Nottingham University Business School
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Dr Ekaterina Nemkova

Associate Fellow of the HEA (Nottingham), PhD (Loughborough)
Assistant Professor in Marketing

Division: Marketing
Tel: +44 (0) 115 8232350
Location: B75 (North Building, Jubilee Campus)

Ekaterina specializes in International and Cross-cultural marketing. In her work she examines how firms develop international strategies that allow them to enter new markets, win international customers and succeed cross-borders.

Ekaterina is also interested in such constructs as Creativity, Unpredictability and Innovation. Her most recent research is looking into how creative professionals are able to achieve competitive advantage in the Global Platform economy and which differences exist between the approaches applied by the participants from the Global South and the Global North.

Ekaterina has published in internationally-leading journals, including Journal of International Marketing, International Marketing Review, Journal of Business Research and Journal of Business Ethics. Her work has also been presented on a number of international marketing conferences (e.g. EMAC, AMA, ANZMAC, World Marketing Congress).

Research Interests
International marketing; Decision-making; Improvisation; Creativity; Platform economy; Born globals

Administrative Roles
Head of PGT Admissions/Examinations
I am module convenor of the following modules:


Essentials of International Marketing (N14B46)
International Marketing (N14J15)

Details of all modules can be found on MyNottingham

Current Research Activities
My current research interests lie in the area of Global platform economy and more specifically the platforms for creative freelancing professionals (e.g. Upwork, People-per-hour, Platforms extend the geographical reach of freelancers that have traditionally operated locally while at the same time introducing increased precaurity and hyper competition into the global markets for creative work.

In my research I am examining the motivations of creative professionals to join the platforms despite the odds and how they are able to differentiate themselves (achieve competitive advantage) in the digital space.
I am currently supervising the following Research Students:

Patricio Sanchez

Publications from 2005 to the present day

Journal Articles

Hughes P.; Souchon A.; Nemkova E.; Boso N.; Hodgkinson I.; Oliveira J.; Yeboah-Banin A.; Sy-Cahngco J. (2019), "Quadratic effects of dynamic decision-making capability on innovation orientation and performance: evidence from Chinese exporters", Industrial Marketing Management, forthcoming 2019.

Efrat, K; Hughes, P; Nemkova, K; Souchon, A.L; Sy-Changco, J, (2018), "Leveraging of Dynamic export capabilities for competitive advantage and performance consequences: Evidence from China", Journal of Business Research, Vol.84, pp. 114-124.

Kadic-Maglajlic, S.; Arslanagic-Kalajdzic, M.; Michaelidou, N.; Micevski, M.; Nemkova, E. (2017), "Controversial advert perceptions in SNS advertising: the role of ethical judgement and religious commitment", Journal of Business Ethics, Vol.141 (2), 249-265.

Nemkova, E, (2017), "The impact of agility on the market performance of born-global firms: an exploratory study to the 'Tech City' innovation cluster", Journal of Business Research, Vol.80, 257-265.

Banin, A., Boso, N., Hultman, M., Souchon, A.L., Hughes, P. and Nemkova, E. (2016), "Salesperson Improvisation: Antecedents, Performance Outcomes and Boundary Conditions", Industrial Marketing Management, Vol.59, pp. 120-130.

Souchon, A.L. Hughes, P., Farell, A. Nemkova, E. and Oliveira, J. (2016), "Spontaneity and international marketing performance", International Marketing Review, Vol.33 (5), pp. 671-690.

Nemkova, E., Souchon, A.L., Hughes, P. and Micevski, M. (2015), "Does Improvisation Help or Hinder Planning in Determining Export Success? Decision Theory Applied to Exporting", Journal of International Marketing, Vol.23(3), 41-65.

Nemkova, E.; Souchon, A.; Hughes, P. (2012), "Export decision-making orientation: an exploratory study", International Marketing Review, Vol.29 (4), pp. 349-378.


Nemkova E,; Demirel P. 2018, "Understanding sources of competitive advantage on global freelancing platforms: The Case of design professionals", in AMA Global Marketing SIG Conference, Thira, Greece..

Nemkova, E.; Demirel P,; Baines L. 2018, "Who undertakes meaningful work on digital freelancing platforms?"", in European Academy of Management Conference, Reykjavik, Iceland..

Demirel, P.; Nemkova, E. 2017, "Understanding online labour markets: The case of freelancing design professional", in European Academy of Management conference, Glasgow.

Pelet, J,; Nemkova, E,; Boso, N. 2017, "Mobile commerce adoption on tablets in the world: a cross-cultural comparison", in International Conference on Applied Human Factors and Ergonomics, Los Angeles, USA.

Nemkova, E, 2016, "Marketing unpredictability in Born global firms", in European Marketing Academy Conference Regional, Bosnia and Hercegovina.

Hughes, P.; Souchon, A.; Nemkova, E.; Boso, N.; Hultman, M.; Yeboah, A.; Sy-changco, J. 2015, "Quadratic effects of export decision-making on innovation orientation: Evidence from Chinese exporting firms", at Australian and New Zealand Marketing Academy Conference, University of New South Wales, Sydney, Australia..

Nemkova, E.; Souchon, A.; Hughes, P. 2014, "Export decision-making: combining planning and improvisation to enhance performance", in The world marketing congress (AMS), ESEN University, Lima.

Souchon, A.; Boso, N.; Hughes, P.; Nemkova, E.; Hultman, M.; Sy-changco, J.; Yeboah, A. 2014, "Enhancing marketing unpredictability and performance through planning and improvisation Management", at AMA Summer Educators' Conference, San Francisco, USA.

Nemkova, E.; Souchon, A.; Hughes, P. 2011, "Balancing planning and improvisation for export success: from 'Accepted norm' to 'Guilty secret'?", at European Marketing Academy Conference, University of Ljubljana, Slovenia.

Nemkova, E.; Souchon, A. 2010, "Export strategy formation: emergent versus deliberate modes", at Doctoral Colloquium at Academy of Marketing Conference, Coventry University, UK.



Nottingham University Business School

Jubilee Campus

telephone: +44 (0) 115 846 6602
fax: +44 (0) 115 846 6667