Igor Valentinovich Gladkikh

• Member of the St. Petersburg State University GSOM Academic Council, 1996 –2024.
• Case Development Center Director (SPbU GSOM), 2006 –.
• Member of Editorial Board, Vestnik (Herald) of St. Petersburg University, Management Series, 2002 –2024.
• Chairman of the Personnel Qualification Commission in the field of management, 2016 – 2019

Articles in Refereed Journals

• Pseudo foreign branding on the Russian fashion market: Genesis and prospects // Izvestiya Vysshikh Uchebnykh Zavedenii, Seriya Teknologiya Tekstil'noi Promyshlennosti. №2 (410). 2024. С. 60-68. (with S.A. Starov, V.I. Cherenkov) DOI 10.47367/0021-3497_2024_2_60
• Brands, pseudo-brands, and quasi-brands in the multi-level macroecosystem of nation branding // Russian Management Journal. 2023. 21 (3). С. 307–343 (with Vitally I. Cherenkov, Sergey A. Starov, Alexander A. Stuglev) DOI: https://doi.org/10.21638/spbu18.2023.302
• Using Pairwise Comparisons to Determine Consumer Preferences in Hotel Selection // Mathematics 2022, 10(5), 730 (with N. Krivulin, A. Prinkov). –  https://doi.org/10.3390/math10050730 
• Sustainability trends and consumer perceived risks towards private labels // Entrepreneurship and Sustainability Issues, 2020. Vol. 8. No. 1. P. 347-362 (with Cherenkov V., Sheresheva M., Starov S., Tanichev A., Berezka S., Savelev I., Yussuf A.).– https://doi.org/10.9770/jesi.2020.8.1(24)
• Brand imitation in the modern simulacrum market versus marketing ethics // Vestnik of Saint Petersburg University. Management. 2020. 19 (2)Т. P. 203-226 (with Cherenkov V., Starov S.).– https://doi.org/10.21638/11701/spbu08.2020.204
• Attitudes of modern students toward traditional case studies: exploratory research // International Journal of Case Method Research & Application. (2018) XXX, 4, P. 228-239 (with Zamulin A., Starov S.)
• Baltika Breweries: Product-Line Pricing and Brand Positioning // Vestnik St. Peterburgskogo Universiteta (Herald of St. Petersburg University). – Seria: Management. 2017. Issue 1. P. 164–188
• 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

• Private label as a brand // Marketing and marketing researches. 01 (104). 2020. P. 30-50 (with Cherenkov V., Starov S., Kirukov S.)
• Key principles of a systematic approach to the formation of a balanced portfolio of retail chains' own brands. // Brand Management. 01(104). 2020. P. 30-50 (with S. Starov)
• The study of brand associations for building strategic brand maps // Marketing and marketing researches. 02 (136). 2019. P. 116-130 (with Starov S.A., Muravskii D.V.)
• Historical heritage as an element of brand identity // Brand Management. 2018. # 04(99). P. 254-268 (with S. Starov)
• Price Positioning of the Brand // Brand Management. 2017. № 03(94). P. 178-190 (with S. Starov)
• 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

• Nestlé classic chocolate for men: experiments with gender branding in Russia (Case) / S. A. Starov, I. V. Gladkikh — The Case Centre. — 2018. — 517. — P. 10
• 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.