Iva Petkova is a Doctoral Candidate in the Department of Sociology at Columbia University and is with the Management Division at Columbia Business School. Her research focuses on new digital branding platforms andtools in online fashion retail and the potential of these innovations to change the cultural practice of branding in traditional fashion brands when those expand their operations to e-commerce and digital marketing.
Iva also holds an MA in International Economic Relations from the University of National and World Economy in Bulgaria and MSc in International Business with the School of Business, Economics and Law at the University of Gothenburg in Sweden. Her academic work has been featured in the Review of International Political Economy (RIPE). Her current professional work has been presented at international conferences and industry-specific events. She utilizes her extensive fashion-industry network and digital marketing experience to suggest specific strategic action plans to fashion brands in the area of digital branding and social media.
Previously, Iva has assumed consultancy roles at the World Bank, for private donors, and worked on strategy and internationalization activities of multinational firms during her tenure with the Goteborg University School of Business.
Iva is an active member of the Academy of Management, the American Sociological Association and reviews for Socio-Economic Review and AOM.