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Natalya I. Bykanova

Scientific degree: Doctor of Economics

Academic rank: Associate Professor

Country: Russia

City: Belgorod

Organization: Belgorod National Research University

Position: Head of the Department of Innovation Economics and Finance

Scientific biography:

Doctor of Economics, specializing in 5.2.3 Regional and Sectoral Economics (Marketing). Doctoral dissertation on “Theory, Methodology, and Ways to Improve the Efficiency of Commercial Banks’ Marketing Activities in the Digital Environment” was defended by the dissertation council at Belgorod State National Research University (2025).

Research interests:

digitalization of the banking sector, banking marketing, financial technology

Main scientific results:

- identification and study of digital transformation processes in consumer behavior in banking operations, services, and products as a fundamental marketing trend with revolutionary significance for the processes, information systems, and organizational structures of banking marketing;

- classification of the forms and results of digital transformation of consumer behavior in banking operations, services, and products as the basis for a commercial bank’s digital marketing strategy;

- clarification of the composition of elements and interrelations in the digital banking marketing system;

- determination of the real significance of the speed factor in the adoption and development of digital innovations as a key factor in consumer choice and decisions regarding digital banking operations, services, products, and services;

- modernization of scientific concepts regarding the composition and sequence of stages (phases) of the digital banking marketing process;

- consideration of the prospects for the transformation of analog marketing strategies and the formation of digital marketing strategies for modern banks from the perspective of their goals, objectives, resources, and expected results;

- development of an integrated marketing strategy for a commercial bank, taking into account the need to implement strategic marketing influences and build interactions in traditional (analog) and digital forms;

- meaningful identification and classification of the composition and significance of resources required to implement a commercial bank’s marketing strategy in traditional and digital forms;

- expansion of scientific views regarding the types of organizational structures for traditional and digital banking marketing;

- research and improvement of the components of the digital banking marketing mix that determine its effectiveness in tactical interactions with digital consumers of banking operations, services, products, and services;

- development and calculation of a model for assessing the impact of marketing activities on a bank’s financial performance under the influence of a range of external and internal factors;

- development and testing of a marketing research methodology for assessing consumer satisfaction with digital banking operations, services, products, and services.

Scientific status:

- author of more than 200 publications (RISC Hirsch Index: 16, Scopus Hirsch Index: 2);

- Member of the Public Council under the Ministry of Finance and Budget Policy of the Belgorod Region;

- Member of the Coordinating Council under the Governor of the Belgorod Region for Improving the Financial Literacy of the Population of the Belgorod Region;

- Member of the Dissertation Defense Council for the Degrees of Candidate of Sciences and Doctor of Sciences of BelSU.22.03 at the Federal State Autonomous Educational Institution of Higher Education “Belgorod State National Research University” in the following scientific specialties: 5.2.3. Regional and Sectoral Economics (Regional Economics), 5.2.3. Regional and Sectoral Economics (Marketing), 5.2.2. Mathematical, Statistical, and Instrumental Methods in Economics;

- Head of the Master’s programs “Financial Technology in Banking”, “Financial Technologies in Business”, and “Financial Engineering” (38.04.08 Finance and Credit), offered at Belgorod State National Research University;

- Head of postgraduate studies in the “Finance, money circulation and credit” specialty at the Belgorod State National Research University

Research projects completed:

Research contract on the topic: “Prospects and Challenges of Developing Analytical Activities in Small Businesses in the Digital Economy”. Head of the Reseach Project (2026)

Honours and awards:

- Letter of thanks from the Directorate of Financial Literacy of the National Research Institute of Financial Sciences of the Ministry of Finance of Russia (2026);

- Letter of thanks from the Directorate of Financial Literacy of the National Research Institute of Financial Sciences of the Ministry of Finance of Russia (2025);

- Laureate of the N.N. Strakhov Prize in the Education category (2025);

- Laureate of the Belgorod Region Governor’s Scholarship for doctoral and postgraduate students (2023);

- Letter of thanks from the Youth Policy Department of the Belgorod Region (2017)

RISC SPIN-code: 6194-2446, Scopus Author ID: 57191840160,

ORCID: 0000-0002-5505-5071, Web of Science ResearcherID: AAH-9199-2019.

Major works:

  1. Public “green” procurement as a tool for rational spending of budget funds and ensuring environmental safety of the country / S. N. Kovalenko, E. A. Karlovskaya, N. I. Bykanova, D. V. Gordya // Modern Economy Success. - 2026. - No. 1. - Pp. 104-113. - EDN EAFXTR.
  2. Bykanova, N. I. Organizational structures of marketing in construction: features of formation and functioning on a national market scale / N. I. Bykanova, S. V. Volkov, D. A. Serikov // Economics of sustainable development. - 2025. - No. 1 (61). - Pp. 30-33. - EDN UPXHUR.
  3. Vaganova O., Bykanova N., Gordya D., Evdokimov D. Growth Points of Fintech Industry in the Perception of Financial Market Transformation // European Proceedings of Social and Behavioural Sciences (EpSBS). Vol. 103. 08 March 2021. Pp. 435-441. DOI: 10.15405/epsbs.2021.03.54
  4. Bykanova, N. I. Marketing mix in the system of forming competitive advantages of commercial banks / N. I. Bykanova, I. A. Naumenko, S. S. Engel // Practical Marketing. - 2025. - No. 12 (342). - P. 46-52. - DOI 10.24412/2071-3762-2025-12342-46-52. – EDN NIOLIK.
  5. Polunin, D. A. Paths for the Development of the Institution of Securitization of Small and Medium-Sized Business Assets: Foreign Experience and Russian Practice / D. A. Polunin, E. A. Karlovskaya, N. I. Bykanova // Economics of Sustainable Development. - 2025. - No. 2 (62). - Pp. 356-362. - EDN RJLELX.
  6. Bykanova, N. I. Financial Innovations as a Marketing Tool for Developing Relationships with Clients / N. I. Bykanova, N. S. Melnikova, F. Yu. Abdujalilova // Economics of Sustainable Development. - 2024. - No. 2 (58). - Pp. 302-306. - EDN CCUJXW.
  7. Directions for Developing Digital Banking Using Marketing Tools / P. V. Gorlachev, O. V. Vaganova, N. I. Bykanova [et al.] // Sustainable Cooperation for the Creation of Green Supply Chains Based on Environmental Technologies and Responsible Innovations. – Cham: Springer, 2024. – P. 187-194. – DOI 10.1007/978-3-031-70962-3_22. – EDN XJQNEN.
  8. Forming an Effective Mechanism for Managing Accounts Receivable and Accounts Payable / A. A. Voronov, N. I. Bykanova, T. V. Saprykina [et al.] // Sustainable Cooperation for the Creation of Green Supply Chains Based on Environmental Technologies and Responsible Innovations. – Cham: Springer, 2024. – P. 379-387. – DOI 10.1007/978-3-031-70962-3_42. – EDN OUFZSF.
  9. Natalya I. Bykanova, 2024. "Marketing Effectiveness of Russian Commercial Banks: Methodological Approaches and Quantitative Metrics", Development of International Entrepreneurship Based on Corporate Accounting and Reporting According to IFRS: Part B, Mansur P. Eshov, Gulnora K. Abdurakhmanova, Aktam U. Burkhanov, Nodira B. Abdusalomova, Shakhlo T. Ergasheva
  10. Bykanova, N. I. Study of consumer preferences for banking products and services in the regional market of the Belgorod region to achieve the marketing goals of banks / N. I. Bykanova // Economy. Informatics. – 2024. – Vol. 51, No. 3. – Pp. 621-630. – DOI 10.52575/2687-0932-2024-51-3-621-630. – EDN EFINIC.
  11. Bykanova, N. I. Digital transformation of bank marketing in modern conditions / N. I. Bykanova // Bulletin of the Plekhanov Russian University of Economics. – 2023. – Vol. 20, No. 4(130). – Pp. 227-234. – DOI 10.21686/2413-2829-2023-4-227-234. – EDN EFSVAV.
  12. Pryadko, S. N. Digital Marketing Tools: Application Features and Evaluation of Use Effectiveness / S. N. Pryadko, N. I. Bykanova, S. A. Kucheryavenko // Modern Economy Success. - 2023. - No. 5. - Pp. 35-40. - EDN JPONOQ.
  13. Foreign Experience and Domestic Practice of Bank Marketing Development / N. I. Bykanova, Yu. Yu. Fokina, D. A. Shchitova, P. V. Borisovskaya // Russian Economic Bulletin. - 2023. - Vol. 6, No. 5. - Pp. 306-311. - EDN CZXPTJ.
  14. Bykanova, N. I. Trends in the Banking Industry in the Era of Digital Technology Development / N. I. Bykanova // Scientific Result. Economic Research. – 2022. – Vol. 8, No. 2. – Pp. 107-118. – DOI 10.18413/2409-1634-2022-8-2-0-11. – EDN UNOHKL.
  15. The Impact of the Bank of Russia Key Rate on the Inflation Level in the Belgorod Region under Quarantine Restrictions / N. I. Bykanova, D. A. Polunin, S. V. Garnets, M. A. Vtorova // Financial Business. – 2021. – No. 5(215). – Pp. 22-25. – EDN IHOYPK.
  16. Digital Ruble: Prospects for Implementation and Ways of Integration into the Russian Financial System / O. V. Vaganova, N. I. Bykanova, I. I. Sorokin, D. I. Kononykhin // Economy. Informatics. – 2021. – Vol. 48, No. 3. – P. 507-513. – DOI 10.52575/2687-0932-2021-48-3-507-513. – EDN KIFNBG.