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Dr Ralitza Nikolaeva

Dr Ralitza Nikolaeva

Lecturer in Marketing

Researcher profile

Phone
+44 (0)1334 467106
Email
rn52@st-andrews.ac.uk

 

Biography

Dr Nikolaeva is currently the Director of the MLitt in Marketing Program, a Co-Lead of the Organisations and Society Research Group, and PRME Lead at the School of Management. She also serves on the Environmental Sustainability Board Research Steering Group at the University of St Andrews.

Dr 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 Boards of Journal of the Academy of Marketing Science and Management Decision, has served as Editor of Global Economics and Management Review, and reviews regularly for academic journals.

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.

Teaching

  • MN2001 Management and Society
  • MN5001 Contemporary Global Issues in Management
  • MN5002 Contemporary Conceptual Issues in Management
  • MN5405 Dialogue and Debate in Marketing (Masterclasses)
  • MN5471 Marketing: Principles and Practice

Research areas

I am interested in how new ideas/products/markets/trends spread and become institutionalized.  At the mirror side is the question how old ideas/products/markets/trends are disadopted/discarded and deinstitutionalized. Within these general questions, I look at immitation as an important mechanism for the spread of ideas/innovations/trends and the growth of new markets/categories. I am specifically interested in the role of early adopters/market entrants in the spread of the innovation/market and socio-cognitive effects at different levels on the interplay of the new and the status quo. I am also working on socialization of hybrid organizations as well as the value of CSR communication practices.  

Selected publications and performances

  • Perceived success of hybrid microorganizations in a contested category

    Bicho, M., Nikolaeva, R., Ferreira, F. & Lages, C., 12 Jun 2020, In : Journal of Small Business Management. Latest Articles, 33 p.

    Research output: Contribution to journal ? Article

  • 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).

    Research output: Chapter in Book/Report/Conference proceeding ? Conference 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).

    Research output: Chapter in Book/Report/Conference proceeding ? Conference 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).

    Research output: Chapter in Book/Report/Conference proceeding ? Conference contribution

  • 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.

    Research output: Contribution to conference ? Paper

  • Implementing an Inaugural Sustainability Reporting Process: An Abstract

    Nikolaeva, R., Dudik, A. & Lages, C., 2018, p. 49-50. 2 p.

    Research output: Contribution to conference ? Paper

  • 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).

    Research output: Chapter in Book/Report/Conference proceeding ? Conference 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.

    Research output: Chapter in Book/Report/Conference proceeding ? Chapter

  • 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).

    Research output: Chapter in Book/Report/Conference proceeding ? Conference contribution

  • Multi-channel Retailing and Firm Performance: The Case of Store-based Retailers

    Wang, H. & Nikolaeva, R., 2016.

    Research output: Contribution to conference ? Paper

 

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