Matilda Dorotic

Matilda Dorotic is an Associate Professor in the Department of Marketing at BI Norwegian Business School, where she has been faculty since 2012. She also holds an Adjunct Researcher position at Massachusetts Institute of Technology since 2024. Her academic journey includes a Ph.D. from University of Groningen (2010), Master of Science from Staffordshire University Business School (2003), and B.A. from University of Split, Faculty of Economics (1999).

Professor Dorotic's research focuses on the intersection of marketing, technology, and consumer behavior, with particular expertise in customer relationship management, loyalty programs, artificial intelligence applications, and smart cities. Her work examines how consumers respond to technological interfaces in various contexts, with recent emphasis on AI implementations in both commercial and public settings.

Analysis of her recent publications reveals a strong trend toward understanding the ethical, privacy, and societal implications of AI in marketing and public contexts. Her research spans both theoretical contributions to consumer behavior and practical applications for businesses and policymakers, with a particular focus on context-dependent responses to technology.

• Winner of the 2024 IJRM Best Paper Award for research published in the International Journal of Research in Marketing
• Active researcher in AI ethics and consumer responses to technology
• Principal investigator on multiple research projects including SmartFood Consortium (2022-2024)
• Collaborator with MIT, University of Groningen, and other international institutions

Professor Dorotic actively supervises students and contributes to BI Norwegian Business School's academic community through teaching and research. She frequently presents her work at international conferences and has developed frameworks that help businesses understand customer responses to technological interfaces, particularly in loyalty programs and AI applications.