Igor V. Gladkikh

Associate Professor, Marketing Department

Director, Case Development Center

 

 

E-mail: gladkikh@gsom.pu.ru

 

 

EDUCATION AND ACADEMIC DEGREES

  • Certificate of Higher Education in Management, University of Lausanne, Ecole des Hautes Etudes Commerciales, Switzerland, 1995
  • Candidate of Science (Economics), Leningrad State University, 1990
  • Specialist Degree (Political Economy), Leningrad State University, 1982

 

RESEARCH INTERESTS

  • Pricing Strategies
  • Pricing Research
  • Marketing Research

 

INTERNATIONAL ACADEMIC EXPERIENCE

  • Internship, HEC Paris, France, 2006
  • Internship, University of Lausanne, Switzerland, 1993-1995, 1999, 2000
  • Faculty Development Programme, Swedish Institute of Management (IFL) and ABB Corporation, 1998, 1999
  • Internship, Vaasa University, Finland, 1998
  • Internship, UC Berkeley, Haas School of Business, 1997

 

Membership in Professional Associations

  • Professional Pricing Society (PPS), 2007 –.
  • World Association for Case Method Research & Application (WACRA®), 2007 –.
  • Russian Managers Association (RMA), 2004-2012

 

OTHER PROFESSIONAL ACTIVITIES

  • Member of the St. Petersburg State University GSOM Academic Council, 1996 –.
  • Case Development Center Director (SPbU GSOM), 2006 –.
  • Member of Editorial Board, Vestnik (Herald) of St. Petersburg University, Management Series, 2002 –.

 

HONORS AND AWARDS

  • Russian Foundation for Humanities Research, Research grant “Development of Models and Methods of Tropical Mathematics with Applications to Problems in Economics and Management”, 2016–2017
  • Russian Foundation for Humanities Research, Research grant “Models and Methods of Tropical Mathematics with Applications to Problems in Economics and Management”, 2013–2014
  • Honorable title Distinguished Professional of the Russian Higher Professional Education, 2010
  • Diploma of Russian Association for Business Education (RABO) “For contribution in development of Russian Business Education, 2010
  • Diploma, Ministry of Education and Science of the Russian Federation, 2003
  • Research Grant "Methods of Adaptive Approximation in Analysis and Forecasting of Economic Processes", 2000-2001 (Russian Humanities Foundation)
  • Research grant "Investigation of Price Levels in the Markets with Product Differentiation", 1997-1998 (Russian Humanities Foundation)

 

SELECTED RESEARCH PUBLICATIONS

Articles in Refereed Journals

  • Application of methods of tropical optimization for evaluating alternatives based on pairwise comparisons // Vestnik St. Peterburgskogo Universiteta (Herald of St. Petersburg University). – Seria: Prikl. Mat. Inform. Prots. Upr. 2017. Volume 13. Issue 1. P. 27–41. (with N. Krivulin, V. A. Ageev)

  • Investigation of the Perceived Risk of Buying Products under Own Retail Brand // Vestnik St. Peterburgskogo Universiteta (Herald of St. Petersburg University). – Seria: Management. 2016. Issue 2. P. 3–34. (with Starov S.A., Zagorskiy A.L., Sumbaeva A.A.)

  • Computation of the Consistent Pairwise Comparison Matrix in Marketing Research by Using Methods of Tropical Mathematics // Vestnik St. Peterburgskogo Universiteta (Herald of St. Petersburg University). – Seria 8. Management. 2015. N 1. P. 3–43. (with N. Krivulin)
  • Case Writing and Case-Based Teaching in the Russian Business Education // Russian Management Journal. 2014 (2) P. 115-132 (with O. Alkanova)
  • Pricing Strategy: Concept, Content, Structure // Vestnik St. Peterburgskogo Universiteta (Herald of St. Petersburg University). – Seria 8. Management. 2013. N 1. P. 3–30.
  • International Institutional Case Writing: The Case of St. Petersburg State University // International Journal of Case Method Research & Application. 2012. Volume XXIV (1). P. 15-22 (with S. Starov, E. Rasha, W. Coyle)
  • Fair Price Policy as Company Marketing Strategy Element // Marketing and Marketing Research, 2011. No. 6 (96). P. 460-470 (in Russian)
  • Managing Buyers' Price Perceptions // Vestnik (Herald) of St. Petersburg University. Management Series. 2010. Issue 1. P. 87-118 (with Zh. Svetlanova) (in Russian)
  • Can the Efficiency of the Case Method be Improved // International Journal of Case Method Research & Application. 2009. Vol. XXI (3). P. 237–241 (with S. Starov).
  • Price Positioning of Retailers // Vestnik (Herald) of St. Petersburg University. Management Series. 2007. Issue 4. P. 73-98 (with Zh. Svetlanova, T. Svarinskaya) (in Russian)
  • The Measurement of Product Characteristics Importance in Marketing Research // Vestnik (Herald) of St. Petersburg University. Management Series. 2006. Issue 4. P. 65-87 (with Zh. Svetlanova) (in Russian)
  • Pricing Research in Marketing: Content, History, Methodology // Vestnik (Herald) of St. Petersburg University. Management Series. 2004. Issue 4. P. 57-78 (with Zh. Svetlanova) (in Russian)
  • Case Studies as a Part of Business Education Development in Russia // Vestnik (Herald) of St. Petersburg University. Management Series. 2003 Issue 3. P. 134 - 137 (in Russian)
  • Pricing Decisions: Pricing in Theory and Practice // Vestnik (Herald) of St. Petersburg University. Management Series. 1997. Issue 2. P. 64-72 (in Russian).

 

Articles in Professional Journals

  • Asahi Beer Enters the Russian Market // ECCH, Recent features (Quarterly Newsletter). 2012. 13 March 2012 (with S. Starov)
  • Fair price policy as an element of company marketing strategy // Marketing and marketing researches. November, 2011. N 6 (96) / P. 460–470.
  • Consumer evaluation of retail price // Sales business. – 2005. – N 10.– P. 31–37.
  • Price promotion and consumer // Marketing and marketing researches in Russia. NCW, 1997. – N 4 (10) August. – P. 47–56. (with Starov S.A.).

 

Monographs & Textbooks 

  • Pricing Strategy: Consumer Orientation / I. Gladkikh – St. Petersburg: Publishing House “Graduate School of Management”, 2013. – 472 pp.
  • Writing Case Studies: A Practical Guide for Professors of Business. 5th edition, revised and updated. St. Petersburg, Publishing Centre “Graduate School of Management”, 2010 (in Russian)

 

Book Editing

  • Collected Cases: Strategic and Operational Marketing. St. Petersburg, “Graduate School of Management” Publishing, 2015 (editor) (in Russian)
  • Organizational behavior and HR Management: GSOM SPbSU Case Collection. St. Petersburg, Publishing Centre “Graduate School of Management”, 2010 (co-editor with V. Minina) (in Russian).
  • Collected Cases: Management. St. Petersburg, Publishing Centre “Graduate School of Management”, 2009 (editor) (in Russian).
  • Collected Cases: Marketing. St. Petersburg, Publishing Centre “Graduate School of Management”, 2008 (editor) (in Russian).
  • External Environment Changes and the Development of Companies: Collected Cases. St. Petersburg, Publishing Centre “Graduate School of Management”, 2004 (co-editor with Y. Fedotov) (in Russian).
  • Strategic Management of Russian Companies: Collected Cases. St. Petersburg, Publishing Centre “Graduate School of Management”, 2004 (co-editor with V. Katkalo, S. Kushch) (in Russian).

 

Case Studies

  • Baltika Breweries: product-line pricing and brand positioning (Case) / I. Gladkikh, S.Starov — The Case Centre. — 2017. — 513-112-1. — P. 19
  • Chinese “Goliath” and Russian “David”, or Alliance Ltd. (St. Petersburg, Russia) Fighting for its Place in Distribution Channel on the International BTB Market (Case) / V. I. Cherenkov, I. V. Gladkikh. — The Case Centre. — 2013. — 513-112-1. — P. 20.
  • What will Sound for the “Accord” Piano Factory? – Chopin’s Piece or Schubert’s Piece (Case) / V. I. Cherenkov, I. V. Gladkikh. — The Case Centre. — 2013. — 513-111-1. — P. 17.
  • Bistroff’s Dilemma: Fast or Healthy Food? (Case) / S. A. Starov, I. V. Gladkikh. — The Case Centre. — 2013. — 513-110-1. — P. 24.
  •  “Squirrel: Here I Come!”: Paradoxes of the Brand (Case) / I. V. Gladkikh, O. R. Glazunov, V. N. Domnin, S. A. Starov. — The European Case Clearing House (ECCH). — 2012. — 512-122-1. — P. 8.
  • Zenit Football Club: Ticket Pricing Strategy (Case) / I. V. Gladkikh.  — The European Case Clearing House (ECCH). — 2012. — 512-121-1. — P. 2.
  • Look out Mickey Mouse, the Russian Smeshariki are going to the market: (case) / I. Gladkikh, S. Starov, E. Desmarais, G. Meirovich // The CASE Journal. – Vol. 7, N 2. –2011. – P. 12–34.
  • The spirit of Russia: (case) / I. Gladkikh, S. Starov // CASIUM: Building Your Case (Newletter). – 2011. – March 10.
  • Asahi Beer Enters the Russian Market (Case) / S. A. Starov, I. V. Gladkikh, K. Matsuno. — The European Case Clearing House (ECCH). - 2011. – 088-C11. — P. 31.
  • Vitalena Health Promotion Centre: in Search of a Positioning Strategy (Case) / I. V. Gladkikh, T. G. Butova. — The European Case Clearing House (ECCH). — 2011. — 511-102-1. — P. 19.
  • The Valio Company in the Russian Market: will Processed Cheese Viola Hold a Winning Position? (Case) / S. A. Starov, I. V. Gladkikh. — The European Case Clearing House (ECCH). — 2011. — 511-098-1. — P. 36.
  • The Ecology Company: Optimization of Pricing Strategy (Case) / I. V. Gladkikh, K. V. Krotov, Zh. V. Svetlanova. — The European Case Clearing House (ECCH). — 2011. — 511-097-1. — P. 17.
  • Kronverk Cinema: How Much is a Ticket to the Movies? (Case) / I. V. Gladkikh, A. P. Mikhailina. — The European Case Clearing House (ECCH). — 2011. — 511-093-1. — P. 10.
  • Pulse systems of St. Petersburg: Russian Hi-Techs are coming / V.Cherenkov, J. Ellis, I. Gladkikh // International Journal of Case Method Research & Application (IJCRA). – 2010. – Vol. 22, N 1. – P. 58–71.
  • Russian Men’s Footwear Brand Ralf Ringer: Testing National Brand’s Competitive Power   (Case) / S. A. Starov, I. V. Gladkikh. — The European Case Clearing House (ECCH). — 2010. — № 510-059-1. — P. 24.
  • Battery Energy Drink: Successful Start What’s Next? (Case) / I. V. Gladkikh, S. A. Starov, R. G. Kopp. — The European Case Clearing House (ECCH). — 2007. — 507-188-1. — P. 42.
  • The Friends and ‘Foes’ of the Aleko Company (Case) / I. V. Gladkikh. — The European Case Clearing House (ECCH). — 2007. — 507-160-1. — P. 7.
  • The Naïve Customer (Case) / I. V. Gladkikh. — The European Case Clearing House (ECCH). — 2007. — 507-161-1. — P. 8.
  • Diplomat Vodka makes a Break for Premium Class (Case) / I. V. Gladkikh, S. A. Starov. — The European Case Clearing House (ECCH). — 2007. — 507-031-1. — P. 34.
  • Darling Chocolate: (Case) / I. V. Gladkikh, S. A. Starov, J. G. Meyers. — The European Case Clearing House (ECCH). — 1998. — 599-002-1. — P. 24. 

Courses taught at GSOM

  • Pricing Strategies (Bachelor Programs, EMBA, Executive Programs)
  • Customer-Based Marketing (EMBA)
  • Marketing (Bachelor Programs)
  • Management of Marketing (Bachelor Programs)
  • Research Seminar for Graduation Thesis