Elena Elkanova

  • Adjunct Lecturer, Marketing
  • PhD student Bentley University
  • MS National Research University Higher School of Economics

Teaching Interests

international marketing, marketing research

Research Interests

exclusion in the marketplace, place branding, transformative research, consumer culture theory, critical scholarship


Teaching interests include international marketing and marketing research. Research interests include exclusion and inclusion in the marketplace, consumer resistance, place branding, and transformative and critical scholarship. Previously taught at the Higher School of Economics (St. Petersburg, Russia).


Journal Articles

  • Zelenskaya, E., Elkanova, E. (2021). Designing place brand architecture: the potential of a sub-brands strategy. Journal of Product & Brand Management, (30) 1 167-179.

    Book Chapters

  • Puchkova, S., Elkanova, E. (2016). Chapter 11 Building the Festival Team, A case study of Saint Petersburg art festivals In Newbold, C. & Jordan, J. , (Eds.) Focus on World Festivals. Goodfellow Publishers

  • Presentations

  • Dobscha, S., Elkanova, E. (2023). “Track 1.4: Expanding Our Understanding of Inclusion and (its pesky shadow) Exclusion: How Inclusion and Exclusion Impact and are Impacted By Consumers, Marketplaces, and Markets” Presented at theTransformative Consumer Research Dialogical Conference London
  • Elkanova, E. (2022). “Whose Voices Should be Included: Applying (and Critiquing) Stakeholder Theory in the Emerging Cannabis Market in the USA” Presented at the AMA Marketing and Public Policy Conference Austin, TX