Ralitza Nikolaeva
PhD (Marketing) Purdue University, USA
Associate Professor of Marketing
  • Biography
  • Publications
  • Research
  • Teaching
  • Contact

Ralitza Nikolaeva has previously taught at ISCTE – Instituto Universitario de Lisboa (Portugal), University of Wisconsin Milwaukee, Purdue University and GISMA Business School (Germany). 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 of practices including social innovations. Dr. Nikolaeva’s research has been published in top international scholarly journals; she is also Editor of Global Economics and Management Review and a member of the Editorial Board of Management Decision. Dr. Nikolaeva has won two case writing awards by the Direct Marketing Educational Foundation (Marketing EDGE, New York) and has presented her research at numerous international conferences. She is a member of the Academy of Marketing Science, the European Marketing Academy, and the European Academy of Management. Dr. Nikolaeva is also a co-founder and trustee of the non-profit Initiative for Social Empowerment based in London, Rome and Sofia.

Recent Academic Publications

Nikolaeva, Ralitza, Amit Bhatnagar, and Sanjoy Ghose (2015) “Exploring Curvilinearity through Fractional Polynomials in Management Research” Organizational Research Methods, 18(4), 738-760

Bhatnagar, Amit, Ralitza Nikolaeva, and Sanjoy Ghose (2014) “Online Market Entry: The Motivations for Imitation across Retailer Types” Managerial and Decision Economics, first online DOI: 10.1002/mde.2708

Nikolaeva, Ralitza (2014), “Interorganizational Imitation Heuristics Arising from Cognitive Frames” Journal of Business Research, 67(8), 1758-1765

Nikolaeva, Ralitza and Marta Bicho (2011), “The Role of Institutional and Reputational Factors in the Voluntary Adoption of Corporate Social Responsibility Reporting Standards,” Journal of the Academy of Marketing Science, 39(1), 136-157

Working Papers

Nikolaeva, Ralitza and Silvia Dello Russo “Office Design and Dignity at Work in the Knowledge Economy” chapter accepted to appear in Dignity and Organizations, Monika Kostera and Michael Pirson (Eds.), Palgrave McMillan (Humanism in Business Series)

Bicho, Marta, Ralitza Nikolaeva, and Carmen Lages “Inter-category Positioning as Strategic Balance in a Marginalized Market Category” reject, resubmit at Journal of Business Venturing

Nikolaeva, Ralitza “When Theory Is Not Enough: Imprinting, Inertia, and Non-linear Dynamic Effects” in preparation for Management Science

Recent Presentations or Conference Papers

Bicho, Marta, Ralitza Nikolaeva, and Carmen Lages (2015) “Inter-category Positioning as Strategic Balance in a Marginalized Market Category,” European Academy of Management (EURAM), Warsaw, Poland – Best Paper award at the Strategy Process and Practice Track

Nikolaeva, Ralitza and João Azambuja (2015) “Inter-Firm Imitation in Social Media Adoption: A Cognitive Framework,” European Academy of Management (EURAM), Warsaw, Poland

Bicho, Marta, Ralitza Nikolaeva, and Carmen Lages (2014) “Positioning as Strategic Balance: The Case of Complementary and Alternative Medicine (CAM),” Proceedings of the 17th World Marketing Congress, Academy of Marketing Science, Lima, Peru

Nikolaeva, Ralitza (2014) “Demand-Side Perspective of Technology Substitution: Disadopting Landlines for Mobile Phones,” European Marketing Academy Conference (EMAC), Valencia, Spain

  • Diffusion of innovations – imitation, first mover advantages, market/category formation, adoption/disadoption of innovations
  • Market ecology
  • Institutionalization

Marketing Management

Nazarbayev University Graduate School of Business

Office No. 6.045

Office: +7 717 2 69 45 75 

Mobile: +7 705 2447732

E-mail:   ralitza.nikolaeva@nu.edu.kz

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