Olga Kravets

Olga Kravets

Assistant Professor

Academic Specialization


Olga Kravets holds a PhD in economics from the University of Sydney, Australia and a Master of Commerce (Marketing & International Business) from the same university. She worked at the A.C. Nielsen Australia, a market research company, where she was involved in a range of social research projects including on reading, gambling and living on welfare among others. Her research interests center on the anthropology and sociology of brands and branding with the focus on consumer activism and brand ownership.

Research interests

Consumer culture theory (CCT): materiality of consumption & branding; consumer activism; socio-cultural factors shaping consumption experiences and behaviours. International marketing: consumption, marketing, and development in transitional societies.

Selected publications

Kravets, O. with Figueiredo, B., Chelekis, J.,DeBerry-Spence, B., Fırat, F.,Ger,G., Godefroit-Winkel, D., Moisander, J., Nuttavuthisit, K., Penazola, L. and Tadajewski, M.,(2015).Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research. Journal of Macromarketing, 35(2), 257-271.

Kravets, Olga with Mark Tadajewskia, Jessica Chelekisb, Benet DeBerry-Spencec, Bernardo Figueiredod, Krittinee Nuttavuthisitf, Lisa Peñalozagh & Johanna Moisanderi (2014). The Discourses of Marketing and Development: Towards ‘Critical Transformative Marketing Research. Journal of Marketing Management, 30 (17-18), 1728-1771.

Kravets, O. and O. Sandikci (2014). Competently Ordinary: New Middle Class Consumers in the Emerging Market. Journal of Marketing, 78(4), 125-140.

Kravets, O. and Sandikci, O. (2013). Marketing for Socialism: Soviet Enterprise TeZhe in the 1930s. Business History Review, 87(3), 461-487.

Kravets, O. (2012). Russia's "Pure Spirit": Vodka Branding and its Politics. Journal of Macromarketing, 32(4), 361-376.

Kravets, O. and Orge, O. (2010). Iconic Brands: A Socio-Material Story. Journal of Material Culture, 10(2), 205-32.

Ger, G., Kravets, O. and  Sandikci, O. (2010).International marketing at the interface of the alluring foreign and the comforting local in Cultural Marketing Management: Strategy and Practices, eds. Lisa Penaloza, Luca Visconti and Nil Ozcaglar-Toulouse, forthcoming.

Ger, G. and Kravets, O. (2009). Special and Ordinary Times: Tea in Motion in Time in Consumption and Everyday Life: Practice, Materiality and Culture, eds. Elizabeth Shove, Frank Trentmann and Richard Wilk, Oxford UK: Berg,  189-202.

Kravets, O. and Tari,B. (2008). A Friend And/Or A Foe?: Exploring Activeness Of Objects In Consumption in Advances in Consumer Research, 35, (771-772).

Kravets, O., (2007). Consumer Vigilantism," in Advances in Consumer Research, v. 34, in Advances in Consumer Research, v. 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research.

Davis, Teresa and Olga Kravets (2004), "Bridges to Displaced Meaning: The Reinforcing Roles of Myth and Marketing in Russian Vodka Labels" in Advances in Consumer Research, vol. 32. eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research.