Research output per year
Research output per year
KY16 9RJ
United Kingdom
Accepting Postgraduate Research Students
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 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.
Marketing strategy, diffusion of innovations, online retailing, first mover advantages, institutionalization and legitimacy, CSR
Diffusion of innovations; market dynamics; CSR reporting
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):
Doctor of Philosophy, Purdue University
Award Date: 14 Dec 2002
Trustee, American University in Bulgaria
Oct 2017 → …
Research output: Contribution to journal › Article › peer-review
Research output: Contribution to journal › Article › peer-review
Research output: Non-textual form › Web publication/site
Research output: Contribution to journal › Article › peer-review
Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
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
Nikolaeva, R. (PI), Webb, P. (CoI) & Tskhay, A. (CoI)
STAIRS - St Andrews Interdisciplinary Research Support
1/08/21 → 31/07/22
Project: Standard
Nikolaeva, R. (Participant)
Activity: Membership types › Membership of peer review panel or committee
Nikolaeva, R. (Guest editor)
Activity: Publication peer-review and editorial work types › Peer review of manuscripts
Nikolaeva, R. (Reviewer)
Activity: Publication peer-review and editorial work types › Peer review of manuscripts
Nikolaeva, R. (Guest editor)
Activity: Publication peer-review and editorial work types › Peer review of manuscripts
Nikolaeva, R. (Organiser)
Activity: Participating in or organising an event types › Participation in or organising a conference