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Dr Anastasiya Saraeva

Lecturer in Reputation and Responsibility

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  • Reputation Management, 
  • Stakeholder Relationships, 
  • Communication, 
  • Quantative Methods


Whiteknights and Greenlands Campuses

Dr Anastasiya Saraeva, BSc, MSc, PhD, FHEA, PCC is Lecturer in Reputation and Responsibility and Programme Director for the Flexible Executive MBA (non-levy pathway).

Anastasiya has experience in teaching in the UK and overseas. She is also a module convenor for Reputation and Responsibility (MNM2RR) on Flexible Executive MBA and Apprenticeship Levy MBA programmes. Anastasiya supervises doctoral students and welcomes applicants in the areas of reputation management, communication and stakeholder relationships.

Anastasiya has published her work in reputed academic journals (e.g., British Journal of Management, Corporate Reputation Review) and presented research at world-known conferences (e.g., British Academy of Management, International Association for Business & Society, Academy of Marketing, CIARG etc.). She also works on a number of research projects with UK-based and international partners. One of her most prominent projects is focused on the development of multi-stakeholder insights and dashboards in relation to mental health with South West London and St Georges Health Trust and Sussex Partnership NHS Foundation Trust. Furthermore, Anastasiya is currently involved in an EIT Food funded project aimed at increasing consumer trust and support for the food supply chain and for food companies (with partners in Finland, Israel, Italy, Poland, Spain, and UK).

Anastasiya is a professional coach and holds a Professional Certificate in Coaching from Henley Business School. Previously, Anastasiya obtained a PhD in Management from Henley Business School and an MSc in International Management from University of Sussex. Anastasiya also holds a degree in Piano Performance and Teaching.

Reference: Brooks, C., Sangiorgi, I. , Saraeva, A. , Hillenbrand, C. and Money, K. (2022) The importance of staying positive: the impact of emotions on attitude to risk. International Journal of Finance and Economics. ISSN 1099-1158 doi:
Reference: Rose, S. , Fandel, D., Saraeva, A. and Dibley, A. (2021) Sharing is the name of the game: exploring the role of social media communication practices on B2B customer relationships in the life sciences industry. Industrial Marketing Management, 93. pp. 52-62. ISSN 0019-8501 doi:
Henley faculty authors:
Professor Emerita Susan Rose - Dr Anastasiya Saraeva - Dr Anne Dibley
Reference: Hillenbrand, C. , Saraeva, A. , Money, K. and Brooks, C. (2021) Saving for a rainy day… or a trip to the Bahamas? How the framing of investment communication impacts retail investors. British Journal of Management. ISSN 1467-8551 doi:
Henley faculty authors:
Professor Carola Hillenbrand - Dr Anastasiya Saraeva - Professor Kevin Money - Professor Chris Brooks
Reference: Hillenbrand, C. , Saraeva, A. , Money, K. and Brooks, C. (2020) To invest or not to invest? The roles of product information, attitudes towards finance and life variables in retail investor propensity to engage with financial products. British Journal of Management, 31 (4). pp. 688-708. ISSN 1467-8551 doi:
Henley faculty authors:
Professor Carola Hillenbrand - Dr Anastasiya Saraeva - Professor Kevin Money - Professor Chris Brooks
Reference: Garnelo-Gomez, I. and Saraeva, A. (2019) Yes, we can! Encouraging responsible management through effective CSR communication. In: Farache, F., Grigore, G. , Stancu, A. and McQueen, D. (eds.) Responsible People: The Role of the Individual in CSR, Entrepreneurship and Management Education. Palgrave Macmillan, Cham, Switzerland, pp. 115-134. ISBN 9783030107390
Henley faculty authors:
Dr Irene Garnelo-Gomez - Dr Anastasiya Saraeva
Reference: Saraeva, A. (2017) The interactions between messages and stakeholder (dis)identification with messengers: exploring their moderating impact on the links between perceptions of corporate reputation, organisational (dis)identification, and behavioural outcomes. PhD thesis, University of Reading.
Henley faculty authors:
Dr Anastasiya Saraeva
Reference: Money, K. , Saraeva, A. , Garnelo-Gomez, I. , Pain, S. and Hillenbrand, C. (2017) Corporate reputation past and future: a review and integration of existing literature and a framework for future research. Corporate Reputation Review, 20 (3-4). pp. 193-211. ISSN 1479-1889 doi:

Reputation and responsibility

The Reputation and Responsibility module explores the identification, development and management of reputation, corporate responsibility and stakeholder relationships critical to organisational performance. It focuses upon the strategies and choices in...

Module code: MNM2RR