Biography
Dr Nikolaeva is Sustainability Lead at the Business School. She also serves on the Peer Review College at the University of ºÚÁϳԹÏÍø 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 Purdue University, USA. Before joining University of ºÚÁϳԹÏÍø, 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, Journal of Business Research, and Management Decision.Ìý
Teaching
- MN5001 Contemporary Global Issues in Management
- MN5004 Marketing Strategy
- MN5471 Marketing Principles and Practice
Research areas
I am interested in how new ideas/products/markets/trends spread and become institutionalized.Ìý 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 asÌýan 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.ÌýÌý
Selected publications
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Nikolaeva, R., Field, S. & Tskhay, A., 16 Apr 2024, In: Management Decision. 62, 3, p. 1105-1113
Research output: Contribution to journal › Article › peer-review
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Open access
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
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Tskhay, A. & Nikolaeva, R., 1 Nov 2022
Research output: Non-textual form › Web publication/site
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Open access
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
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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
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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
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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
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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
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Nikolaeva, R., Dudik, A. & Lages, C., 2018, p. 49-50. 2 p.
Research output: Contribution to conference › Paper › peer-review
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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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