Maria Mikhailovna Smirnova

Associate Professor, Marketing Department

Head, Marketing Department

Head, Research Center for Strategic Marketing and Innovations

Maria Mikhailovna Smirnova

Social Media Marketing (Bachelor program)

Marketing of Innovative Products (Master program)

Advanced Market Research & Consumer Behavior (Master program)

Advanced Research & Analysis: Structural Equation Modeling (Master program)

Introduction to Research Methods in Economics & Management (Doctoral program)

Marketing of Innovative Products (MBA, EMBA)

Marketing (MBA)


  • International Teachers Program (ITP), London Business School, UK, 2020.
  • Candidate of Sciences in Economics, Graduate School of Management, St. Petersburg University, 2006. 
  • Doctoral programme, Faculty of Management, St. Petersburg University, 2002–2006. 
  • Specialist Degree in Marketing, Faculty of Management, St. Petersburg University, 1997-2002. (Exchange year, Philipps University of Marburg, Germany, 1999-2000)


  • Relationship marketing, industrial marketing 
  • Marketing strategy 
  • Innovation-oriented inter-firm cooperation 
  • Consumer behavior: the role of digital economy, innovations 
  • Quantitative methods of research in marketing, including structural equation modeling


  • 2010 - present – Associate Professor, Marketing Department, Graduate School of Management, St. Petersburg State University.
  • 2008–2010 - Senior Lecturer, Marketing Department, Graduate School of Management, St. Petersburg State University.
  • 2006–2008 – Assistant, Marketing Department, Graduate School of Management, St. Petersburg State University.




  • ONTology development for innovAtive pRoductIon and Services customers' knowledge (ONT​ARIS), 2020-2021 (St. Petersburg State University grant).
  • A three-component model of consumer performance in the digital marketplace: motivational, cognitive and competence-based drivers (MCC-framework), 2018-2020 (St. Petersburg State University grant, project 41108405).
  • Adaptive models in consumer behavior in the context of transforming consumption culture in Russia during 2010s, 2017-2018 (St. Petersburg State University grant, project 16.12.1459.2017).
  • Innovations in Company Knowledge Management: Typology, Methodology and Recommendations (INNOVARRA), 2015-2017 (Russian Science Foundation (RSF) grant, project 15-18-30048).
  • Creation of a sustainable advantage in a context of an emerging market: organizational, network and marketing capabilities of Russian firms, 2015-2016 (St. Petersburg State University grant, project 16.23.1846.2015).
  • Methodological foundations of interfirm interaction in creation and commercialization of innovations, 2014 (St. Petersburg State University grant, project 16.23.1694.2014).
  • Managing relationships within building a customer-oriented strategy: the role of expectations within interaction between Russian and Finnish firms, 2013 (St. Petersburg State University grant, project
  • Marketing strategies as a factor of improvement of innovative outcomes of Russian firms (2013, postdoc grant) project 16.50.2100.2013 (St Petersburg State University)
  • Customer orientation impact on innovative activities of Russian firms, 2011 (St. Petersburg State University grant, project 16.23.1222.2011).
  • Marketing aspects of innovation management in Russia’s high-tech sector, 2009-2010 (Russian Humanitarian Science Foundation (RGNF) and the Academy of Finland grant).
  • Relational value drivers in B2B relationships, 2004-2005 (German Academic Exchange Service (DAAD) grant).


  • Erlangen-Nuremberg University (Germany), 2019.
  • Ljubljana University of Economics (Slovenia), 2014.
  • Aalto University (Finland), 2011, 2012, 2013.
  • Manchester Business School, University of Manchester (UK), 2006, 2008.
  • University of Dortmund (Germany), Marketing Department, 2007.
  • Athens University of Economics and Business (Greece), 2007.
  • Philipps University of Marburg (Germany), 2004–2005.


Monographs, chapters in books, textbooks


  • Podmetina D., Smirnova M., Vaatanen J., Torkkeli M. Innovativeness and International Operations: Case of Russian R&D companies // Chapter in “Managing Innovation: Internationalization of Innovation”, in: Brem A., Tidd J., Daim T. (eds.). World Scientific Publishing, 2019. Pp. 129-152.
  • Smirnova M., Rebiazina V., Daviy A. Marketing in an emerging economy: The Russian e-commerce market // Chapter in “Research Handbook of Marketing in Emerging Economies”, in: Marin A. Marinov (eds.). Edward Elgar Publishing, 2017. Pp. 241-264
  • Smirnova M., Podmetina D., Volchek D., Rebiazina V. Uncovering Driving Forces for Better Product Innovation: Have Russian Firms Learned to Balance the Focus on Internal and External Partners? // Chapter in “Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation”, in: Brem A., Viardot E. (eds.). Springer, 2015. Pp. 197-221. (DOI)
  • Rozhkov A., Smirnova M., Rebiazina V. Customer orientation in emerging markets: concepts and empirical tests // Chapter in “Emerging Markets and the Future of BRIC Nations”, in: Kedia B.L., Aceto K. (eds.). Edward Elgar Publishing, 2015. Pp. 170-189. (DOI)
  • Podmetina D., Smirnova M., Vaatanen J., Torkkeli M. Collaborative Approach within the Open Innovation Framework: Russian Companies // Chapter in “Perspectives on Supplier Innovation: Theories, Concepts and Empirical Insights on Open Innovation and the Integration of Suppliers”, Series on Technology Management, Vol.18, in: Brem A., Tidd J. (eds.). London: Imperial College Press, 2012. Pp. 287-310. (DOI)


  • Shalaeva A., Rebiazina V., Smirnova M. Sharing economy as a new business model. // Chapter in Monograph “Innovations in marketing models of the Russian companies in the era of digital transformation”, in: Yuldasheva O. (eds.). St. Petersburg: Publishing house SPbSEU, 2018. Pp. 66-82.
  • Kouchtch S., Smirnova M. B2B Marketing: Relational Approach: textbook. St. Petersburg: St. Petersburg State University Publishing, 2010.

Articles in peer review and professional journals


  • Smirnova M. “Managing business and social network relationships in Russia: the role of relational capabilities, institutional support and dysfunctional competition.” Industrial Marketing Management, 2020. (in press, corrected proof) (DOI)
  • Ashnai B., Smirnova M., Henneberg S.C., Naudé P. “Dyadic Operationalization in Business Relationships: The Empirical Example of Marketing-Purchasing Collaboration.” Journal of Business-to-Business Marketing, vol.26 (1), pp. 19-42, 2019. (DOI)
  • Smirnova M., Rebiazina V., Frösén J. “Customer orientation as a multidimensional construct: Evidence from the Russian markets.” Journal of Business Research, vol.86, pp. 457-467, 2018. (DOI)
  • Smirnova M., Rebiazina V., Khomich S. “When does innovation collaboration pay off? The role of relational learning and the timing of collaboration.”Industrial Marketing Management, vol.74, pp. 126-137, 2018. (DOI)
  • Smirnova M., Rebiazina V., Moreva I. “Transforming Industry Landscapein Response to the Transition of the Economy – The Case of the Russian Bakery Industry.” Market-Tržište, vol.26, N1, pp. 23-44, 2014.
  • Smirnova M., Podmetina D., Vaatanen J., Torkkeli M. “Collaborative approaches to new product development: the case of Russia.” International Journal of Entrepreneurship and Innovation Management, vol.15, N1/2, pp. 91–107, 2012. (DOI)
  • Podmetina D., Vaatanen J., Torkkeli M., Smirnova M. “Open innovation in Russian firms: an empirical investigation of technology commercialisation and acquisition.” International Journal of Business Innovation and Research, vol.5, N3, pp. 298–317, 2011. (DOI)
  • Smirnova M., Naudé P., Henneberg S.C., Mouzas S., Kouchtch S. “The impact of market orientation on the development of relational capabilities and performance outcomes: The case of Russian industrial firms.” Industrial Marketing Management, vol.40, N1, pp. 44–53, 2011. (DOI)
  • Smirnova M., Henneberg S.C., Ashnai B., Naudé P., Mouzas S. “Understanding the role of marketing–purchasing collaboration in industrial markets: The case of Russia.” Industrial Marketing Management, vol.40, N1, pp. 54–64, 2011. (DOI)
  • Hoffmann S., Mai R., Smirnova M. “Development and Validation of a Cross-Nationally Stable Scale of Consumer Animosity.” Journal of Marketing Theory and Practice, vol.19, N2, pp. 235–252, 2011. (DOI)
  • Podmetina D., Vaatanen J., Smirnova M. “Alueellinen innovaatiokyky ja innovaatiotuotanto Venäjällä.” Idäntutkimus (The Finnish Review of East European Studies), N1, pp. 42–54, 2010.
  • Ashnai B., Smirnova M., Kouchtch S., Qionglei Y., Barnes B., Naude P. “Assessing relationship quality in four business-to-business markets.” Marketing Intelligence & Planning, vol.27, N1, pp. 86–102, 2009. (DOI)
  • Smirnova M., Podmetina D., Vaatanen J., Kouchtch S. “Key stakeholders interaction as a factor of product innovation: The case of Russia.” International Journal of Technology Marketing, vol.4, N2/3, pp. 230–247, 2009. (DOI)
  • Podmetina D., Smirnova M., Vaatanen J., Torkkeli M. “Innovativeness and international operations: Case of Russian R&D companies.” International Journal of Innovation Management, vol.13, N2, pp. 295-317, 2009. (DOI)


  • Muravsakaia S., Smirnova M. “Gamification: Main approaches to definition and research directions.” Vestnik of St. Petersburg State University, Management Series, N18(4), pp. 510-530, 2019. (DOI)
  • Muravsakaia S., Golovacheva K., Smirnova M., Alkanova O., Muravskii D. “Approaches to customer loyalty management: ‘3D’ perspective.” Vestnik of St. Petersburg State University, Management Series, N18(1), pp. 70-93, 2019. (DOI)
  • Gulakova O., Rebiazina V., Smirnova M. “Customer Orientation of B2B Firms in Emerging Markets: Evidence from Russia.” Russian Management Journal, N17(1), pp. 71-96, 2019. (DOI)
  • Malchenko Yu., Smirnova M. “What Drives Consumers Smart? The challenge of Adoption of Smart City Solutions.” Russian Management Journal, N17(3), pp. 387-410, 2019. (DOI)
  • Golovacheva K., Smirnova M. “Marketing approaches to influence consumers in the knowledge economy.” Marketing and Marketing Research, N4, pp. 272-282, 2018.
  • Daviy A., Rebiazina V., Smirnova M. “E-commerce Barriers and Drivers of the Russian Consumers: The Results of an Empirical Study.” Vestnik of St. Petersburg State University, Management Series, N17(1), pp. 69-98, 2018. (DOI)
  • Muravskii D., Smirnova M. “Brand alliances in contemporary marketing theory.” Vestnik of St. Petersburg State University, Management Series, N16(1), pp. 33-68, 2017. (DOI)
  • Golovacheva K., Smirnova M. “Consumers’ Persuasion Knowledge: The Construct and Its Managerial Implications.”  Vestnik of St. Petersburg State University, Management Series, N16(4), pp. 596-621, 2017. (DOI)
  • Alkanova O., Smirnova M. “Marketing on emerging markets: definition and research vector.” Russian Management Journal, N12(1), pp. 95-108, 2014.
  • Rozhkov A., Rebiazina V., Smirnova M. “Customer orientation: Results of the empirical test in the Russian market.” Russian Management Journal, N12(3), pp. 33-58, 2014.
  • Rebiazina V., Smirnova M., Kouchtch S. “Portfolio and Evolutionary Approaches to Building Relationships with Partners: The Case of Russian Companies.” Russian Management Journal, N11(3), pp. 31-52, 2013.
  • Yablonsky S., Muravskii D., Smirnova M. “Brand management in multi-sided platforms: the role of co-branding.” Marketing and Marketing Research, N5, pp. 356-363, 2013.
  • Rebiazina V., Smirnova M. “Interaction with Partners as a Factor of Innovation Development on the Example of Russian Industrial Companies.” Innovations,N7(153), pp. 48-57, 2011.
  • Krotov K., Kouchtch S., Smirnova M., Starkov A. “Strategic Supply Chain Management in Russian companies.” Logistics Today, N1(31), pp. 2-14, 2009.
  • Smirnova M., Kouchtch S., Krotov K. “Is it Possible to Develop without Innovations?” Top-Manager, N7(85), pp. 54-57, 2008.
  • Krotov K., Kouchtch S., Smirnova M. “The Marketing Aspect of Managing the Relationships in Supply Chains: The Results of the Research of Russian Companies.” Russian Management, Vol.6, N2, pp. 3-26, 2008.
  • Kouchtch S., Ovdina M., Smirnova M. “Assessing Relationship Quality: The Case of Russian Industrial Firms.” Vestnik of St. Petersburg State University, Management Series, N3, pp. 173–197, 2008.


  • Smirnova M. Baltika: Segmenting the Beer Market in Russia and the West / Marketing: An Introduction. Textbook by  Armstrong G., Kotler P., Harker M., Brennan R. England: Pearson Education Limited, 2009. - pp. 190-195. 
  • OOO RusAl-Sayanskaya Folga's Choice of Marketing Strategy (Case/Teaching Note) / Kouchtch S., Smirnova M., Krotov K. – The European Case Clearing House (ECCH). — 2007. — N 507-068-1. – pp. 51.
  • Kouchtch S., Smirnova M. Rakurs Company: Customer Relationship Strategy / Strategic Management of Russian Companies: Case Collection. St. Petersburg: St. Petersburg State University Publishing, 2004.


15 September 2022 | All news | Методология преподавания | Смирнова Мария Михайловна | Завьялова Елена Кирилловна
Integration of management methodologies and scientific research results into business disciplines became the key topic of gsom spbu methodological workshops

Methodological workshop for professors "Research Results, New Knowledge and Methods in Teaching Business Disciplines: Agenda, Opportunities And Challenges" was held on September 9 under the aegis of the Research Committee and Teaching Excellence Lab in Business Education of the Graduate School of Management of St. Petersburg University (GSOM SPbU)

1 February 2021 | Lectures | Алканова Ольга Николаевна | Головачева Ксения Сергеевна | Смирнова Мария Михайловна | All news
GSOM SPbU professors have released an open course on marketing on the Open Education platform

Professors of the Marketing Department of the Graduate School of Management of St. Petersburg State University (GSOM SPbU) have released the course Marketing in the VUCA world on the online Open Education platform. The course will start on February 15. 

1 February 2021 | Lectures | Алканова Ольга Николаевна | Головачева Ксения Сергеевна | Смирнова Мария Михайловна | All news
GSOM SPbU alumnus and a student were shortlisted for AMBA & BGA Excellence Awards 2021

Graduate of the Graduate School of Management of St. Petersburg University (GSOM SPbU) Ivan Syreishchikov and student of the Business School Ramil Khantimirov were shortlisted for the international AMBA & BGA Excellence Awards 2021.

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Other professors

Olga Nikolaevna Alkanova
Olga Nikolaevna Alkanova
Associate Professor, Marketing Department, Head of Teaching Excellence Lab
Vitaliy Ivanovich Cherenkov
Vitaliy Ivanovich Cherenkov
Professor, Marketing Department
Igor Valentinovich Gladkikh
Igor Valentinovich Gladkikh
Associate Professor, Marketing Department. Director, Case Development Center
Sergey Igorevich Kiryukov
Sergey Igorevich Kiryukov
Senior Lecturer, Marketing Department
Maria Mikhailovna Smirnova
Maria Mikhailovna Smirnova
Associate Professor, Head of Marketing Department. Head of Research Center for Strategic Marketing and Innovations
Joan Freixanet Solervicens
Joan Freixanet Solervicens
Associate Professor, Marketing Department
Alina Sergeevna Rucheva
Alina Sergeevna Rucheva
Assistant Professor, Marketing Department
Ekaterina Andreevna Nazarenko
Ekaterina Andreevna Nazarenko
Marketing Department

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