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 marketing and particularly in decision-making. 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 unpredictability, responsiveness, creativity and innovation and their impact on firms' international performance. Ekaterina has published in internationally-leading journals, including Journal of International Marketing, International Marketing Review 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; Planning; Adaptation; Born globals

Administrative Roles
Head of PGT Admissions/Examinations
I am involved in teaching of the following modules in 2014/2015:

Essentials of International Marketing (Masters module)
International Marketing (Masters module)


Essentials of International Marketing (N14B46)
International Marketing (N14107)

Details of all modules can be found on MyNottingham

Current Research Activities
My primary research interests lie in the area on international marketing and marketing decision-making (specifically, looking at the decision-making process from a decision theory perspective). In my work, I examine the link between export decision-making (planning and improvisation) and both adaptation and export performance.
I am also interested in cross-cultural research where I investigate marketing decision-making of the companies in the developing countries (China, Russia etc.).

International Collaborations, Organisation & Contributions
2012 - 2012    One of 16 invited experts on the International Consultant Committee, National Research Institute - Higher School of Economic, Moscow, Russia. Remit:Development of new organisational and structural models for the University. Development of the strategy for further internationalisation. Organisation of international Alumni association.

Publications from 2005 to the present day

Journal Articles

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), "Decision theory applied to the export decision-making process: combining planning and improvisation for export success", 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.


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", at 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