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Research at St Andrews

Ralitza Nikolaeva


Ralitza Nikolaeva
Postal address:
School of Management
Gateway Building
North Haugh
St Andrews
United Kingdom


Web address:

Direct phone: +44 (0)1334 467106

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.  

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