8th Industrial Marketing Management Summit Held in Sarajevo!

The 8th Industrial Marketing Management Summit took place at the University of Sarajevo – School of Economics and Business, from January 15 to 17, 2025.

The Summit showcased the latest advancements in the theory and practice of global industrial and B2B marketing. The three-day agenda covered key topics and audiences: a Doctoral Summit for PhD students, sessions for academic staff, and sessions with representatives from the local business community. Participants included marketing experts from prestigious universities worldwide.

The Summit was opened by the Dean, Prof. dr Meliha Bašić, who welcomed the attendees and wished them a productive and inspiring experience!

The official program began with a keynote lecture by Professor Christian Kowalkowski, titled “Managing Customer Experience in B2B Markets.” His presentation highlighted the importance of aligning CXM strategies with value propositions to enhance efficiency in the B2B environment. Prof. Kowalkowski inspired attendees to rethink their understanding of customer experience, a concept traditionally associated with B2C settings but increasingly significant in B2B markets.

The sessions included presentations on transforming B2B relationships, covering topics such as the power of generative artificial intelligence in revolutionizing the B2B sales process, enhancing the customer journey, and the growing importance of servitization as a key theme in the B2B sector.

Sustainability was also in focus, with discussions on green business strategies and the role of B2B sales teams in aligning with environmental regulations. Participants emphasized the importance of collective efforts to integrate sustainability into core business practices, underlining its vital role in shaping the future of B2B markets.

The final day of the conference featured discussions with companies Nelt and Zanat. Zanat’s CEO and founder, Orhan Nikšić, along with his team, hosted participants in their newly opened showroom to discuss expanding partnerships globally through the unique value Zanat provides.

Senada Mehinović and Dunja Duran from Nelt engaged with IMM Summit participants on the effects of discount retailers entering the Bosnian market and the company’s strong ties with its partners.

The 8th Industrial Marketing Management Summit was organized thanks to the efforts of Prof. dr Maja Arslanagić-Kalajdžić (University of Sarajevo - School of Economics and Business), Prof. dr Selma Kadić-Maglajlić (Copenhagen Business School), Prof. dr Adam Lindgreen (Copenhagen Business School), and Prof. dr Anthony Di Benedetto (Fox School of Business). We extend our gratitude and congratulations to them for the successful organization.

Powerful insights, excellent discussions, and fantastic networking. A huge thank you to all speakers and participants who made this Summit unforgettable!

Gallery is available HERE.

University of Sarajevo - School of Economics and Business