Djordje Djokovic
Title
Dr.
Last Name
Djokovic
First name
Djordje
Email
djordje.djokovic@unisg.ch
Phone
+41 71 224 71 10
6 results
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Item type:Publication, Visionary, Engineer, and Experimenter: Three Forms of Entrepreneurship in the Quest for Product-Market Fit(2026-04-06); Entrepreneurship unfolds under uncertainty, which complicates entrepreneurs’ efforts to align idea, action, and environment to reach product-market fit. To illuminate how entrepreneurs perform such alignment, we complement the theory-based view and its focus on cognitive uncertainty with a discussion of behavioral uncertainty. We propose that entrepreneurs face four types of uncertainty: (1) uncertainty about the state of their environment (state uncertainty), (2) uncertainty about the interpretation of environmental cues (perception uncertainty), (3) uncertainty about the feasibility of turning an idea into a tangible product (execution uncertainty), and (4) uncertainty about the effect of their action in the environment (effect uncertainty). To mitigate these forms of uncertainty, entrepreneurs engage in idea-environment (entrepreneurs as visionaries), idea-action (entrepreneurs as engineers), and action-environment (entrepreneurs as experimenters) alignment. Each of these alignment strategies is associated with benefits and constraints in mitigating the uncertainty discussed. Our paper thus generates new insights into the nature of uncertainty and its effective mitigation in the quest for product-market fit, a critical precursor of success in entrepreneurship.Type:journal articleJournal:Strategic Entrepreneurship Journal - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Not what you expected to see? Obesity stereotypes, expectancy violations, and angel investment decisions(2025-05-17); ; ; This article investigates the impact of obesity stereotypes on angel investment decisions. Drawing from the stereotype literature and expectancy violation theory, we propose that angel investors tend to evaluate founders with obesity worse because they perceive them as high in warmth but low in competence (and competence matters more for angel investors’ evaluations). However, we also suggest that founders with obesity who violate low-competence stereotypes through high-competence displays can offset negative obesity stereotypes without affecting positive ones, leading to overall higher evaluations. The results from two field studies show that angel investors penalize founders with obesity but that the effect is ameliorated for those presenting high-tech ventures. A follow-up experiment using AI-generated, photorealistic manipulations of founders’ body types identifies perceived competence and warmth as mechanisms that explain the effects. Collectively, these findings contribute to the literature streams on appearance in entrepreneurial finance, stereotypes and their violations, and entrepreneurial research methods.Type:journal articleJournal:Journal of Business VenturingScopus© Citations 8 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How Shoppable Video Clips Convert Views to Clicks(2025-05-25); ; ; Grewal, DhruvShoppable Video Clips (SVCs), a novel short-video format integrated into e-commerce websites, enable interactive shopping by presenting products alongside clickable product tags. This study investigates the impact of product presentation styles in SVCs-showing products in use versus displaying them-on purchase-related behavior. Drawing on economic theories of consumer information search, we suggest that SVCs showing products in use reduce information search costs, leading to higher add-to-cart rates. Using advanced machine learning methods to analyze thousands of SVCs from a European beauty retailer, we find that showing products in use increases add-to-cart rates significantly, particularly for experience products and strong brands. Moreover, SVCs showing products in use placed in upper-funnel stages, like video feeds, outperform those in lower-funnel stages, such as product detail pages. We discuss theoretical and practical implications and propose avenues for future research.Type:conference paperJournal:Proceedings of the European Marketing Academy - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Chasing product-market fit: On the alignment of cognition, action and environment in entrepreneurship(2025-03-20); Type:conference contribution - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Some novel results and tools on the topic of Scientific Entrepreneurship(2025-08-21); Type:conference contribution - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Visionary, Engineer and Experimenter: On the alignment of cognition, action and environment in entrepreneurship(2025-06-20); Research summary: Entrepreneurship unfolds under uncertainty, which complicates entrepreneurs' efforts to align idea, action, and environment to reach product-market fit.Type:conference contributionScopus© Citations 1