Research output per year
Research output per year
Personal profile
Research overview
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.
Biography
Dr Nikolaeva is Sustainability Lead at 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 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, Journal of Business Research, and Management Decision.
Research interests
Marketing strategy, diffusion of innovations, online retailing, first mover advantages, institutionalization and legitimacy, CSR
Teaching activity
- MN5001 Contemporary Global Issues in Management
- MN5004 Marketing Strategy
- MN5471 Marketing Principles and Practice
Profile Keywords
Diffusion of innovations; market dynamics; CSR reporting
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Education/Academic qualification
Doctor of Philosophy, Purdue University
Award Date: 14 Dec 2002
External positions
Trustee, American University in Bulgaria
Oct 2017 → …
Keywords
- H Social Sciences (General)
- marketing
Fingerprint
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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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, p. 1105-1113Research output: Contribution to journal › Article › peer-review
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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 AccessFile -
bp: transformation in a perfect storm
Tskhay, A. & Nikolaeva, R., 1 Nov 2022Research output: Non-textual form › Web publication/site
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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
Open AccessFile -
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
Datasets
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Data underpinning Anne Stoerk's thesis
Stoerk, A. (Creator), Ferguson, J. (Supervisor) & Nikolaeva, R. (Supervisor), University of St Andrews, 7 Jan 2030
DOI: 10.17630/7b85b89e-af61-46b9-b047-7ce8a86efee9
Dataset: Thesis dataset
Projects
- 1 Finished
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A pilot study of the acceleration of the adoption of carbon‐reducing technologies – Power‐to‐X in Scotland
Nikolaeva, R. (PI), Webb, P. (CoI) & Tskhay, A. (CoI)
STAIRS - St Andrews Interdisciplinary Research Support
1/08/21 → 31/07/22
Project: Standard
Activities
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Swiss National Science Foundation (External organisation)
Nikolaeva, R. (Participant)
2025 → …Activity: Membership types › Membership of peer review panel or committee
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EURAM (Event)
Nikolaeva, R. (Guest editor)
2025 → …Activity: Publication peer-review and editorial work types › Peer review of manuscripts
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AMS World Marketing Congress (Event)
Nikolaeva, R. (Reviewer)
Nov 2024 → …Activity: Publication peer-review and editorial work types › Peer review of manuscripts
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Journal of Business Research (Journal)
Nikolaeva, R. (Guest editor)
31 Oct 2024 → …Activity: Publication peer-review and editorial work types › Peer review of manuscripts
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State of Emergency: Democracy and Digital Transformation in Times of War
Nikolaeva, R. (Organiser)
19 Sept 2024 → 20 Sept 2024Activity: Participating in or organising an event types › Participation in or organising a conference