Iva Atanassova

Iva Atanassova is a Lecturer at the University of Aberdeen's Business School, specializing in organizational learning and strategic agility. She holds a PhD in Marketing Intelligence from the University of Portsmouth (UK), with extensive experience in management consulting, innovation, and marketing strategy for global firms like McKinsey & Company, Logitech, and P&G. Her research focuses on dynamic capabilities enabling organizational survival and growth in VUCA environments, particularly in B2B vs B2C contexts and during crises like the pandemic.

Education:

• PhD in Marketing Intelligence, University of Portsmouth (UK)

Research Interests:

Iva's work explores how organizations adapt through strategic agility and learning mechanisms. Key areas include:
- VUCA environment management
- B2B vs B2C strategic differences
- Marketing intelligence utilization in SMEs
- Post-pandemic adaptive capabilities
- Geopolitical impacts on consumer behavior

Key Collaborations:

• Dr Peter Bednar (University of Portsmouth) on organizational learning and dynamic capabilities
• Knowledge Transfer Partnership (KTP) with a packaging innovation project

Awards: No specific awards listed, but her work has been published in top journals like Industrial Marketing Management and Critical Perspectives on International Business.

Teaching: Co-director of the MSc Marketing Management program, with 10+ years lecturing in marketing, digital strategy, and entrepreneurship.