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Prof. dr Đorđe Ćelić is an Assistant Professor at the University of Novi Sad. His area of expertise is Industrial Marketing, Entrepreneurship and Innovation Management. With more than 40 publications in 12 years of academic career makes him well-established researcher in the international academic community. Besides engagement on the University, Prof. Dr. Ćelić is also the CEO of Business incubator Novi Sad, leading hub for support and development of IT startups in the city of Novi Sad. Since the incubator started working in 2010, Đorđe is head of this institution. In the previous nine years, he has helped the development of over than 55 startups. He is responsible for the overall operation of the incubator, development of incubation models and procedures, and facilitation of the incubator mentor and consultant network. Đorđe is deeply involved in the startup community as an active business consultant and trainer with an emphasis on business model development and marketing. As CEO of the incubator and University professor, Đorđe participated and led more than 10 EU and national funded projects, including Tempus, Erasmus+, COSME, IPA type of projects.