Marianna Rolbina is a PhD Fellow in Management at Cass Business School, City, University of London. Her research focuses on different aspects of strategy in creative, or cultural, industries, such as television, video games and movies. Specifically, it aims to answer a question of how creative products, idiosyncratic to the culture they originate in, are able to be transferred and replicated internationally.
Prior to starting her PhD, Marianna had been working in media where she gained a first-hand understanding of this industry that inspired her research. Being actively involved in teaching at Cass Business School, she also gained experience teaching Strategy, Research Methods, and Marketing on undergraduate and postgraduate levels.
- Postgraduate Certificate in Academic Practice, City University London, London, United Kingdom, Jan 2018
- MRes, City University London, London, United Kingdom, Oct 2014 – Sep 2015
- PhD, City University London, London, United Kingdom, Oct 2014
- MSc in Management, specialism in Strategic Management, City University London, London, United Kingdom, Oct 2010 – Sep 2011
- Bachelor's Degree in Management, specialism in Marketing, Kazan State Finance and Economics Institute, Kazan’, Russia, Sep 2006 – Aug 2010
- Teaching Assistant, Advanced Strategic Management, City University London, London, Jan – Mar 2017
- Teaching Assistant, Research Methods in Business, City University London, London, Jan 2017 – present
- Tutor, Principles of Marketing, City University London, London, Oct – Dec 2015
- Editor, Tatar-inform Information Agency, Jul 2013 – Jun 2014
- Research Assistant Intern, BBC Worldwide, Jun 2012 – Mar 2013
- Media Planner, Television and radio broadcasting company Efir Co Ltd, Sep – Dec 2011
Memberships of professional organisations
- Fellow, Higher Education Academy, Oct 2017 – present
English (can read, write, speak, understand spoken and peer review), French (can read) and Russian (can read, write, speak, understand spoken and peer review).
Title of thesis: International Replication of Cultural Products
Sep 2014 – Sep 2018
Summary of research
Marianna's research focuses on international replication of cultural products, such as television shows, to uncover new insights into replication as strategy. The study draws from interviews with format managers from leading international television companies as well as the analysis of the television formats, i.e. shows that have been remade in different countries, to outline contingencies that determine what allows a cultural product to be recreated abroad successfully. By bringing together management research and media studies, it aims to advance our understanding of what makes a cultural product replicable internationally, as well as to expand the knowledge of local adaptations that are involved in replication as strategy.
- Furnari, S. and Rolbina, M. (2018). Brokerage Styles and Interaction Rituals in Creative Projects: Towards an Interactionist Perspective on Brokerage. Research in the Sociology of Organizations, 55, pp. 17–45. doi:10.1108/S0733-558X20180000055002.
- EGOS. (Conference) Copenhagen, Denmark (2017). Invited speaker.
Paper: Leveraging new technology-based categories to enter creative industries: the case of Netflix’s entry in the TV industry
Author: Furnari, S.
Co-authors: Lanzolla, G.; Rolbina, M.
- European Theory Development Workshop. (Conference) Zurich, Switzerland (2017). Invited speaker.
Paper: Replication of Cultural Products
Author: Rolbina, M.
- SAMS (Society for the Advancement of Management Studies) Creative Industries Worshop. (Workshop) Edinburgh, UK (2017). Invited speaker.
Paper: Replicating the Unique? Theorizing the International Replication of Cultural Products
Author: Rolbina, M.
- Digital Transformation and Strategy Forum. (Conference) London, UK (2017).
- University of Edinburgh Business School Creative Industries Conference. (Conference) Edinburgh, UK (2016). Invited speaker.
Paper: The Effect of Replication as Strategy on the Changes in the Industry Infrastructure
Author: Rolbina, M.
- Scale and Scope @ CASS. (Conference) London, UK (2016).