Dubravka started her academic career at the Faculty of Electrical Engineering, University of Sarajevo where she was elected a professor of Information Systems (IS) in 1990 in the Informatics Department. Until 1992 she held various positions including the Head of the IS division, Associate Dean Research and the Dean of the Faculty. Since arriving in Australia in 1993, she has held the positions of professor and Head of School of Information Systems and Management Science, and Deputy Dean of the Faculty of Commerce and Administration, Griffith University, Brisbane; Pro-Vice-Chancellor, Research and Consultancy, and professor and founding chair in IS at the UWS, Hawkesbury. She joined the UNSW in January 2002. She served as the Head of School of Information Systems, Technology and Management (2005-2008) and as the Presiding Member of the Australian School of Business (2012-2014).
She has published in the top IS journals such as MIS Quarterly, Journal of Information Systems, Information and Management, European Journal of Information Systems, Decision Support Systems, Journal of Information Technology, Information Technology and People, Communications of AIS, International Journal of Global Information Technology Management, International Journal of Actor Network Theory and Technological Innovation, and others. She co-edited special issues published in MIS Quarterly and Information System Journal. She is Senior Editor of Journal of Association of Information Systems and Associate Editor of Information Systems Journal. She presented her research at all major IS conferences.