Бренд-ориентированность компании: разработка и тестирование шкалы измерения на примере российского потребительского рынка
Th e paper deals with the analysis of the existing approaches to brand orientation operationalization. Th is research aims to develop and test on empirical data the scale for refl ecting the level of brand orientation development in Russian companies. For this purpose, a mixed empirical study was conducted, consisting of the sequential use of qualitative and quantitative methods. Th e qualitative research was conducted on the basis of in-depth interviews with fi ft een representatives of Russian companies, and the quantitative research as an online survey – on the sample of 213 Russian companies. As a result, the scale of four groups of indicators measuring brand orientation in four directions was formed: the strategic importance of the brand for a company, the communication activity of a company, the analysis of the behavior of a company’s competitors and the use of internal branding in a company. A distinguishing feature of the resulting brand orientation scale lies in refl ecting and measuring both components of brand orientation, specifi cally, strategy and tactics. Th e proposed approach makes it possible to assess the level of the company’s processes development aimed at the formation of brand orientation, both from the point of view of building activities around the brand values and using the brand as a strategic asset, and the specifi c methods, tools and implementation methods. Th e obtained fi ndings can be used by Russian companies in the development of a business strategy and in studies on measuring the level of brand orientation, identifying the brand management features in terms of philosophical and behavioral approaches to brand orientation and their harmonious integration within an organization.
The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
This article is devoted to the analysis of the key elements of marketing strategies of the Private Wealth Management on the world market. In the article the trends in the traditional product line arisen from the recent crises and the widespread of the principle of «open architecture» are identified. There is also a short description of types of brand creation in Private Wealth Management. The main business models affecting the distribution channels of Private Banking services are considered, and the main approaches to the pricing on the market of Private Banking are presented.
This tutor and exercise book discusses the key concepts and tools of modern marketing, and is closely associated with all aspects of management in modern companies. Management policy details and the mechanisms for the use of marketing techniques to increase the capitalization of the business are reviewed as well as effective management of the product portfolio, effective brands creation and and brand portfolio management, and also the evaluation methods to measure the effect of marketing programs. The principles of creating well controlled structures of marketing in services companies, customer-oriented business development, modern approaches to segmenting the consumer and product customization yet new methods and technologies of marketing using information technologies of the XXI century are also examined in present book.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
портовый менеджмент, показатели деятельности, анализ эффективности, система учета, распределение издержек, методы анализа деятельности портовой системы
At present many industries reveal tendency for setting up of vertically integrated companies (VIC) the structure of which unites all technological processes. This tendency proved its efficiency in oil industry where coordination of all successive stages of technological process, namely, oil prospecting and production -oil transportation - oil processing - oil chemistry - oil products and oil chemicals marketing, is necessary. The article considers specific features of introduction of "personnel management" module at enterprises of oil and gas industry.
vertically integrated companies; personnel management