Elena Panteleeva

Associate Professor:Faculty of Business and Management / School of Business Administration / Department of Company Marketing
Programme Head:Retail Management

Elena Panteleeva has been at HSE University since 1994.

Education and Degrees

2011
Candidate of Sciences* (PhD)
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
S. Martikhina «The Research of Centennial's Customer Experience in the Field of Park Entertainment on the Example of VDNH». Faculty of Business and Management, 2019
T. Rapava «The Ways of Enhancing Customer Loyalty in Insurance Industry». Faculty of Business and Management, 2016
A. E`l`yasheva «Managing customer loyalty in hotel industry». Faculty of Management, 2014
V. Borisevich «Customer experience management». Faculty of Management, 2014
Master
D. Volkova «Brand positioning in retail banking: identifying gaps between brand positioning and brand perception». Faculty of Business and Management, 2019
S. Karina «Identifying Factors that Influence the Choice of Premium FMCG Products at Points of Sale». Faculty of Business and Management, 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
A. Popova «Identifying Drivers of Purchase Intention in E-commerce on the Example of the Online Grocery Market in Russia». Faculty of Business and Management, 2019
B. Linecker «The Impact of Consumer Ethnocentrism and Animosity on Purchase Intention: Тhe Case of American and European FMCG Products in Russiа». Faculty of Business and Management, 2019
L. Machina «Sales Strategy Development for an Innovative Product». Faculty of Business and Management, 2019
A. Danilova «Customer Experience Management in Fashion Retail. The Farfetch UK Limited case.». Faculty of Business and Management, 2019
E. Bakhirkina «Generation Y's Customer Experience of their Loyalty to the Fashion Retailer LaModa». Faculty of Business and Management, 2019
D. Khramchenkov «The Transition from Product Selling to Solution Selling in Non-food Retail». Faculty of Business and Management, 2019
Y. Chien «Improvement of Customer Experience in Tea Industry: the Case of TWG Tea Company in Taiwanese Market». Faculty of Business and Management, 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. 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
I. Stepanov «Customer Experience Measurement in Online Education». Faculty of Business and Management, 2018
E. Veber «The Impact of Brand Emotionality on Customer Behaviour in Face Care Category». Faculty of Business and Management, 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
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
N. Vedina «Impact of Internal Marketing Instruments on Engagement of Millennial Employees: Case of JSC Colgate-Palmolive». Faculty of Business and Management, 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
D. Krayushenko «Identification of Drivers and Barries to Purchase Product of Social Entrepreneurship». Faculty of Business and Management, 2018
O. Pronina «A Study of Brand Enagagement via Social Media: the Case of a Hotel». Faculty of Business and Management, 2018
K. Akhsanova «Designing a Model of an “Ideal” Customer Experience on the Example of the Premium Beauty Salon “Shangri La”». Faculty of Business and Management, 2018
E. Popova «The Study of the Process of Potential Employer Selection: an Application of CJM Technique». Faculty of Business and Management, 2018
A. Filippova «Identification of Gaps in the Perception of Factors Affecting Customer Experience by Employees and Guests of the Hotel». Faculty of Business and Management, 2018
O. Frolova «Building Employee Engagement Using Internal Marketing Instruments: the Case of Hotel Industry». Faculty of Business and Management, 2017
I. Meteleva «Evaluation of Customer-Centric Approach in FMCG». Faculty of Business and Management, 2017
V. Akkalaeva «Applicability of Decision-Oriented Approach in Global Marketing Strategy to Technology Born-Globals». 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
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
O. Gutnikova «Identification of Factors Affecting Millennial's Purchase Behaviour in Make-up Industry». Faculty of Business and Management, 2017
K. Udovitskaia «Factors Influencing Customer Loyalty for Global and Domestic E-Retailers in Russia». Faculty of World Economy and International Affairs, 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
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
Z. Iusipova «The Standardization-Adaptation Dilemma of Marketing Strategy of International Fashion Retailers in Russia». Faculty of World Economy and International Affairs, 2017
K. Zorina «Creating Personalized Customers Experience in B2B Market of IT Services». Faculty of Business and Management, 2016
N. Polkovnikova «Factors Affecting Guest Satisfaction in Hospitality Industry: the Case of Short-term Rentals». Faculty of Business and Management, 2016
E. Akimova «The Influence of Customer Experience on Customer Loyalty in Retailing (the Case of Zara Fashion Brand)». Faculty of Business and Management, 2016
E. Kapshienko «The Study of an Impact of the Bank Image on Customer Loyalty». Faculty of Business and Management, 2016
P. Verin «An Introduction of Elements of Internal Marketing: the Case of Consulting Company». Faculty of Business and Management, 2016
T. Malakhova «The Influence of Customer Experience on Clients Loyalty in the Hotel Industry». Faculty of Business and Management, 2016
D. Nesmeianova «The Study of the Guest Experience in Hostels of Moscow». Faculty of Business and Management, 2016
A. Eliasheva «Digital Technologies in Managing Guests Experience in Hostels». Faculty of Business and Management, 2016
K. Melixova «Estimation of employee satisfaction as the factor of customers satisfaction and company profitability». Faculty of Management, 2014
M. Pugaeva «The indexes of the student satisfaction and their application to the ranking of universities». Faculty of Management, 2014
A. Arisova «Brand Image of a City: An analysis of its Impact on Tourists' Behavior». Faculty of Management, 2014
F. Shamiryan «The influence of Customer Experience on Customer Loyalty in e-retail». Faculty of Management, 2014
E. Solov`eva «Marketing content of Rosbank crowdsourcing platform». Faculty of Management, 2014
O. Terexina «Corporate Brand Management in Tour Operators Industry: the Case of KMP Group». Faculty of Management, 2014
L. Arapova «Destination image: its components and relation with tourism-economic indexes. The case of Russia.». 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

Full list of of student term / thesis papers

Courses (2013/2014)

Customer Experience Management (Master’s programme; Faculty of Management; "Маркетинг фирмы", "Стратегический маркетинг", "Менеджмент в туризме и гостиничной индустрии"; field of study "080200.68 Менеджмент", field of study "080200.68 Менеджмент", field of study "080200.68 Менеджмент", field of study "080200.68 Менеджмент"; 1 year, 3 module)Eng
Marketing Management (Master’s programme; Faculty of Management; "Стратегический маркетинг", "Маркетинг фирмы"; field of study "080200.68 Менеджмент"; 1 year, 1-4 module)Rus
Research Seminar "Marketing Academic Research: Methodology, Current Problems and Organization" (Master’s programme; Faculty of Management; spec. "Маркетинг фирмы"; 1 year, 1-4 module)Rus
Research Seminar "Research Project in Marketing" (Master’s programme; Faculty of Management; spec. "Маркетинг фирмы"; 2 year, 1-3 module)Rus
Research Workshop "Actual Problems of Management in Hospitality and Tourism" (Master’s programme; Faculty of Management; spec. "Менеджмент в туризме и гостиничной индустрии"; 1 year, 1, 4 module)Rus
Research Workshop "Actual Problems of Management in Hospitality and Tourism" (Master’s programme; Faculty of Management; spec. "Менеджмент в туризме и гостиничной индустрии"; 2 year, 1, 2, 4 module)Rus

Courses (2012/2013)

Co-creation Marketing (Master’s programme; Faculty of Management; spec. "Маркетинг фирмы"; 1 year, 3 module)Eng
Marketing (Bachelor’s programme; Faculty of Management; 3 year, 1, 2 module)Rus
Marketing Management (Master’s programme; Faculty of Management; "Стратегический маркетинг", "Маркетинг фирмы"; field of study "080200.68 Менеджмент"; 1 year, 1-4 module)Rus
Research Seminar "Marketing Academic Research: Methodology, Current Problems and Organization" (Master’s programme; Faculty of Management; spec. "Маркетинг фирмы"; 1 year, 1-4 module)Rus
Research Seminar "Research Project in Marketing" (Master’s programme; Faculty of Management; spec. "Маркетинг фирмы"; 2 year, 1-3 module)Rus

Courses (2011/2012)

Marketing (Bachelor’s programme; Faculty of Logistics; spec. "Logistics and Supply Chain Management"; 2 year, 4 module)Rus
Marketing Management (Master’s programme; Faculty of Management; "Маркетинг фирмы", "Стратегический маркетинг"; field of study "080200.68 Менеджмент"; 1 year, 1-4 module)Rus
Research Seminar "Marketing Academic Research: Methodology, Current Problems and Organization" (Master’s programme; Faculty of Management; spec. "Маркетинг фирмы"; 1 year, 1-4 module)Rus
Research Seminar "Research Project in Marketing" (Master’s programme; Faculty of Management; 2 year, 1-3 module)Rus

Courses (2010/2011)

Marketing (Bachelor’s programme; Faculty of Logistics; spec. "Logistics and Supply Chain Management"; 2 year, 4 module)Rus
Marketing Factors of Business Effectiveness (Master’s programme; Faculty of Management; 2 year, 1 semester)Rus
Marketing Management (Master’s programme; Faculty of Management; "Программа двойных дипломов с Европейской школой менеджмента (ESCP Europe)", "Программа двойных дипломов с Европейской школой менеджмента (ESCP Europe)"; field of study "080200.68 Менеджмент", field of study "080200.68 Менеджмент"; 1 year, 2 semester)Rus
Product Management (Bachelor’s programme; Faculty of Management; 4 year, 3 module)Rus
Research Seminar "Marketing Scolarly Study: Methods, Current Problems and Organisation" (Master’s programme; Faculty of Management; 1 year, 1, 2 semester)Rus
Research Seminar "Research Project in Marketing" (Master’s programme; Faculty of Management; 2 year, 1, 2 semester)Rus

Dissertation for a degree of Candidate of Science

2011

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

Publications¹⁶

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.
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

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Full timetable

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.