Maria M. Smirnova

Head of Department, Marketing Department

Associate Professor, Marketing Department

Head of Research Center for Strategic Marketing and Innovations

 

E-mail: smirnova@gsom.spbu.ru

 

Work for GSOM SPbU from 2006.

 

EDUCATION AND ACADEMIC DEGREES

  • 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)

 

RESEARCH INTERESTS

  • 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

 

ACADEMIC POSITIONS

  • 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.

 

ADMINISTRATIVE POSITIONS

  • 2013 - present – Head of Department, Marketing Department, Graduate School of Management, St. Petersburg State University.
  • 2011–2017 - Academic director, Doctoral programme, Graduate School of Management, St. Petersburg State University.
  • 2009–2011 - Academic director, CEMS programme, Graduate School of Management, St. Petersburg State University.

 

OTHER PROFESSIONAL ACTIVITIES

  • Visiting professor: University of Ljubljana (Slovenia), School of Economics and Business (SEB LU) (2019 – present), Aalto University (Finland) (2018-2019)
  • Member of AMA (American Marketing Association) (2010 – present)
  • Member of EMAC (European Marketing Academy) (2007 – present)
  • EMAC Newsletter Editor (2011 – present) 
  • EMAC National Coordinator for Russia (2009–2011)
  • Member of Academic Council at Graduate School of Management, St. Petersburg State University (2009-2011)
  • Member of editorial boards: Russian Management Journal (2011 – present), Journal of Innovation Management (JIM): The International Journal on Multidisciplinary Approaches on Innovation (2014 – present)
  • Journal reviewer: Marketing Intelligence and Planning, Industrial Marketing Management, Journal of Business Research, Technological Forecasting & Social Change, Journal of Business & Industrial Marketing, International Marketing Review.
  • Participation in consulting and business education projects and trainings for different companies: Harris Healthcare, YIT, Rosneft, Severstal, Valio, L’Oreal, Schwarzkopf, Nokian Tyres, Elisa, EMC, X5 Retail Group, MegaFon, Vkontakte.

 

RESEARCH PROJECTS AND GRANTS

  • 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 16.42.227.2013).
  • 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).

 

INTERNSHIPS ABROAD

  • 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.

 

SELECTED PUBLICATIONS

Monographs, chapters in books, textbooks

International:

  • 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)

National:

  • 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

International:

  • 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)

National:

  • 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.

Cases

  • 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.

 

CONFERENCES

International (last 5 years):

  • 6th International GSOM Emerging Markets Conference - 2019 (GSOM EMC 2019), St. Petersburg, October 3-5, 2019. Paper: Smirnova M., Golovacheva K. “Is there a Way for a Win-Win Approach? The Case of Knowledge-Oriented Consumer Digital Performance Research.”
  • 6th International GSOM Emerging Markets Conference - 2019 (GSOM EMC 2019), St. Petersburg, October 3-5, 2019. Paper: Golovacheva K., Smirnova M., Muravskii D., Muravskaya S. “Increasing Willingness to Participate in Frequency Reward Programs through Gamification.”
  • 4th International Conference “Digital Transformation & Global Society” (DTGS 2019), St. Petersburg, June 19–21, 2019. Rebiazina V., Stamalieva A., Smirnova M. “Consumer Loyalty Factors in the Russian E-Commerce Market.” Proceedings of 4th International Conference “Digital Transformation & Global Society” (DTGS 2019), in: Alexandrov D., Boukhanovsky A., Chugunov A., Kabanov Yu., Koltsova O., Musabirov I. (eds.), pp. 268-280, 2019.
  • 4th International Conference “Digital Transformation & Global Society” (DTGS 2019), St. Petersburg, June 19–21, 2019. Golovacheva K., Smirnova M. “Towards an Integrative Framework of Consumers’ Digital Competences.” Proceedings of 4th International Conference “Digital Transformation & Global Society” (DTGS 2019), in: Alexandrov D., Boukhanovsky A., Chugunov A., Kabanov Yu., Koltsova O., Musabirov I. (eds.), Springer, pp. 281-291, 2019.
  • International Forum on Knowledge Asset Dynamics 2019 (IFKAD 2019): Knowledge Ecosystems and Growth, Matera, Italy, June 5-7, 2019. Paper: Smirnova M., Golovacheva K. “Knowledge perspective on consumer digital performance research.”
  • 3d International Conference “Digital Transformation & Global Society” (DTGS 2018), St. Petersburg, May 30 - June 2, 2018. Rebiazina V., Shalaeva A., Smirnova M. Proceedings of 3d International Conference “Digital Transformation & Global Society” (DTGS 2018), in: Alexandrov D., Boukhanovsky A., Chugunov A., Kabanov Yu., Koltsova O. (eds.), Springer, pp. 386-401, 2018.
  • IV Aalborg University International Conference - Doctoral colloquium, Aalborg University, Aalborg, Denmark, May 28 – June 1, 2018. Guest speaker.

National (last 5 years):

2d Scientific and Practical Conference “Business. Research. Education.”, Moscow, December 11-12, 2019. Presentation of the research results on digital consumers’ competencies: a round-table discussion.

Courses

  • 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)