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Dr Ralitza Nikolaeva

Dr Ralitza Nikolaeva

PhD

Lecturer in Marketing

Contact details

Tel: +44 (0)1334 46 7106

Teaching 2018-2019

  • MN5002 Contemporary Conceptual Issues in Management
  • MN5560 Creative Marketing Communications

Biography

Ralitza Nikolaeva earned her PhD at Krannert School of Management, Purdue University, USA. Before joining University of St Andrews, she taught at University of Wisconsin Milwaukee, Purdue University, GISMA Business School (Germany), ISCTE - IUL (Portugal), and Nazarbayev University (Kazakhstan). Her research is broadly based in the diffusion cycle of new technologies and markets. She is currently working on institutional and cognitive drivers of adoption of practices, CSR reporting practices, hybrid organisations, and popularisation of abduction in management research.

Dr Nikolaeva's research has been published in outlets such as Journal of the Academy of Marketing Science and Organizational Research Methods. She sits on the Editorial Board of Management Decision, has served as Editor of Global Economics and Management Review, and reviews regularly for academic journals – 92th percentile on Publons.

Dr Nikolaeva has won two case writing awards by the Direct Marketing Educational Foundation (Marketing EDGE, New York) and presented her research at numerous international conferences. She is a member of the Academy of Marketing Science and the European Academy of Management. She is a member of the Board of Trustees and Directors of the American University in Bulgaria (her Alma Mater) and is also a co-founder and trustee of the non-profit Initiative for Social Empowerment based in London and Sofia.

Research specialisms

Marketing strategy, diffusion of innovations, online retailing, first mover advantages, institutionalization and legitimacy, CSR

Selected publications

Chapters

Cheap vs. substantive CSR talk among global retailers: an abstract
Nikolaeva, R. & Visentin, M., 2019, Finding new ways to engage and satisfy global customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Rossi, P. & Krey, N. (eds.). Springer, p. 535-536 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-030-02568-7_144
Research output: Chapter in Book/Report/Conference proceedingConference contribution

Social enterprise legitimacy in a hostile market
Bicho, M., Nikolaeva, R. & Lages, C., 2019, Finding new ways to engage and satisfy global customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Rossi, P. & Krey, N. (eds.). Springer, p. 153-165 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-030-02568-7_46
Research output: Chapter in Book/Report/Conference proceedingConference contribution

The institutional pressures in the post-adoption use of social media: an abstract
Azambuja, J. & Nikolaeva, R., 2019, Finding new ways to engage and satisfy global customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Rossi, P. & Krey, N. (eds.). Springer, p. 291-292 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-030-02568-7_76
Research output: Chapter in Book/Report/Conference proceedingConference contribution

Imitation motives in retailers’ adoption of the internet channel
Nikolaeva, R., 2017, The customer is NOT always right? Marketing orientationsin a dynamic business world: Proceedings of the 2011 World Marketing Congress. Campbell, C. L. (ed.). Springer, p. 597-597 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-50008-9_159
Research output: Chapter in Book/Report/Conference proceedingConference contribution

Office Design and Dignity at Work in the Knowledge Economy
Nikolaeva, R. & Russo, S. D., 2017, Dignity and the Organization. Kostera, M. & Pirson, M. (eds.). London: Palgrave Macmillan, p. 197-220 24 p. https://doi.org/10.1057/978-1-137-55562-5_10
Research output: Chapter in Book/Report/Conference proceedingChapter

The framing of interorganizational imitation
Nikolaeva, R., 2017, The customer is NOT always right? Marketing orientationsin a dynamic business world: Proceedings of the 2011 World Marketing Congress. Campbell, C. L. (ed.). Springer, p. 178 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-50008-9_47
Research output: Chapter in Book/Report/Conference proceedingConference contribution

Positioning as strategic balance: The case of complementary and alternative medicine (CAM)
Bicho, M., Nikolaeva, R. & Lages, C., 2016, Marketing challenges in a turbulent business environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. Goza, M. D. & Ragland, C. B. (eds.). Springer, p. 141-147 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-19428-8_41
Research output: Chapter in Book/Report/Conference proceedingConference contribution

 

Articles

Online market entry: the motivations for imitation across retailer types
Bhatnagar, A., Nikolaeva, R. & Ghose, S., Apr 2016, In : Managerial and Decision Economics. 37, 3, p. 151-166 16 p. https://doi.org/10.1002/mde.2708
Research output: Contribution to journalArticle

Exploring Curvilinearity Through Fractional Polynomials in Management Research
Nikolaeva, R., Bhatnagar, A. & Ghose, S., 12 May 2015, In : Organizational Research Methods. 18, 4, p. 738-760 23 p. https://doi.org/10.1177/1094428115584006
Research output: Contribution to journalArticle

Interorganizational imitation heuristics arising from cognitive frames
Nikolaeva, R., 2014, In : Journal of Business Research. 67, 8, p. 1758-1765 8 p. https://doi.org/10.1016/j.jbusres.2014.03.001
Research output: Contribution to journalArticle

The role of institutional and reputational factors in the voluntary adoption of corporate social responsibility reporting standards
Nikolaeva, R. & Bicho, M., 12 Aug 2011, In : Journal of the Academy of Marketing Science. 39, 1, p. 136-157 22 p. https://doi.org/10.1007/s11747-010-0214-5
Research output: Contribution to journalArticle

 

Papers

Exploring the Success Factors of Hybrid Micro-Enterprises
Bicho, M., Nikolaeva, R., Lages, C., Ferreira, F. A. F., Rossi, P. & Krey, N., 2018, p. 177-188. 12 p. https://doi.org/10.1007/978-3-319-68750-6_56
Research output: Contribution to conferencePaper

Implementing an Inaugural Sustainability Reporting Process: An Abstract
Nikolaeva, R., Dudik, A. & Lages, C., 2018, p. 49-50. 2 p. https://doi.org/10.1007/978-3-319-68750-6_15
Research output: Contribution to conferencePaper

Multi-channel Retailing and Firm Performance: The Case of Store-based Retailers
Wang, H. & Nikolaeva, R., 2016.
Research output: Contribution to conferencePaper

Social Enterprise Legitimacy Spiral in a Hostile Context
Bicho, M., Nikolaeva, R. & Lages, C., 2016.
Research output: Contribution to conferencePaper

 

Selected other information

Trustee at the American University in Bulgaria; Co-founder and Trustee at Initiative for Social Empowerment

Nominated for Best Paper award at the European Academy of Management (EURAM) Conference – Entrepreneurship SIG (2017)
Bicho, Marta, Ralitza Nikolaeva, Carmen Lages, and Fernando Ferreira "Hybrid Micro-Enterprises – Founding Motives and the Meaning of Success"

Best Paper award at the European Academy of Management (EURAM) Conference – Strategy Process and Practice Track (2015)
Bicho, Marta, Ralitza Nikolaeva, and Carmen Lages (2015) "Inter-category Positioning as Strategic Balance in a Marginalized Market Category"