Larisa Kovalenko

Dr. Larisa Kovalenko is an Assistant Professor of Marketing at the Alvarez College of Business, University of Texas at San Antonio (UTSA). She previously served as an Assistant Professor at Boston College. Her research focuses on brand management, intellectual property protection, and product innovation, with an emphasis on quantifying the financial impact of marketing decisions and brand crises. Her work has been published in top journals like Journal of Marketing and Journal of the Academy of Marketing Science, and featured in the Harvard Business Review.

Educations:

• Ph.D. in Marketing, Texas A&M University
• M.S. in Marketing, Texas A&M University
• MBA, Sabanci University
• B.A., Pyatigorsk State University

Her research explores how firms mitigate brand risks through legal and strategic actions, evaluates the financial consequences of brand protection measures, and examines the optimal branding strategies for new products. Recent work highlights the value implications of brand extension decisions and trademark litigation outcomes.

Publications focus on bridging marketing and finance, with notable contributions to understanding brand valuation dynamics and methodological advancements in event study applications. No scientific awards are explicitly mentioned in the provided text.

No advising roles or grants are detailed in the profile. She is affiliated with the Alvarez College of Business, though specific lab/team affiliations are not disclosed.