Olga Nikolaevna Alkanova

• Member of Organizing Committees of international conferences (International Conference “Public Sector Transition”, SPbU, 2011-2012; 4th EMAC Regional Conference – Marketing Theory Challenges in Emerging Societies, SPbU, 2013)
• Leading Marketing Specialist, Ekotek Ltd., 2008-2011
• Marketing Specialist of Strategic Marketing Department, “Teaspoon” Chain, 2005-2008
• Membership in Professional Associations
  • Academy of Marketing Science (AMS), 2013–;
  • British Academy of Marketing (AM), 2011–;
  • European Marketing Academy (EMAC), 2012–.

Articles in Refereed Journals

• Kucherov D.G., Lisovskaya A.Yu., Alkanova O.N., Tsybova V.S. 2021. Employer branding practices in Russian divisions of international companies. Management in Russia and Abroad. №2, 69-77 (in Russian).
• Malchenko, Y., Gogua, M., Golovacheva, K., Smirnova, M., & Alkanova, O. (2020). A critical review of digital capability frameworks: a consumer perspective. Digital Policy, Regulation and Governance. Vol. 22, No. 4.
• Muravsakaia S. A., Golovacheva K. S., Smirnova M. M., Alkanova O. N., Muravskii D. V. 2019. Approaches to customer loyalty management: “3D” perspective. Vestnik (Herald) of St. Petersburg University. Management Series, 18(1): 70–93 (in Russian).
• Gladkikh I.V., Alkanova O.N. 2014. Case Writing and Case-Based Teaching in the Russian Business Education. Russian Management Journal. 12(2), 99–116 (in Russian)
• Alkanova O.N., Smirnova, M.M. 2014. Marketing in Emerging Markets: Definitions and Research Agenda. Russian Management Journal. 12(1), 95–108 (in Russian)
• Muravskii D.V., Smirnova M.M., Alkanova O.N. 2013. Towards an Improved Understanding of Brand Equity: estimating the perception of brands by consumers, producers and investors. Vestnik (Herald) of St. Petersburg University. Management Series. 2: 33-54 (in Russian)
• Starov S.A., Alkanova O.N., Molchanov N.N. 2012. Brands, Trademarks and Commercial Symbols as Objects of Company Management. Vestnik (Herald) of St. Petersburg University. Management Series. 2: 33-54 (in Russian)
• Starov S.A., Moreva I.A., ALkanova O.N. 2011. Services Branding Effectiveness Assessment: the usage of brand touch-points model (on the example of Siberia Air Company). Vestnik (Herald) of St. Petersburg University. Management Series. 1: 105-136 (in Russian)
• Starov S.A., Alkanova O.N. 2009. Branding Effectiveness Evaluation Methodology. Vestnik (Herald) of St. Petersburg University. Management Series. 4: 130-153 (in Russian)

Conferences (in total – more than 15)

• Alkanova, O. N., & Shpigel E. 2019. The Effect of Online Store Personalization on Customer Loyalty towards Internet Retailer Brand: An Exploratory Study. Annual GSOM emerging markets conference 2019 : Conference book, Saint Petersburg, October 3-5, 2019, 248-251.
• Alkanova O., Golovacheva, K., & Smirnova, M. 2019. Perspectives of UTAUT2 Development: Insights from a Pilot Study. Proceedings IFKAD 2019, Matera, Italy 5-7 June 2019 “Knowledge Ecosystems and Growth”, 879-885. ISBN: 978-88-96687-12-3, ISSN 2280-787X
• Alkanova, O. N. & Sharko O. I. 2018. Determinants of Customer Satisfaction in M-Commerce: Investigation of Chinese and Russian Customers. GSOM emerging markets conference 2018 : Conference Proceedings, Saint Petersburg, October 04-06, 2018, 41-43.
• Muravskaia S., Golovacheva K. S., Smirnova M. M., Muravsky D.V., & Alkanova O.N. 2018. Loyalty programs in digital era: classification, challenges, future. GSOM emerging markets conference 2018 : Conference Proceedings, Saint Petersburg, October 04-06, 2018, 44-47.
• Muravskii, D.V., Alkanova O. N., & Smirnova M.M. 2016. What Was Brand Equity Anyway, and How Did They Measure It? Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress, 311-314.
• Muravskii, D.V., Alkanova, O.N. & Smirnova, M.M. 2013. What Was Brand Equity Anyway, and How Did They Measure It? Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress. Springer: 326-329.
• Smirnova, M.M., Alkanova, O.N. & Muravskii, D.V. 2013. Brand Equity as a Goal and as a Source of Control: what to measure and when to measure. Conference Proceedings of the Academy of Marketing 2013 Conference “Marketing Relevance”, Cardiff, UK, July 8-11, 2013. Springer: 6p.
• Alkanova, O.N. 2012. Brand Performance: Towards a Clear Set of Metrics. Conference Proceedings of the Academy of Marketing 2012 Conference “Marketing: Catching the Technology Wave”, Southampton, UK, July 2-5, 2012. Springer: 8p.

Case Studies

• Komarovo Equestrian Club: Give Way to New Favourite? // The European Case Clearing House (ecch). – 2012. – No. 512-125 (Case & Teaching Notes)