Dr Ralitza Nikolaeva

Lecturer in Marketing

Researcher profile

Phone

+44 (0)1334 46 7106

Email

rn52@st-andrews.ac.uk

 

Biography

Dr Nikolaeva is Executive Education Co-Lead and PRME Coordinator for the Business School. She also serves on the Peer Review College at the University of St Andrews and on the Business Committee of the General Council. She is a member of the Board of Trustees and Directors of the American University in Bulgaria.

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 and disadoption of technologies and practices, CSR reporting, just transition to net-zero, 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.

Teaching

• MN5001 Contemporary Global Issues in Management
• MN5002 Contemporary Conceptual Issues in Management
• 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

• Decarbonizing an energy-hungry world: the dilemma of investing in fossil fuels

  Nikolaeva, R., Field, S. & Tskhay, A., 16 Apr 2024, In: Management Decision. 62, 3

  Research output: Contribution to journal › Article › peer-review

• Open access

  Complementary and alternative medicine (CAM) legitimation efforts in a hostile environment: the case of Portugal

  Bicho, M., Nikolaeva, R. & Lages, C., 1 May 2023, In: Sociology of Health and Illness. 45, 4, p. 890-913 24 p.

  Research output: Contribution to journal › Article › peer-review

• Open access

  Perceived success of hybrid microorganizations in a contested category

  Bicho, M., Nikolaeva, R., Ferreira, F. & Lages, C., 2022, In: Journal of Small Business Management. 60, 4, p. 859-891 33 p.

  Research output: Contribution to journal › Article › peer-review

• bp: transformation in a perfect storm

  Tskhay, A. & Nikolaeva, R., 1 Nov 2022

  Research output: Non-textual form › Web publication/site

• 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 › peer-review

• 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 › peer-review

• 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

 

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