Sergey A. Starov

Professor, Marketing Department

Sergey A. Starov
Courses

Marketing (BA)

Brand Management (BA)

Brand Management (ЕМВА)

EDUCATION AND ACADEMIC DEGREES

  • Doctor of Science in Economics
  • Candidate of Science in Economics (First Doctoral Degree), Moscow State University, 1987.
  • Specialist Degree in Political Economy, Department of Economics, St. Petersburg State University, 1981.
  • The Duke Program for Manager Development (Executive Program), Duke University Fuqua School of Business, 1994.

RESEARCH

  • Marketing
  • Brand Management
  • Sales Promotion

SELECTED PAPERS AND PUBLICATIONS

Books, Monographs and Textbooks

  • Brand Management. St. Petersburg: GSOM Publishing House, 2009
  • Starov S.A. Private label management of retail chains: monography. ─ SPb.: The Publishing House of Graduate School of Management, 2013.
  • Starov S. A., Alkanova O. N., Molchanov N. N. Brands, Trademarks and Commercial Symbols as Objects of Company Management  // Vestnik of Saint Petersburg University. Management Series 2, 2012.
  • Starov S. A., Gabisov A. A., Shostka A. D., Cherenkov V. I. Formation of Balanced Private Label Portfolio for Lenta Retail Chain. // Vestnik of Saint Petersburg University. Management Series 1, 2012

 

Papers in Academic Journals

  • Brand Efficiency Valuation in the Modern Marketing Theory // Brand Management. 2010. № 4 (53), 5 (54). P. 216–222; 270–288 (with O. Alkanova).
  • Methodology of Brand Efficiency Valuation // Vestnik SpbGU. Management series, 8. 2009. Vol. 4. P. 130–153 (with O. Alkanova).
  • Brand Positioning as the Key Branding Effort // Brand Management. 2009. № 4 (47). P. 198–211.
  • Verbal Identifiers as the Visual Elements of Brand// Vestnik SpbGU. Management series, 8. 2008. Vol. 4. P. 150–171.
  • Brand: Essence, Functions, Evolution // Vestnik SpbGU. Management series, 8. 2008. Vol. 2. P. 3–39.
  • Brand Loyalty: Classification, Evaluation Methods and Attachment Programs. Vestnik SpbGU. Management series, 8. 2007. – Vol. 2. P. 112–133.
  • Creation and Development of Private Labels for Food Retailers of Modern Russia // Vestnik SpbGU. Management series, 8. 2003. Vol. 4. P. 26–48.
  • Classification of Main Approaches to Brand Valuation in Russian Companies // Vestnik SpbGU. Management series, 8. 2002. Vol. 2 (with V. Vilkov).

 

Papers in Professional Journals

  • Can the Efficiency of the Case Method be Improved // International Journal of Case Method research & Application. 2009. Vol. XXI, № 3. P. 237–241 (with I.V. Gladkikh).
  • Viral Marketing as Effective Communicative Instrument // Top-Manager. 2008, October. P. 76–79.

 

Published Cases

  • Ralf Ringer: Testing National Brand’s Competitive Power House. The European Case Clearing House (ECCH). 2010. № 510-059-1 (with I.V. Gladkikh)/
  • Is it Hard to Promote a Provocative Brand for Kids in Russia? The European Case Clearing House (ECCH). 2009. № 509-005-1.
  • Warning: the Treasurer Cigarettes are Dangerous for your Wallet The European Case Clearing House (ECCH). 2009. № 509-025-12.
  • Feel Sympathy for Derzhava: Why Didn’t Russians Like the Candy Brand? The European Case Clearing House (ECCH). 2008. № 508-024-1.
  • Battery Energy Drink: Successful Start What’s Next? The European Case Clearing House (ECCH). 2007. № 507-188-1 (with I.V. Gladkikh, R. Kopp).
  • Diplomat Vodka makes a Break for Premium Class: The European Case Clearing House (ECCH). 2007. № 507-031-8 (with I.V. Gladkikh).
  • Arctica Company: Strengthening Positions in the Market for Ice-Cream (Case) // Vestnik SpbGU. Management series, 8. Vol. 3, 2003 (with V. Akulov).

INTERNSHIP ABROAD

HONORS AND AWARDS OTHER PROFESSIONAL ACTIVITIES

OTHER PROFESSIONAL ACTIVITIES

  • Member of World Association for Case Method Research and Application (WACRA), 2008 ─present.
  • Editor in chief for translation Aaker D. Building Strong Brands. Moscow, 2003.
  • Participation in consulting and educational projects for Russian companies.
  • Member of WACRA, EMAC

Other professors
of the department

Olga N. Alkanova
Olga N. Alkanova
Senior Lecturer, Marketing Department
Igor V. Gladkikh
Igor V. Gladkikh
Associate Professor, Marketing Department. Director, Case Development Center
Ksenia S. Golovacheva
Ksenia S. Golovacheva
Assistant Professor, Marketing Department
M. Deniz Dalman
M. Deniz Dalman
Associate Professor, Marketing Department
Sergey I. Kiryukov
Sergey I. Kiryukov
Senior Lecturer, Marketing Department
Maria M. Smirnova
Maria M. Smirnova
Head of Department, Marketing Department Associate Professor, Marketing Department Head of Research Center for Strategic Marketing and Innovations
Sergey A. Starov
Sergey A. Starov
Professor, Marketing Department
Joan Freixanet Solervicens
Joan Freixanet Solervicens
Associate Professor, Marketing Department
Johanna Pia Maria Frösén
Johanna Pia Maria Frösén
Assistant Professor, Marketing Department
Vitally I. Cherenkov
Vitally I. Cherenkov
Professor, Marketing Department

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