Dr. Maria Mikhailovna Smirnova

Dr. Maria Mikhailovna Smirnova ist wissenschaftliche Mitarbeiterin und Habilitandin.


E-Mail: maria.smirnova(at)uni-bamberg.de

Telefon: +49 (0)951 - 863 0

Raum: F21/02.29

Sprechzeiten: nach Vereinbarung

Ansprechpartnerin für

  • Learning Agreements
  • Anrechnungen


  • Introduction to Marketing Intelligence, WS 2023/24 (Vorlesung, Englisch)


  • 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

ORCID: https://orcid.org/0000-0003-2799-9136; Scopus ID: 26028449000; Web of Science Researcher ID: AAH-6982-2021Google Scholar profile


Bisherige berufliche Stationen

  • 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.

Weitere akademische Tätigkeiten

  • 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.

Aus- und Weiterbildung

  • 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)

Articles in international peer reviewed journals

Muravskii, D., Smirnova, M., Muravskaia, S. (2021). Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge. International Journal of Advertising. DOI 10.1080/02650487.2021.2003668

Smirnova, M. (2020). Managing business and social network relationships in Russia: The role of relational capabilities, institutional support and dysfunctional competition. Industrial Marketing Management, 89, 340-354. DOI 10.1016/j.indmarman.2020.02.008

Malchenko, Y., Gogua, M., Golovacheva, K., Smirnova, M., Aррlkanova, O. (2020). A critical review of digital capability frameworks: a consumer perspective. Digital Policy, Regulation and Governance, 22(4): 269-288. DOI 10.1108/DPRG-02-2020-0028

Rebiazina, V.A., Smirnova, M., Daviy, A. (2020). E-commerce adoption in Russia: Market- and store-level perspectives. Russian Management Journal, 18(1), 5-28. DOI: 10.21638/spbu18.2020.101

Ashnai, B., Smirnova, M., Henneberg, S., Naudé, P. (2019). Dyadic operationalization in business relationships: The empirical example of marketing-purchasing collaboration, Journal of Business-to-Business Marketing, 26(1), 19-42. DOI: 10.1080/1051712X.2019.1565134

Gulakova, O., Rebiazina, V., Smirnova, M. (2019). Customer orientation of B2B firms in emerging markets: Evidence from Russia. Russian Management Journal, 17(1), 71-96. DOI: 10.21638/spbu18.2019.104

Smirnova, M., Rebiazina, V., Khomich, S. (2018). When does innovation collaboration pay off? The role of relational learning and the timing of collaboration", Industrial Marketing Management, 74, 126-137. DOI: 10.1016/j.indmarman.2017.11.001

Smirnova, M., Rebiazina, V., Froesen, J. (2018). Customer orientation as a multidimensional construct: Evidence form the Russian Markets, Journal of Business Research, 86, 457-467. DOI: 10.1016/j.jbusres.2017.10.040

Podmetina, D., Volchek, D., Smirnova, M. (2015). The relationship between innovation and internationalization in turbulent environment. International Journal of Technology Marketing, 10(3), 326-341. DOI: 10.1504/IJTMKT.2015.070648

Smirnova, M., Rebiazina, V., Moreva, I. (2014). Transforming Industry Landscape in Response to the Transition of the Economy – The Case of the Russian Bakery Industry. TRŽIŠTE / MARKET, 26 (1), 23-44. ISSN 03534790

Podmetina, D., Smirnova, M. (2013). R&D cooperation with external partners and implementing open innovation. Journal of Innovation Management, 1(2), 103-124. DOI: 10.24840/2183-0606_001.002_0008

Smirnova, M., Podmetina, D., Vaatanen, J., Torkelli, M. (2012). Collaborative Approaches to New Product Development: Case of Russia. International Journal of Entrepreneurship and Innovation Management, 15(1/2), 91-107. DOI: 10.1504/IJEIM.2012.044078

Podmetina, D., Vaatanen, J., Torkkeli, M., Smirnova, M. (2011). Open innovation in Russian firms: An Empirical Investigation of Technology Commercialisation and Acquisition // International Journal of Business Innovation and Research, 5 (3), 298-317. DOI: 10.2753/MTP1069-6679190208

Hoffmann, S., Mai, R., Smirnova, M. (2011). Development and Validation of a Cross-nationally Stable Scale of Consumer Animosity. Journal of Marketing Theory and Practice, 19(2), 235-251. DOI: 10.2753/MTP1069-6679190208

Smirnova, M., Naudé, P., Henneberg, S., Mouzas, S., Kouchtch, S. (2011). The impact of market orientation on the development of relational capabilities and performance outcomes: The case of Russian industrial firms. Industrial Marketing Management, 40(1), 44-53. DOI: 10.1016/j.indmarman.2010.09.009

Smirnova, M., Henneberg, S., Ashnai, B., Naudé, P., Mouzas, S. (2011). Understanding the role of marketing - purchasing collaboration in industrial markets: the case of Russia. Industrial Marketing Management, 40(1), 54-64. DOI: 10.1016/j.indmarman.2010.09.009

Podmetina, D., Smirnova, M., Vaatanen, J. (2010). Alueellinen innovaatiokyky ja innovaatiotuotantoVenäjällä. Idäntutkimus (The Finnish Review of East European Studies), 1, 42-54.

Lintukangas, K., Smirnova, M., Jumpponen, J., Panfilii, V., Virolainen, M.V. (2010). The Status of Purchasing and Supply Management in Finland and Russia. Journal of Purchasing and Supply Management, 16(3), 185-194. DOI: 10.1016/j.pursup.2009.12.008

Smirnova, M., Podmetina, D., Vaatanen, J., Kouchtch, S. (2009). Key Stakeholders Interaction as a Factor of Product Innovation: the case of Russia. International Journal of Technology Marketing, 4(2/3), 230-247. DOI: 10.1504/IJTMKT.2009.026872.

Ashnai, B., Smirnova, M., Kouchtch, S., Barnes, B., Naudé, P. (2009). Assessing relationship quality in four business-to-business markets. Marketing Intelligence and Planning, 27 (1), 86-102. The paper was selected as the best paper published in Marketing Intelligence and Planning in 2010 by Emerald.

Podmetina, D., Smirnova, M., Vaatanen, J., Torkkeli, M. (2009). Innovativeness and International Operations: Case of Russia R&D Companies. International Journal of Innovation Management, 13(2), 295-317. DOI: 10.1108/02634500910928353