Holder of several prestigious international academic awards, including Fulbright (2007–2009), Quebec Fund (2011–2013), Australian Endeavour (2012–2013) and SOROS research grant (2013–2014), Dr Grincheva travelled around the world to conduct research on digital diplomacy. Focusing on new museology and social media technologies, she has successfully implemented a number of research projects on the 'diplomatic' uses of new media by the largest internationally recognised museums around the world. Currently, she is working on two publication projects contracted by Routledge. The first book, Branding the Global Guggenheim: Cultural Diplomacy in the Neoliberal Age, explores franchising museum practices as new avenues for contemporary institutional diplomacy. The second monograph forthcoming in 2018, Museum Diplomacy in the Digital Age, will analyse online museum spaces as sites of social activism and digital diplomacy through six case studies of the world museums in North America, Europe and Asia-Pacific.