Boris (Buba) Lezhava

Professor in Marketing

Dr. Boris (Buba) Lezhava is the Vice President of Research and Strategic Development at Caucasus University (Georgia). He was the Dean of Caucasus School of Business (CSB), Caucasus University for 9 years (2009 to 2018). He is Professor of Marketing at CSB, Affiliate Professor of Grenoble Ecole de Management and was Affiliated Faculty for the Harvard ‘Microeconomics of Competitiveness' program, Institute for Strategy and Competitiveness, Harvard Business School. He has 17 years of teaching experience.

In 2015-2016, Boris was the member of Accreditation Committee for Higher Educational Institutions at National Center for Educational Quality Enhancement at Ministry of Education and Science of Georgia. In 2014-2015, he was  member of Authorization Committee for Higher Educational Institutions at National Center for Educational Quality Enhancement at Ministry of Education and Science of Georgia.

He has PhD in Marketing from the Joint Program of Georgia State University, Atlanta, USA and Caucasus University and MBA degree from Caucasus School of Business. Apart from the teaching activities, Mr. Lezhava has extensive experience working on the leading positions in the private businesses.  He accumulated sound experience in planning, developing and implementing marketing and PR strategies, as well as developing strategic plans for the organizations like TEXX group – construction and development company (Marketing and PR Director) and Sanguko Group – Feature Film and Advertising Agency (Executive Director).   

His research interests and publications focus on Service Quality, Marketing Strategy and Competitiveness. Boris Lezhava was the team leader of the Georgian National Team at Global Entrepreneurship Monitor project, which assesses entrepreneurial activity, aspirations and attitudes of individuals in Georgia. He was the project initator and editor of the Georgian translation of the book “Marketing: An Introduction” written by P. Kotler and G. Armstron. He has been teaching at numerous universities as a visiting professor.

He acts as an angel investor in Georgia and, at the same time, is the founder of several companies, among which are

  • Ltd. “Guide-U” – universal discount system in Georgia targeted to tourists
  • Ltd. “Gtronik”, which is the official distributor of Biotronik (Cardiovascular products – pacemakers, stents, etc.) and other medical device brand products in Georgia.