Marina Sheresheva

Marina Sheresheva
Lomonosov Moscow State University | MSU · Research Center for Network Economy at the Faculty of Economics

Prof. Dr.
Full professor, Director of the Research Center for Network Economy, Head of the Laboratory for Institutional Analysis

About

113
Publications
50,075
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432
Citations
Citations since 2017
77 Research Items
389 Citations
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Introduction
Current research interests: marketing, management, inter-organizational networks, business ecosystems, sustainable development, tourism, experience economy, BRICS
Additional affiliations
February 2008 - October 2013
National Research University Higher School of Economics
Position
  • Professor, Vice-Dean

Publications

Publications (113)
Article
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Tourism industry is one of the most striking examples of the COVID-19 pandemic impact on population and economy. In the previous decade the global and Russian tourism industry demonstrated sustainable development, while in 2020, due to the pandemic consequences the situation in the industry turned out to be on the brick of disaster. The most acute...
Article
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This paper discusses the issues of industrial cluster analysis. Initially, the authors explore theoretical approaches to understanding the clusters phenomenon and their identification and analysis. Looking at industrial clusters as network structures connected by various forms of interaction between members, such as ownership linkages, transactions...
Article
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The study presented in the paper aims to analyze the Russian print media market before and during the COVID-19 pandemic, as well as the prospects of local media transformation in the challenging environment. In the pre-pandemic decade, there was a growing body of literature on media convergence in emerging markets confirming that this concept is gr...
Article
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Given a changing global context, there is a need to understand if sports mega-events that are now often hosted by the BRICS countries can serve as a tool to improve their international perception as attractive tourist destinations. The study presented in the paper analyzes the perception of Russia and host cities of the 2018 FIFA World Cup by visit...
Book
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Учебное пособие «Драйверы и барьеры участия потребителей в экономике совместного потребления: маркетинговый подход» — первое в России учебное издание, в котором систематизированы теоретические воззрения и результаты эмпирических исследований зарубежных и российских авторов, изучающих феномен экономики совместного потребления. Обсуждается целый ряд...
Conference Paper
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Family businesses are a significant part of the world economy. This type of business has already become an essential source of employment, and its economic relevance affects more than half of the national GDP of many economies around the world. This article's primary purpose is to present evidence related to students' willingness to integrate their...
Article
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This paper discusses the results of a study aimed at gaining a deeper understanding of how the COVID-19 pandemic has changed the Russian tourism market and how local tourism enterprises respond to challenges caused by the COVID-19 pandemic. Summarizing their experience of doing business in crisis conditions can allow a more efficient response to si...
Article
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In the context of globalized processes, the importance of the sustainable development concept in solving the problems of local tourism systems development is growing. Unprecedented challenges caused by the COVID-19 crisis in the tourism sector, on the one hand, questioned the possibility of fulfilling the Sustainable Development Goals (SDGs) and th...
Chapter
The sharing economy phenomenon has become one of the main trends that influence customer behavior in many markets. The emergence of online service platforms allows individuals and businesses to share their unused or underutilized resources efficiently and expand the locus of value creation through platform ecosystems. The analysis shows that Russia...
Article
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The article attempts to analyze the use of media viruses (Internet memes) during the 2016 campaign of Donald Trump. For this we consider theoretical approaches to understanding the phenomenon of media viruses, as well as the advantages and risks of using Internet memes as a specific communication tool in a digital environment. Internet memes act as...
Book
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Курс лекций «Формы сетевого взаимодействия компаний» — первое в России учебное издание, в котором комплексно и системно излагаются основные проблемы, возникающие в процессе формирования и развития межфирменных сетей.
Article
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. The paper assesses sustainable development dynamic aspects in territorial management. The relevance of the work is determined by the importance of territorial management based on the principles of sustainable development and the need to scrutinize the socio-environmental and economic potential of the territories in order to create conditions for...
Article
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In the first two decades of the XXI century, the tourism industry was one of the largest and fastest-growing sectors of the world economy, but 2020 was a disastrous year for market participants. The article examines the main trends in the global tourism industry on the eve of the COVID-19 pandemic, as well as the dramatic changes caused by the clos...
Article
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The purpose of the study presented in the paper is to highlight the influence of the microeconomic factors related to the evolutionary stage of the industry’s life cycle on the industry dynamics. The authors use the example of the Russian tourism industry to show that microeconomic factors are important, along with the macroeconomic, market, and de...
Article
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In the previous decade, the Russian tourism industry has shown steady development. But in 2020, due to the consequences of the COVID-19 pandemic, the situation is close to disaster. It is necessary to provide not only urgent support for industry actors but also the conditions for the successful resumption of their activities in the long term. The p...
Article
Active tourism development in Suzdal – world-famous town-museum and UNESCO Heritage site in Vladimir region, Russia – forms the growing pressure on its heritage and the local community. The tourist flows, extremely uneven both in time and space, cause overcrowding and substantial discontent of the local residents. The research discusses the ways of...
Book
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In the beginning of 21st century many jobs have already been displaced by the automation and the artificial intellect. Many others are going to be displaced, due to the corporative plans for higher profits with less human resources. Variety of films about Detroit city describe the consequences from these on-going changes. The only cell, which treat...
Chapter
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The article presents the results of desk research and a case study on the importance of digitalization in hospitality. The authors highlight five stages of the hospitality industry evolution in terms of digital transformation, discuss the role of digital platforms in the hospitality business, and present the results of the hotel business operations...
Presentation
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BRICS Journal of Economics is a peer-reviewed, open-access journal, covering key economic issues of middle-income developing countries, primarily BRICS countries. The journal objectives are to expand knowledge on contemporary economic trends in BRICS countries, to publish original research papers that present outcomes of initiatives and findings ac...
Conference Paper
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This study addresses consumers' decision-making process of online-communities participants in the Russian perfumery market through determining important criteria and exploring the role of internet-influencers. The special attention is paid to the impact of community opinion leaders, community members, and non-members reviews on consumer preferences...
Article
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The group of older consumers is gradually increasing in the structure of the world consumer market. The companies that have discerned the huge potential in this segment often achieve better results and in some cases become market leaders. It proves that in order to achieve sustainable competitiveness it is necessary to study the category of aged co...
Article
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Berezka S.M., Sheresheva M.Y. 2019. Neurophysiological methods to study consumer perceptions of television advertising content. Vestnik of Saint Petersburg University. Management 18 (2): 175–203. https://doi.org/10.21638/11701/spbu08.2019.202 The paper presents the results of neuromarketing research based on the use of neurophysiological and surve...
Conference Paper
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This research was conducted as a part of the NeuroBarometer project. Research purpose Event-related potentials (ERPs) are patterned voltage changes in electrical brain activity that occur in response to a particular event (e.g., visual stimulus). Acknowledgements To learn about consumer perceptions during brand mascot recognition by measuring brain...
Article
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The article is devoted to the creation of Russian small cities’ tourist product. The model of consumer behavior with respect to tourism products and the concept of tourist product value for consumer are considered; the necessity to form complex value propositions for target audiences segmented by their needs is substantiated. The offer of small cit...
Conference Paper
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The research aims to develop a valid method for objective indicators recording in real time for assessing the degree of text comprehension in commercials. Neuromarketing approach is used, since there is now broad understanding that objective psychophysiological indicators could be useful for the estimation of consumers' attention in reading and wat...
Article
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Статья посвящена вопросу создания туристского продукта малых городов в России. Рассмотрена модель потребительского поведения в отношении туристских продуктов и понятие потребительской ценности туристского продукта; обоснована необходимость формирования комплексных предложений ценности для целевых аудиторий, сегментированных на основе потребностей....
Article
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The article presents some theoretical elements of a new understanding about the role of the young people for the initiation of intergenerational family business. It is expected these new elements to be the mainstay of some further international scientific research on the development of small family business through intergenerational linkages and se...
Article
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The article presents some theoretical elements of a new understanding about the role of the young people for the initiation of intergenerational family business. It is expected these new elements to be the mainstay of some further international scientific research on the development of small family business through intergenerational linkages and se...
Article
Purpose This paper aims to review recent developments in the Russian tourism and hospitality market and to underline Russia’s strong tourism prospects - despite the challenges it has to face. Design/methodology/approach The study sets the scene for the theme issue (that draws from both academia and industry) by discussing the challenges facing t...
Article
Purpose This paper explains the development of the Siberian Trakt (Siberian Way) project and discusses methodological, instrumental and technological questions related to its implementation. The paper also explores its ability to form a collaborative tourism network that boosts tourism development in the unique Siberian regions of Russia located i...
Article
Purpose This paper aims to review the contributions made to the strategic question about the challenges and opportunities driving the Russian tourism and hospitality market as it becomes more diverse with new destinations. Design/methodology/approach Based on the strategic question, a brief analysis of each contribution was carried out to identi...
Article
Purpose Profiles the WHATT theme issue ’Why is the Russian tourism and hospitality market becoming more diverse with new destinations?’ with reference to the experiences of the theme editor and writing team. Design/methodology/approach Uses structured questions to enable the theme editor to reflect on the rationale for the theme issue question,...
Article
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Purpose This study aims to investigate recent changes in the strategies of international hotel chains in the Russian market, as well as their role in the sustainable development of small and medium towns as prospective local tourism destinations. Design/methodology/approach General observation of the local environment, statistical analysis and a...
Article
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The paper focuses on the diversification of single-industry towns’ economy and identifies the role of networking in this process. The author presents preliminary results of the Russian Science Foundation project "Sustainable development of the territorial economy through networking of small cities and district centers". The goal of the project is t...
Article
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Objectives The aim of the study is to develop a methodology for networking between small towns and regional centres on the basis of developing areas of mutual benefit. It is important to assess the possibility of cooperation between small towns and regional centres and local selfgovernment bodies on the example of individual territorial entities of...
Article
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Статья посвящена рассмотрению возможностей маркетинга малых городов и их объединений как фактора устойчивого развития территории. Особое внимание уделено изучению потенциала рассматриваемых субъектов Российской Федерации, охарактеризовано состояние экономики малых городов, предложены направления ее диверсификации. Авторами сделан вывод о возможност...
Conference Paper
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Russia belongs to countries with an old population. As of 1 January 2017, the number of people over the working age is 36.7 million people or 24.99% of the total population of Russia, almost one in four were older than the working age. In the light of the current situation, the Strategy of action for the interests of citizens of the senior generati...
Article
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Nowadays the rural economy diversification is one of the main rural development strategies in foreign countries. The diversification of rural economy is also suggested in Russia to solve such challenges as rural employment, the increase of living standards, rational use of rural resource. The authors emphasize that potential of small towns is a new...
Conference Paper
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Small cities are important members of regional ecosystems. The degree of their development largely determines sustainable development of Russian regions. However, at present there is no integrated approach to the sustainable development of small towns, based on their resource potential and the possibilities of their networking. In particular, it is...
Article
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Currently scientists are mainly involved in the research of various aspects of contemporary urbanization and globalization processes of the world economy with a particular interest to a rapid growth of information technology and the formation of post-industrial society. This fact has reduced the interest of researchers to a number of important aspe...
Article
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The paper addresses networking as a basis for cooperation of small cities leading to more sustainable regional development at the city, regional, and federal level. It is shown that networking of cities can contribute to increasing sustainability in many ways. Still, additional research is needed to adjust best management practices discussed in the...
Article
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The article discusses issues related to the effectiveness of strategic planning for the development of small citiesand municipal district centers on the base of the network coordination mechanism. The relevance of the topic is related to the insufficient effectiveness of existing approaches to municipal development planning, and the need to search...
Article
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The article explores the prospects for combining benefits of active and educational tourism with the aim to create an attractive tourism product, especially for young people. The example of Vladimir region and Perm Krai shows that the synergy of active and educational tourism makes it possible to open new opportunities for the development of small...
Article
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The paper discusses issues related to the institutional environment as a factor which shapes the investment climate in Russian towns. Despite the significant positive results achieved in the last five years (2012-2017) in the course of reforms of the investment climate at the Federal and regional levels, the investment attractiveness of many small...
Article
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The paper discusses the results of the consumer behavior survey conducted in the research project “Social and economic activity of the mature age people (50+): needs, satisfaction, consumer behavior models, interaction with business and authorities”. The findings confirm that creation of products and services for the older age cohorts must take int...
Presentation
Full-text available
The purpose of this paper is to provide a better understanding of the tourism cluster initiatives in Russia. The paper sheds light on the key trends, challenges, and opportunities of cluster development in the Russian tourism market. Case study method is used to unveil the prospects of the Altai tourism cluster. It is characterized by unique natura...
Conference Paper
Full-text available
The purpose of this paper is to provide a better understanding of the tourism cluster initiatives in Russia. The paper sheds light on the key trends, challenges, and opportunities of cluster development in the Russian tourism market. Case study method is used to unveil the prospects of the Altai tourism cluster. It is characterized by unique natura...
Article
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Статья посвящена выявлению особенностей формирования маркетингового комплекса компаниями АПК России. Авторы описывают результаты качественного исследования, во время которого были определены основные направления для внедрения в предприятия АПК России: создание брендов, построение взаимоотношений с клиентами, использование социальных сетей и стимули...
Article
Full-text available
The article explores the prospects for combining benefits of active and educational tourism with the aim to create an attractive tourist product, especially for young people. The example of the Vladimir region and the Perm Krai shows that the synergy of active and educational tourism makes it possible to open new opportunities for the development o...
Article
Full-text available
Introduction. The paper considers the issues of assessment of life quality in urban areas of small towns and district centers. Aims. The paper is aimed to assess the life quality of the population in small cities in terms of the basic indicators of availability and quality of medical assistance and sanatorium-resort capacity in these areas designed...
Article
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В статье представлены результаты пилотного исследования, имевшего целью получить предварительные данные для сравнительного анализа потребительского поведения россиян возрастной категории 50+, проживающих в мегаполисах и малых городах России. На основе полученных эмпирических данных проанализировано потребительское поведение старших возрастных когор...
Article
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Objectives. The aim of the study is to develop the characteristics of the institutional environment to ensure the sustainable development of regions.Methods. Research methods comprise the system analysis, socio- economic modelling and forecasting. The method of graphic images is used in order to visualise the analytical data and the results.Results...
Article
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The article presents the foreign experience of cluster policy that may be success-fully adapted for Russia. In addition, a number of interesting examples of cluster development of textile production in Russian regions are considered. The need to analyze and implement successful foreign experience as a basis for efficient state industrial policy is...
Article
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Differences in national cultures and unique cultural heritage are among the main drivers of international tourism de- velopment. There is faster growth and more noticeable specialization in this segment of the tourism market. In recent years, there is increased attention to the role of event tourism as an efficient way to engage elements of intangi...
Article
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Purpose This study aims to profile the Worldwide Hospitality and Tourism Themes (WHATT) issue “What are the main trends, challenges and success factors in the Russian hospitality and tourism market in the experience economy era?” with reference to the experiences of the theme editors, contributors from industry and academia and the theme issue out...
Article
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Purpose This paper aims to discuss the main trends, opportunities, challenges and success factors in the Russian hospitality and tourism market. Design/methodology/approach The study sets the tone for the theme by evaluating the overall economic situation in Russia and the prospects of the tourism and hospitality market by taking into account the...
Article
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Purpose This paper aims to analyze developments in the Russian hospitality sector and present the results of qualitative research conducted at the Faculty of Economics, Lomonosov Moscow State University, in 2014-2015. Design/methodology/approach This paper offers a general observation of the local environment and comparative analysis, and statis...
Article
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Purpose This paper aims to review contributions made to the strategic question about the main trends, opportunities, challenges and success factors in the Russian hospitality and tourism market in the experience economy era. Design/methodology/approach Based on the strategic question, a critical analysis of each contribution was carried out to ide...
Conference Paper
Full-text available
In recent years, there is a growing interest of academics and practitioners in applying neuromarketing tools to identify consumer perceptions and preferences. The paper aims to unveil implicit consumer perceptions of fragrance in the blind tasting, and to compare the results with consumer expectations caused by commercials of perfume. Combined use...
Presentation
Full-text available
The article examines how neuroscience tools can be used to improve movie quality at different stages of film production and promotion. The main methods of neuroscience and their applicability in the film industry are discussed. В статье анализируется использование нейроисследований как инструмента повышения качества кинопродукта на различных этапах...
Conference Paper
Full-text available
В статье анализируется использование нейроисследований как инструмента повышения качества кинопродукта на различных этапах производства и продвижения фильма. Обсуждаются основные методы нейроисследований и их применение в киноиндустрии. The article examines how neuroscience tools can be used to improve movie quality at different stages of film prod...
Conference Paper
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The current study adds to the literature on value perceptions and customer loyalty in emerging markets by exploring customer perceptions of service quality in luxury hotels and identification of factors influencing luxury hotels customer loyalty in Russia.The findings confirm that the importance of luxury hotel attributes differ for local and forei...
Article
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The paper analyses methodological features and results of the first Russian oil and gas companies environmental rating. This rating is relevant because Russian oil and gas industry plays a key role in the national economy and at the same time it is unfavorable and nontransparent from an environmental point of view. Our study aims to provide a compa...
Conference Paper
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Changes in the global services sector led to the rapid growth of cinema chains worldwide. This is caused by changes in the global services sector. A substantial growth in number and scope of cinema chains is expected in the next decades, especially on the emerging markets. This paper sheds light on the development of cinema chains in Russia. A brie...
Conference Paper
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The paper aims to unveil the prospects neuromarketing tools as a means to measure the impact of audiovisual content and thus to find ways to improve audiovisual commercials in FMCG sector. Drawing from literature on neuromarketing, this study identifies criteria of commercial performance as a catalyst for the decision making process.
Article
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Purpose – This paper aims to document and analyze the development of Russian print advertising at the turn of the Communist era. It provides an overview of Russian print advertising in 1917 as compared with the previous decades of the “Russian economic miracle”. Design/methodology/approach – This study uses a historical method based on archival re...