Project “SHARE” is implemented within the framework of the National Recovery and Resilience Plan 2021–2026 and is financed by European Union funds through the NextGenerationEU instrument.
Research team
Biography
Sandra Horvat is an Associate Professor at the Faculty of Economics and Business, University of Zagreb, where she has been employed since 2006. She obtained her Master of Science degree in 2009 by defending her thesis titled “The Development of Private Labels in the Republic of Croatia” (supervisor: Prof. Tihomir Vranešević, Ph.D.). She earned her Doctor of Science degree on March 21, 2012, upon defending her doctoral dissertation entitled “Private Label Management in the Growth Stage of the Product Life Cycle” (supervisor: Prof. Đurđana Ozretić Došen, Ph.D.).
She specializes in brand management, with a particular focus on private (retail) labels, digital marketing, and consumer behavior. She publishes in scientific and professional journals and actively participates in marketing conferences. For her scientific work, she received the Fedor Rocco Award and the Scientific Excellence Award of the Hungarian Academy of Sciences in 2022.
She is one of the founders and program directors of the professional graduate study program Digital Marketing.
Since joining the Faculty, she has been involved in the implementation of e-learning through the development and teaching of the e-course Marketing. For this course, she received the University of Zagreb Award for pedagogical/didactic design of an e-course in the 2009/2010 academic year competition for the best e-course.
Since 2019, she has been a visiting lecturer at the ISM University of Management and Economics in Vilnius, Lithuania, within the postgraduate program “International Marketing and Management”, where she teaches the course “International Consumer Behaviour.”
She is also a member and national representative of the European Marketing Academy (EMAC) and a member of CROMAR.
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Biography
Branka Dropulić Vukić, PhD, is a Teaching and Research Assistant at the Department of Marketing, Faculty of Economics and Business, University of Zagreb. She holds a PhD in Marketing and her work focuses on brand management and consumer behavior, combining academic expertise with prior industry experience in brand management.
Within the project, she is involved in planning and implementing different phases of the research, with a particular emphasis on qualitative research, and contributes to the preparation and writing of scientific publications.
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Biography
Morana Fudurić, PhD is an Associate Professor in the Department of Marketing at the Faculty of Economics and Business, University of Zagreb, where she teaches at the undergraduate, graduate, and postgraduate levels. Her teaching and research interests primarily focus on digital marketing, marketing strategy, and nonprofit marketing.
She is Co-Director of the professional graduate program “Digital Marketing” at the Faculty of Economics and Business, University of Zagreb, which was designed in response to labor market needs and rapid changes in the digital business environment. She regularly participates in international academic exchange and often serves as a visiting professor and lecturer at universities abroad, where she delivers lectures and workshops in digital marketing and contemporary marketing strategies.
She conducts survey-based, experimental, and big data–driven research to examine the antecedents and consequences of media consumption and technological disruptions. Her current research interests focus on programmatic advertising, big data–driven marketing, integrated marketing communications, and digital media consumption. She has received numerous national and international awards for her research work.
She currently serves as Vice President for Membership and Communications of the European Marketing Academy (EMAC). Her work has been published in journals such as the Journal of Advertising, Journal of Retailing, Journal of Business Research, and Journal of Retailing and Consumer Services, among others. She has also served as a guest editor for special issues in the Journal of Business Research and the European Journal of Marketing, and as a reviewer for numerous leading journals.
She has gained professional experience in the media and advertising industry.
Role in the project: Work Package Leader (WP3). Planning and contributing to the implementation of all research phases envisaged by the project. Contributing to the preparation of project-related scientific publications. Supporting knowledge creation and dissemination (via social media and the project website).
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Biography
Tanja Komarac, PhD is an Assistant Professor in the Department of Marketing at the Faculty of Economics and Business, University of Zagreb. Her research interests include arts marketing, experiential marketing, and authenticity.
She is the author and co-author of numerous scientific papers published in relevant international journals such as Current Issues in Tourism, International Journal of Arts Management, and Museum Management and Curatorship. For her research work, she received the “Mijo Mirković” Award in 2017. Additionally, in 2023, she was granted the Faculty of Economics and Business Award for research productivity measured by the h-index in the category of assistant professors. For her outstanding teaching performance, she received the Faculty Recognition Award in 2016 and 2022.
Within her current project activities, she is actively involved in all research phases, the preparation of scientific papers, and the dissemination of knowledge through social media and digital platforms.
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Biography
Marina Matošec, PhD is an Assistant Professor in the Department of Statistics at the Faculty of Economics and Business, University of Zagreb.
She publishes scientific papers in the field of behavioural economics, with a focus on sentiment analysis and consumer behaviour. In her research, she deals with modelling the economic sentiment process, and part of the research results refers to proposed methodological improvements in sentiment measurement (based on data from the European business and consumer confidence surveys).
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Biography
Đurđana Ozretić Došen, Ph.D., is a full professor at the Department of Marketing, Faculty of Economics and Business, University of Zagreb. She graduated and earned her master's in science and doctoral degrees in science from the Faculty of Economics and Business at the University of Zagreb. During her scientific and teaching career, she received and used four longer-term and several shorter-term scholarships for training abroad; among them, she was a Fulbright scholar for predoctoral research and study.
Her teaching and scientific research work focuses on services marketing, brand management, international marketing, and marketing in culture and art. She has published, independently and in co-authorship with domestic and foreign authors, books, book chapters, numerous scientific articles in prestigious international and domestic journals, and papers in conference proceedings. She has received several awards for her scientific work.
Professor Ozretić Došen teaches all academic levels at her home institution and frequently serves as a guest lecturer at EU universities.
In the eight-year period from 2016-2017 to 2023-2024 academic years, she was the Program Director of the Doctoral study "Economics and Business Economics." She is the head of the university's specialist study "Marketing Management." Under her mentorship, seven Ph.D. theses were defended at the Faculty of Economics and Business, University of Zagreb, and she has repeatedly served on doctoral thesis defense committees at foreign universities in the European Union.
She is a member of the Scientific Council of the Faculty of Economics and Business at the University of Zagreb, serving as vice president. As a member of international expert committees, at the invitation of respective national bodies for higher education and science, she participated in several processes of evaluating study programs and scientific projects in European Union countries.
Professor Ozretić Došen is the editor-in-chief of the journal Market-Tržište and a member of the editorial boards of six international journals in marketing and management. She is a reviewer for numerous prestigious foreign and domestic marketing and related journals.
She is active in academic and professional marketing organizations, and served two terms as treasurer on the European Marketing Academy (EMAC) Board of Directors.
Professor Ozretić Došen often actively participates in scientific marketing conferences, in education programs for marketing experts in Croatian companies, in projects and programs for popularizing science, and as a marketing consultant.
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Biography
Vatroslav Škare, PhD, is a Full Professor in the Department of Marketing at the Faculty of Economics and Business, University of Zagreb, where he teaches at the undergraduate, graduate, and postgraduate levels. His teaching and research interests focus primarily on digital marketing, product and brand management, and services marketing.
He is Co-Head of the professional graduate program “Digital Marketing” at the Faculty of Economics and Business, University of Zagreb, which was designed in response to labor market needs and rapid changes in the digital business environment. He regularly participates in international academic exchange and frequently serves as a visiting professor and lecturer at universities abroad, delivering lectures and workshops in digital marketing and contemporary marketing strategies.
His current research is focused on the phenomenon of social media storms, the dynamics of content diffusion on social networks, and issues of privacy and risk perception in the digital environment. He is the author and co-author of numerous scientific papers published in relevant national and international academic journals and is a regular participant at scientific and business conferences. He has received multiple awards for scientific research and teaching excellence, and he serves on the editorial boards of two academic journals.
In addition to his academic work, he is actively involved in professional development programs and executive education. As a consultant, he has contributed to numerous marketing projects across a range of industries, including tourism, the financial sector, retail, publishing and media, the ICT industry, and real estate, where he connects theoretical expertise with practical solutions to contemporary business challenges.
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