Lecturer, School of Management


Dr Nikolaeva is Executive Education Co-Lead and UN PRME Coordinator for the Business School. She also serves on the Peer Review College at the University of St Andrews and on the Business Committee of the General Council. She is a member of the Board of Trustees and Directors of the American University in Bulgaria.

Dr Nikolaeva earned her PhD at Krannert School of Management, Purdue University, USA. Before joining University of St Andrews, she taught at University of Wisconsin Milwaukee, Purdue University, GISMA Business School (Germany), ISCTE – IUL (Portugal), and Nazarbayev University (Kazakhstan). Her research is broadly based in the diffusion cycle of new technologies and markets. She is currently working on institutional and cognitive drivers of adoption and disadoption of technologies and practices, CSR reporting, just transition to net-zero, and popularisation of abduction in management research.

Dr Nikolaeva’s research has been published in outlets such as Journal of the Academy of Marketing Science and Organizational Research Methods. She sits on the Editorial Boards of Journal of the Academy of Marketing Science and Management Decision.