Tatiana Anisimova

I am an Associate Professor at the School of Business and Economics, Linnaeus University, Sweden. I hold a PhD in Marketing from Monash University, Australia. I also hold a Bachelor’s degree in Sociology, which has provided me with a solid foundation in social science, critical analysis, and research methodology. 

I am passionate about doctoral education and PhD supervision. I currently supervise PhD candidates. I also serve as an external examiner for several universities, including Curtin University (Australia) and Montpellier Business School (France). In this capacity, I have served as President of DBA thesis juries. I have been a visiting scholar at several leading universities, including the University of Bologna in Italy and institutions in Japan and China, which has enriched my international academic experience and strengthened my international research collaborations.

My marketing research expertise encompasses a wide range of areas, including strategic marketing, managing marketing channels, corporate branding, digital marketing, brand activism and authenticity amid AI-driven misinformation and disinformation, organic food consumption, and consumer psychology. My research expertise in domains of entrepreneurship and management is centered arround new venture performance, shared leadership, the role of context in explaining entrepreneurial activity, innovative ambidexterity strategy, adaptive governance of forestry cooperatives and founder resilience and sustainability performance of new ventures. My research has been published in European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, International Small Business Journal, Industry and Innovation, and International Journal of Consumer Studies, among others.

I serve on the editorial boards of The International Small Business Journal (ISBJ) and the Journal of Marketing Communications, contributing to the critical evaluation and advancement of scholarly research in these fields.

I have obtained various merit-based grants. Some of them include:

• Stipendium by Handelsbankens forskningsstiftelser Jan Wallander and Tom Hedelius foundation to undertake my Visiting Scholar stay at the University of Bologna, Department of Management (DiSA). 
• Visiting Scholar grant by the Erasmus+ EU program for international cooperation to undertake my visiting research scholar stay at the University of Bologna 
• Industry Linkage Grant: Profiling the place and participation of community level engagement in food production in the Australian Capital Territory; Partner organizations: Canberra Organic Growers Society, Nursery and Garden Industry Australia, and the University of Canberra
• Industry Research Grant: Sustainable Consumption: Investigation of end-consumers perceptions of ‘smart housing’, Partner organization: Smart Housing Småland
• Linkage Grant: Sustainable Food Consumption: Investigating the Role of Marketing Communications in Consumer Purchase Intentions of Organic Foods; Partner organizations: The Organic Federation of Australia & NASAA (Australian and International Organic Certifier).
• Entrepreneurship & Innovation Research Group (EIRG) Research Grant: The question of marketing and brand management for small innovative firms is one that is not often asked or answered in an Australian and regional context, University of Sydney

Research

I am a mixed-methods researcher with extensive expertise in both quantitative and qualitative methodologies. My quantitative expertise encompasses survey research and data analysis, structural equation modeling (SEM), moderated regression analysis, and quantile mediation approaches. My qualitative expertise includes in-depth and expert interviews, focus groups, ethnography, in-home visits, and narrative and event-sequence analysis. I am also experienced in netnography, archival analysis research, and systematic literature reviews (SLR).