Ralitza Nikolaeva
Assistant Professor, Marketing

Ph.D., Management (Marketing Concentration), Purdue University
B.A., Dual major in Business Administration and Journalism and Mass Communication, American University in Bulgaria

Dr. Nikolaeva specializes in utilizing quantitative methodology to model problems of managerial significance. She enjoys the challenge of assembling data from different sources to empirically test the models. Her current focus is on the development of the Internet as a new marketing channel and its impact on business practices. She examines evolutionary issues in e-commerce and their strategic implications. Another area of interest is modeling the effect of personalization technology on the consumer decision process.  Dr. Nikolaeva’s scholarly research has appeared in the Journal of the Academy of Marketing Science, International Journal of Electronic Commerce, International Journal of Retail and Distribution Management.  She has presented her research at national and international conferences organized by the Institute for Operations Research and Management Science (INFORMS), the European Marketing Academy (EMAC), and the European Association of Research in Industrial Economics (EARIE).

Dr. Nikolaeva is a member of INFORMS.  She serves as an associated reviewer for Electronic Markets – The International Journal and ad hoc referee for International Journal of Electronic Commerce and International Journal of Internet and Enterprise Management.