 IOP TOV - Tools for Orchestrating Value Networks This project addresses the mainstreaming of sustainability practices in new product development within organizations and with their partners from the value network. Based on longitudinal case studies in four multinational companies and their respective ecosystems, two tools have been developed. The project ran from 2011-2015 and was funded by RVO.nl. More information
2016 - BMIX NET RAW - Business Models for the Circular Economy In this project, supported by EIT Raw Materials (EU) and together with vito and TUDelft, we have developed the Circulator tool. The central idea to the Circulator tool is that circular business models typically consist of a mixture of different strategies, that can be organised in three main categories: strategies that directly act upon the material and product resources in the business model (sustainable materials management strategies); strategies that help deliver circular value to the customer (business strategies); and strategies to engage with actors beyond the company borders in order to achieve circular value networks (value network strategies). Each category groups a number of specific strategies that have been observed in existing business cases. More information
2018 - 2019 Orceris - Opportunity Recognition and Exploitation in a Circular Economy for Regional Innovation Schemes (RIS) 1. ORCERIS aims at increasing the success rate of new business ideas for the circular economy and raw materials. Through Opportunity Recognition and Exploitation Workshops, local businesses and entrepreneurs are supported in identifying new business opportunities tailored to strengths and needs of their region. The workshops will use inspiring ideation tools (pattern recognition, gamification) and identify suitable circular business models complementary to the local value network. Idea implementation will be supported by mentoring a network of locally embedded business support and science institutions. Target area is the ESEE region (Hungary and Slovakia). (Partners: RU / vito (Belgium) / Wuppertal Institute (Germany) / Bay Zoltán Nonprofit Ltd. (Hungary) / Technical University Kosice (Slovakia))

Teaching

Ancillary activities

About

In her research, Blazevic is concerned with how organisations innovate in the field of artificial intelligence (AI). She researches the challenges and tensions that are involved, and its impact for collaboration partners and other stakeholders.