Lucija Mihotić

Lucija Mihotić is a Teaching Professor at the Department of Marketing, part of the Faculty of Economics and Business (FEB) at the University of Zagreb. She holds a PhD from the Vienna University of Economics and Business (WU) and has taught courses including Principles of Marketing, Marketing Management, and Business-to-Business Marketing to both Croatian and international students.

• Education
  • Undergraduate: Business Economics, FEB Zagreb
  • Graduate: Marketing, FEB Zagreb
  • PhD: Vienna University of Economics and Business (WU)
  • Additional Training: JOSZEF Program, Master Class CEE

Her research interests span marketing, family business dynamics, organizational resilience, and business communication. She explores how family firms navigate crises, focusing on adaptation and long-term sustainability. Her work also examines brand personality in financial sectors and ethical dimensions in marketing practices.

Lucija’s academic contributions include publications on family business communication, brand management, and marketing education. Her recent articles analyze resilience strategies and change management in family enterprises, with interdisciplinary implications for business continuity and stakeholder engagement.

Scientific Awards and Distinctions:

• Dean’s Award for Outstanding Master’s Thesis
• Konrad Adenauer Stiftung Scholarship
• University of Alberta Doctoral Fellowship

She actively participates in international academic networks (EGOS, IFERA, CROMAR) and has presented at conferences like the FEB Zagreb International Odyssey Conference. Fluent in English and German, with working knowledge of Spanish and Chinese, she bridges cross-cultural perspectives in her research and teaching.