• KY16 9RJ

    United Kingdom

Accepting Postgraduate Research Students

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.  


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.

Research interests

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

Teaching activity

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

  • SDG 3 - Good Health and Well-being
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Doctor of Philosophy, Purdue University

Award Date: 14 Dec 2002

External positions

Trustee, American University in Bulgaria

Oct 2017 → …


  • H Social Sciences (General)
  • marketing


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