Elena Panteleeva

Associate Professor:Graduate School of Business / Department of Marketing
Programme Academic Supervisor:Marketing Management

Elena Panteleeva has been at HSE University since 1994.

Education and Degrees

2011
Candidate of Sciences* (PhD)
State University of Management
1998
Master's
HSE University
1998
Degree
Tsiolkovskiy Moscow Aviation Institute of Technology
1996
Degree
Tsiolkovskiy Moscow State Aviation Institute of Technology
Master's
HSE University

* Candidate of Sciences
According to the International Standard Classification of Education (ISCED) 2011, Candidate of Sciences belongs to ISCED level 8 - "doctoral or equivalent", together with PhD, DPhil, D.Lit, D.Sc, LL.D, Doctorate or similar. Candidate of Sciences allows its holders to reach the level of the Associate Professor.

Internal Marketing, Customer-centic company, Corporate branding, Customer experience management, Customer satisfaction and loyalty

Awards and Accomplishments

Best Teacher – 2014

Student Term / Thesis Papers

Bachelor
I. Zaitceva, Developing a Promotion Strategy for the Tequila Product Category on the Russian Market. Graduate School of Business, 2021
A. Aksenova, Building a Lamoda Brand Community Based on Consumer Motives by Adapting Engagement Instruments of International Companies. Graduate School of Business, 2021
K. Mishuk, Prototyping of the student community. Graduate School of Business, 2020
S. Martikhina, The Research of Centennial's Customer Experience in the Field of Park Entertainment on the Example of VDNH. Graduate School of Business, 2019
T. Rapava, The Ways of Enhancing Customer Loyalty in Insurance Industry. Graduate School of Business, 2016
V. Borisevich, Customer experience management. Faculty of Management, 2014
A. E`l`yasheva, Managing customer loyalty in hotel industry. Faculty of Management, 2014
Master
V. Abakumenko, Impact of Brand Experience on Customer Loyalty in the Automotive Industry in Russia. Graduate School of Business, 2021
I. Soshenko, Impact of Customer Behavior of Generation Z on Its Loyalty in the Category of Sportswear. Graduate School of Business, 2021
M. Nikonova, The Impact of Emotional Branding on Consumer Behaviour in Online Fashion-retail. Graduate School of Business, 2021
A. Shanskaya, Advantages of Digital vs Traditional Communication Instruments of Global Luxury Beauty Brands in Emerging Foreign Markets Exemplified by Christian Dior and Chanel in Russia and China. Faculty of World Economy and International Affairs, 2021
A. Migeeva, Impact of the COVID-19 Pandemic on the Tourism Industry in Russia. Graduate School of Business, 2021
V. Tolstenko, Creation of Value for Partners and Consumers of the Regional Online Supermarket of the "Drogerie" Format. Graduate School of Business, 2021
A. Musina, Design of Customer Experience in Offline Fashion Retail Exemplified by Own Retail of Tommy Hilfiger. Graduate School of Business, 2021
E. Pritula, Customer Experience in Retailing and its Measurement: Program for Improving and Measuring Customer Experience by the Case of Online-Retailer of DIY Goods. Graduate School of Business, 2021
C. Chen, Factors Influencing Consumers’ Perception and Their Readiness of Using an AI Chatbot for Customer Service in E-commerce on Russian Market. Graduate School of Business, 2021
V. Pupenina, Multi- and Omni-Channel Interaction with Customers: Study of Consumer Behavior in the Cosmetics Market. Graduate School of Business, 2021
A. Fomina, Design of Digital Customer Experience for Healthcare Practitioners: Case of Sanofi. Graduate School of Business, 2021
Y. Bidenkova, Internal marketing mechanisms for reducing line staff turnover in retail companies. Graduate School of Business, 2020
A. Korneev, Influence of Reference Groups on Brand Experience and Customer Loyalty in the Smartphone Market. Graduate School of Business, 2020
A. Smyshliaeva, Designing Consumer Values in the FMCG Market in Terms of Sustainability Development. Graduate School of Business, 2020
A. Nurdinova, Fashion Retailer Brand Experience: Example of Lamoda. Graduate School of Business, 2020
A. Dmitrova, The Impact of Packaging Redesign on Consumer Choice in FMCG as an Example of the Category of Sponges and Wipes. Graduate School of Business, 2020
E. Kurochkina, Factors of Consumer's Choice in the Category of Impulse Demand (in the Case of FMCG Company). Graduate School of Business, 2020
A. Shcherbakova, Specific Features of Brand Experience of Generations Y and Z: the Case of Nescafe. Graduate School of Business, 2020
A. Cecal, External Employer Brand Creation for Professional Services Companies on the Example of "Nielsen". Graduate School of Business, 2020
A. Ezhov, Customer experience management in retail (and delivery) on a pre-sale communication stage. Graduate School of Business, 2020
D. Polyakova, An image of the Employer Brand of Retailers as a Factor in Attracting Potential Employees.. Graduate School of Business, 2020
U. Kolokolnikova, Identification of factors affecning the satisfaction of visitors to the shopping center. Graduate School of Business, 2020
A. Lobanova, Control of Customer Experience in Wine Boutiques. Graduate School of Business, 2020
N. Zheludkova, Improving the consumer experience of users of product delivery services. Graduate School of Business, 2020
D. Khramchenkov, The Transition from Product Selling to Solution Selling in Non-food Retail. Graduate School of Business, 2019
B. Linecker, The Impact of Consumer Ethnocentrism and Animosity on Purchase Intention: Тhe Case of American and European FMCG Products in Russiа. Graduate School of Business, 2019
E. Bakhirkina, Generation Y's Customer Experience of their Loyalty to the Fashion Retailer LaModa. Graduate School of Business, 2019
A. Danilova, Customer Experience Management in Fashion Retail. The Farfetch UK Limited case.. Graduate School of Business, 2019
L. Machina, Sales Strategy Development for an Innovative Product. Graduate School of Business, 2019
A. Popova, Identifying Drivers of Purchase Intention in E-commerce on the Example of the Online Grocery Market in Russia. Graduate School of Business, 2019
E. Smirnova, Specific Features of Brand Reinforcement and Revitalizing Strategies in International Tourism Industry by the Example of Club Med. Faculty of World Economy and International Affairs, 2019
D. Volkova, Brand positioning in retail banking: identifying gaps between brand positioning and brand perception. Graduate School of Business, 2019
Y. Chien, Improvement of Customer Experience in Tea Industry: the Case of TWG Tea Company in Taiwanese Market. Graduate School of Business, 2019
S. Karina, Identifying Factors that Influence the Choice of Premium FMCG Products at Points of Sale. Graduate School of Business, 2019
D. Cravero, The Necessity and Outcomes of Brand Portfolio Optimization of FMCG Companies While Entering Different Foreign Markets: the Case of Fater Home and Laundry Segment in Russia. Faculty of World Economy and International Affairs, 2019
A. Sergeeva, Peculiarities of Customer Experience Management of a Global Retail Company in Different Countries: the Case of IKEA in Sweden and Russia. Faculty of World Economy and International Affairs, 2019
K. Akhsanova, Designing a Model of an “Ideal” Customer Experience on the Example of the Premium Beauty Salon “Shangri La”. Graduate School of Business, 2018
V. Melnik, The Influence of Local Markets Specifics on Marketing Strategies of International FMCG Companies: the Case of Mars Company in Russia. Faculty of World Economy and International Affairs, 2018
E. Popova, The Study of the Process of Potential Employer Selection: an Application of CJM Technique. Graduate School of Business, 2018
A. Alexander, The Role of Glocalization in the Perception of International Service Companies’ Customer Experience: An American Perception of Uber Abroad. Faculty of World Economy and International Affairs, 2018
N. Vedina, Impact of Internal Marketing Instruments on Engagement of Millennial Employees: Case of JSC Colgate-Palmolive. Graduate School of Business, 2018
A. Filippova, Identification of Gaps in the Perception of Factors Affecting Customer Experience by Employees and Guests of the Hotel. Graduate School of Business, 2018
A. Sutolkina, The Shift from Multichannel to Omnichannel Marketing Strategy for International Companies: the Case of Adidas. Faculty of World Economy and International Affairs, 2018
O. Pronina, A Study of Brand Enagagement via Social Media: the Case of a Hotel. Graduate School of Business, 2018
I. Stepanov, Customer Experience Measurement in Online Education. Graduate School of Business, 2018
E. Veber, The Impact of Brand Emotionality on Customer Behaviour in Face Care Category. Graduate School of Business, 2018
D. Krayushenko, Identification of Drivers and Barries to Purchase Product of Social Entrepreneurship. Graduate School of Business, 2018
V. Akkalaeva, Applicability of Decision-Oriented Approach in Global Marketing Strategy to Technology Born-Globals. Faculty of World Economy and International Affairs, 2017
Z. Iusipova, The Standardization-Adaptation Dilemma of Marketing Strategy of International Fashion Retailers in Russia. Faculty of World Economy and International Affairs, 2017
O. Frolova, Building Employee Engagement Using Internal Marketing Instruments: the Case of Hotel Industry. Graduate School of Business, 2017
M. Kravchenko, The Enhancement of Customer Engagement with Global Coffeehouses’ Brands through Social Media Marketing in the Context of Starbucks’ Practices in the United States of America and Russia. Faculty of World Economy and International Affairs, 2017
K. Udovitskaia, Factors Influencing Customer Loyalty for Global and Domestic E-Retailers in Russia. Faculty of World Economy and International Affairs, 2017
O. Gutnikova, Identification of Factors Affecting Millennial's Purchase Behaviour in Make-up Industry. Graduate School of Business, 2017
D. Baybuza, The Global Luxury Brands' Dilemmas in Marketing Strategies on International Markets: the Case of Tiffany & Co Company. Faculty of World Economy and International Affairs, 2017
E. Selezneva, Relationship between Standardization and Adaptation Marketing Strategies of Cosmetics Retailers in the European Market: the Case of Natura Siberica Company. Faculty of World Economy and International Affairs, 2017
C. Verdiani, Factors Influencing Millennials' Purchase Decision within Global Premium Beauty Brands: the Case of Estée Lauder. Faculty of World Economy and International Affairs, 2017
I. Meteleva, Evaluation of Customer-Centric Approach in FMCG. Graduate School of Business, 2017
N. Polkovnikova, Factors Affecting Guest Satisfaction in Hospitality Industry: the Case of Short-term Rentals. Graduate School of Business, 2016
A. Eliasheva, Digital Technologies in Managing Guests Experience in Hostels. Graduate School of Business, 2016
K. Zorina, Creating Personalized Customers Experience in B2B Market of IT Services. Graduate School of Business, 2016
D. Nesmeianova, The Study of the Guest Experience in Hostels of Moscow. Graduate School of Business, 2016
E. Akimova, The Influence of Customer Experience on Customer Loyalty in Retailing (the Case of Zara Fashion Brand). Graduate School of Business, 2016
E. Kapshienko, The Study of an Impact of the Bank Image on Customer Loyalty. Graduate School of Business, 2016
P. Verin, An Introduction of Elements of Internal Marketing: the Case of Consulting Company. Graduate School of Business, 2016
T. Malakhova, The Influence of Customer Experience on Clients Loyalty in the Hotel Industry. Graduate School of Business, 2016
F. Shamiryan, The influence of Customer Experience on Customer Loyalty in e-retail. Faculty of Management, 2014
M. Pugaeva, The indexes of the student satisfaction and their application to the ranking of universities. Faculty of Management, 2014
K. Melixova, Estimation of employee satisfaction as the factor of customers satisfaction and company profitability. Faculty of Management, 2014
A. Bebex, The mechanisms of building and supporting customers' brand loyalty in the hospitality industry. Faculty of Management, 2014
A. Arisova, Brand Image of a City: An analysis of its Impact on Tourists' Behavior. Faculty of Management, 2014
K. Melixova, Estimation of employee satisfaction as the factor of customers satisfaction and company profitability. Faculty of Management, 2014
L. Arapova, Destination image: its components and relation with tourism-economic indexes. The case of Russia.. Faculty of Management, 2014
O. Terexina, Corporate Brand Management in Tour Operators Industry: the Case of KMP Group. Faculty of Management, 2014
E. Solov`eva, Marketing content of Rosbank crowdsourcing platform. Faculty of Management, 2014

Full list of of student term / thesis papers

Dissertation for a degree of Candidate of Science

2011

E. Panteleeva Методические основы построения системы управления внутренним маркетингом в российских компаниях

Publications²¹

Book Ойнер О. К., Липсиц И. В., Пантелеева Е. К., Рожков К. Л., Рожков А. Г., Латышова Л. С., Карпова С. В., Фирсова И. А. Клиентоориентированность: исследования, стратегии, технологии : монография / Под общ. ред.: О. К. Ойнер, И. В. Липсиц, Л. С. Латышова. М. : ИНФРА-М, 2020. doi
Chapter Пантелеева Е. К. Формирование лояльности посредством потребительского опыта // В кн.: Клиентоориентированность: исследования, стратегии, технологии : монография / Под общ. ред.: О. К. Ойнер, И. В. Липсиц, Л. С. Латышова. М. : ИНФРА-М, 2020. doi Гл. 7. С. 158-180. doi
Article Ойнер О. К., Пантелеева Е. К. Признаки клиентоориентированного подхода к управлению FMCG- компанией на российском рынке // Управленец. 2019. Т. 10. № 2. С. 11-20. doi
Book Липсиц И. В., Ойнер О. К., Заздравных А. В., Казаков С. П., Пантелеева Е. К., Латышова Л. С., Полынская Г. А. Маркетинг-менеджмент : учебник и практикум для бакалавриата и магистратуры / Под общ. ред.: И. В. Липсиц, О. К. Ойнер; науч. ред.: О. К. Ойнер, И. В. Липсиц. М. : Юрайт, 2018.
Chapter Пантелеева Е. К. Ресурсы маркетинга: современное понимание. Внутренний маркетинг // В кн.: Маркетинг-менеджмент : учебник и практикум для бакалавриата и магистратуры / Под общ. ред.: И. В. Липсиц, О. К. Ойнер; науч. ред.: О. К. Ойнер, И. В. Липсиц. М. : Юрайт, 2018. Гл. 12. С. 247-273.
Chapter Пантелеева Е. К. Стратегические маркетинговые решения // В кн.: Маркетинг-менеджмент : учебник и практикум для бакалавриата и магистратуры / Под общ. ред.: И. В. Липсиц, О. К. Ойнер; науч. ред.: О. К. Ойнер, И. В. Липсиц. М. : Юрайт, 2018. Гл. 6. С. 117-147.
Chapter Пантелеева Е. К. Управление брендом и портфелем брендов. Бренд-аудит // В кн.: Маркетинг-менеджмент : учебник и практикум для бакалавриата и магистратуры / Под общ. ред.: И. В. Липсиц, О. К. Ойнер; науч. ред.: О. К. Ойнер, И. В. Липсиц. М. : Юрайт, 2018. Гл. 10. С. 202-227.
Article Ойнер О. К., Метелева Ю. И., Цыганкова Ю. М., Пантелеева Е. К. Формирование клиентоориентированного подхода к бизнесу: концептуальная модель // Вестник Московского университета. Серия 6: Экономика. 2018. № 2. С. 94-117.
Article Пантелеева Е. К., Галицкий Е. Б., Шамирян Ф. А. Драйверы лояльности потребителей к онлайн-магазинам: исследование влияния потребительского опыта на лояльность клиентов // Интернет-маркетинг. 2016. № 1. С. 8-23.
Article Пантелеева Е. К., Михайлова Н. И. Потребительский опыт в e-commerce: анализ рациональных и эмоциональных потребительских инсайтов // Маркетинг и маркетинговые исследования. 2016. № 6. С. 458-469.
Article Пантелеева Е. К., Акимова Е. А. Потребительский опыт в ретейле на примере бренда Zara // Бренд-менеджмент. 2016. № 6. С. 328-343.
Book И.В. Липсиц, О.К. Ойнер, А.В. Заздравных, С.П. Казаков, Коро Н., Л.С. Латышова, Е.К. Пантелеева, Г.А. Полынская МАРКЕТИНГ-МЕНЕДЖМЕНТ. Учебник и практикум для бакалавриата и магистратуры / Рук.: И. В. Липсиц; под общ. ред.: И.В. Липсиц, О.К. Ойнер. М. : Юрайт, 2015.
Preprint Panteleeva E., Oyner O. K. Corporate brand values perception gap analysis as an internal marketing management system assessment tool / NRU Higher School of Economics. Series MAN "Management". 2012. No. 03/MAN/2012.
Preprint Panteleeva E., Oyner O. K. Using CLV concept for marketing budgets allocation / NRU Higher School of Economics. Series MAN "Management". 2012. No. 04/MAN/2012.
Chapter Пантелеева Е. К. Маркетинг во внешнеэкономических операциях фирмы // В кн.: Маркетинг: учебник по направлению подготовки 080200.62 «Менеджмент». Уровень подготовки «Бакалавр» / Под общ. ред.: И. В. Липсиц. М. : ГЭОТАР-Медиа, 2012. Гл. 13. С. 401-433.
Book Галицкий Е. Б., Галицкая Е. Г., Долгова М. В., Дымшиц М. Н., Казаков С. П., Латышова Л. С., Липсиц И. В., Ойнер О. К., Пантелеева Е. К., Поротникова Н. А., Санамьян Е. И., Тюрин Д. В. Маркетинг: учебник по направлению подготовки 080200.62 «Менеджмент». Уровень подготовки «Бакалавр» / Под общ. ред.: И. В. Липсиц. М. : ГЭОТАР-Медиа, 2012.
Chapter Пантелеева Е. К., Соустин Н. Ю. Постановка системы внутреннего маркетинга в компании: концептуальные подходы и возможности реализации на практике // В кн.: Современный менеджмент: проблемы, гипотезы, исследования: сборник научных трудов. Выпуск 3. В 2 ч. Часть 1 / Сост.: У. В. Ломакова; науч. ред.: М. Ю. Шерешева. Ч. 1. Вып. 3. М. : Издательский дом НИУ ВШЭ, 2011. С. 84-94.
Article Латышова Л. С., Пантелеева Е. К. Взаимосвязь внутреннего маркетинга и управления качеством в инновационных компаниях // Маркетинг и маркетинговые исследования. 2010. № 5. С. 386-394.
Article Пантелеева Е. К., Латышова Л. С. Влияние внутреннего маркетинга на результативность бизнеса // Маркетинг и маркетинговые исследования. 2009. № 1. С. 18-29.
Book Маркетинговый анализ: инструментарий и кейсы. Сборник кейсов, ситуаций и практических заданий по маркетингу / Под общ. ред.: Л. С. Латышова, Е. К. Пантелеева. М. : ЭкономистЪ, 2007.
Article Пантелеева Е. К., Кратко И. Г. Управление процессом интернационализации фирмы // Проблемы теории и практики управления. 2003. № 1

Employment history

ACADEMIC EXPERIENCE

January 2012 - present – Associate Professor, Business and Management Faculty, Marketing of Firm Department, National Research University “Higher School of Economics” (NRU HSE), Moscow, Russian Federation

September 2009 - December 2011 – Senior Lecturer, School of Management, Marketing Department, NRU HSE, Moscow, Russian Federation

February 2008 - now - Lecturer, Institute of Professional Retraining, NRU HSE, Moscow, Russian Federation

September 2003 – January 2008 - Senior Lecturer, School of Management, Marketing Department, NRU HSE, Moscow, Russian Federation

September 1997 – August 2003 - Lecturer, School of Economics, Department of International Economic Relations, HSE, Moscow, Russian Federation

BUSINESS EXPERIENCE

March 2008 – now – Consultant in Marketing and Branding, Zoloto group, Moscow, Russian Federation

March 2000 - November 2002 – Marketing consultant, Unicon group, Moscow, Russian Federation

Continuing Education

1998 - Erasmus University, the Netherlands
2000 - IEDC - Bled School of Management, Slovenia
2000 - IESE, University of Navarra, Spain
2002 - Hanyang University, South Korea
2003 - London School of Economics and Political Science, UK

Professional Interests

Internal marketing
Building a customer-oriented company
Brand management
International marketing

Courses

Co-creation Marketing - Master's level, Faculty of Management; Programme: Marketing; Speciality: Marketing for Firms; 1st year; Block 3

Timetable for today

Show timetable archive

Full timetable

Jun

2021

GSB faculty members successfully complete the EFMD training programme “Online Teaching Academy: Moving beyond remote teaching to master all aspects of online education”

Oct

2018

HSE Staff Members Receive University Medals and Notes of Acknowledgement

On October 22, some university staff members were awarded HSE medals and notes of acknowledgement from the Rector.

May

2015

Business and Management Faculty Team win Jaguar Game Changer Case Competition

619 HSE students entered the Jaguar Game Changer Business case competition. It is the first event of this kind organised as part of HSE’s cooperation with Jaguar Land Rover.

Dec

2014

37%

of customers, when choosing an online store, first and foremost pay attention to the fact that the price of goods there is lower than that charged by competitors.