Zoran Latinovic


Zoran Latinovic


At the MIT Sloan School of Management, Zoran works on his postdoctoral research in sales management and sales-marketing alignment under the supervision of Dr. Sharmila Chatterjee, Senior Lecturer in Marketing and Academic Head of the Enterprise Management Track.

With significant business-to-business sales and marketing experience, Zoran examines issues in the domains of sales force management and sales-marketing interface using survey research coupled with statistical modeling tools. Recently, Zoran has become interested in value-based selling and leadership approach in sales management. See Research Interests below.

Zoran 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. Over the years, he has established a track record of developing effective strategies to enter new markets and build new businesses, resulting in highly profitable revenue streams internationally across global medical devices markets.

Zoran has his Bachelor of Science in electrical engineering from the University of Novi Sad, his 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 Physica Scripta, Royal Swedish Academy of Sciences, and Acta Physica Polonica, among others.

Featured Research:

"Customer Centricity in the Digital Age" Latinovic, Zoran & Chatterjee, Sharmila C. MIT Sloan Management Review, May 30, 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.

Research Interests:

Sales Force Management in B2B

Organizational Mechanisms for improved Sales Performance

Sales Control Systems

Optimization of Sales-Marketing Interface

Organizational Behavior: Leadership

Value-Based Selling

Personal Selling

AI in Sales