Research Interests

Jekaterina Rindt researches strategic aspects of marketing in international business markets. Her research explores how firms deal with risk in global business-to-business interactions in the contexts of innovation and network governance. Her interdisciplinary approach integrates strategic marketing and legal perspectives. Empirically, her work draws on the integration of several qualitative research methods, including, among others, action research and the analysis of institutional devices such as industry standards, General Terms and Conditions, framework contracts and insurance agreements.

Research Grant Activity

Jekaterina secured the British Academy/ Leverhulme Research Grant to support the project on "Innovation Across Boundaries: Implementing Design Thinking Practices in Innovation Ecosystems and Policy Making in Germany and the United Kingdom". This research aims to close the practice-gap in the application of Design Thinking (DT) in complex, multi-stakeholder innovation management projects. The objective is to identify the challenges that business and policy-making organisations face when implementing DT practices in complex innovation management projects; and how these challenges can be overcome. The project outcomes offer strategic guidelines and tools that help businesses and policy-makers capitalise on the advances of DT to achieve a more sustainable and profitable innovation performance.

Current Teaching

MKTG101 (Introduction to Marketing): Understanding Markets; Marketing and Managing with Big Data.

MKTG233: Digital Marketing (Module Leader)

MKTG301: Strategic Marketing (Module Leader)

Selected postgraduate teaching on the MSc in Marketing and Executive MBA (Digital Marketing; Big Data).

Delivery of the Marketing Module for the UK Government's "Help to Grow" SME programme.

Professional Roles

Jekaterina is the lead for Undergraduate Admissions for the Marketing Department. In this role she secured the Dean's Award (July 2021) for outstanding success in undergraduate student recruitment.

Jekaterina is a fellow of the British Higher Education Academy and holds PG-CAP I & II certifications.

Qualifications

BA in International Business Studies (International University/ Steinbeis Hochschule); MSc in Advanced Marketing Management (Lancaster University); PhD in Marketing (Lancaster University).

PhD Supervision Interests

Jekaterina is willing to consider supervision of PhD students in the following areas: Risk and uncertainty in international business relationships and markets; network and transnational governance; institutional entrepreneurship; design thinking and innovation management in policy making and regulation of emerging technologies and new markets.