Consumer orientation towards healthy foods depends on the coordination of companies, public policies area and the consumer’s ability to make choices. At the same time, consumer orientation depends not only on consumer awareness - knowledge and ability to choose foods consciously, but also on the possibility of making this choice, which is ensured by coordinated actions of companies and state. This article discusses approaches to definition of unhealthy and healthy foods, as well as the existing governmental regulations in this area. Based on the review, a model for coordinating multidirectional interests of market players (state, companies and consumers) to ensure the regulation of sales of unhealthy foods has been proposed. The model helps to determine optimal prices and taxes on relevant food products.
This research is focused on the main characteristics of sharing economy as one of the fastdeveloping sectors of 4.0 industry in the world and in Russia. Due to the increasing role of a consumer as one of the key economic agents in the sharing economy, the research is focused on the sharing economy adoption factors on the consumer level. Sharing economy development perspectives and adoption factors, including drivers and impediments the consumers are facing are analyzed in the paper. To identify the factors determining the consumer behavior in the sharing economy in Russia, the quantitative survey with 2576 respondents was conducted. The analysis of empirical data allows to reveal six main factors of sharing economy developing from the consumer perspective: (1) the attitude to the sharing economy, (2) difficulties to start participation in the sharing economy, (3) perceived risks, (4) the role of property, (5) influence of the referent groups, (6) hygienic factors of sharing economy. After the cluster analysis, three consumer clusters were determined: (1) consumers with neutral attitude to the sharing economy, (2) skeptical consumers, (3) competent consumers. The results of the analysis are relevant both for the academic research and for the management practice and allow to make conclusions on the problems and perspectives of the sharing economy development in Russia based on the analysis of the impediments and stimulating development factors (drivers) in the context of the behavioral model of Russian consumers in the sharing economy.
Conceptual foundation of relationship marketing is presented and main definitions of the new approach are classofied. the main focus of the paper is the observaion of models, technics and tools that can be used within the framework of relationship marketing. The special indicators to measure perfprmance and results of relationship marketing are considered and directions for further research presented
The objective of the paper is to analyze the approaches to form the system of relationships with partners used by Russian companies. The system of relationships with partners formation is analyzed on the basis of empirical study of Russian innovative companies. Total sample of the quantitative study resulted in 625 Russian companies. 419 companies were surveyed in 2008 and 206 companies were surveyed in 2010. Main results of the empirical research are presented in the paper.
Consumer food choice is based on many factors. As income-related restrictions decrease, the range of factors ceases to be limited only by price factors and is complemented by a number of non-price factors. The article provides a critical literature review of internal and external factors affecting consumer choice, including the proposed transformation of the composition and priority of factors in an economic recession and pandemic. As a result, authors obtain classification with factors considered in terms of declared, behavioral and physiological types of information. The allocation of various information types allows to focus on factors that require additional research using different methods of information collection. Specific factors that influence the food choice among youth, which are necessary for the formation and adjustment of food habits during adulthood, are considered separately. The authors propose a starting point for a comparative analysis of the factors influencing the consumers food choice, particularly in case of rapid environmental changes. In the article, a new research agenda, requires additional discussion and attention, is proposed and structured. The results could be useful for brand manufacturers and retailers developing their marketing strategies, as well as for adjusting government restrictions on the consumption of unhealthy and stimulating healthy foods.
Projects on the introduction and development of customer relationship management (CRM) remain one of the most demanded in the practice of modern enterprises. In case of their successful implementation, companies manage to significantly increase the level of loyalty of their most valuable customers, as well as improve their market position and financial performance. At the same time, a well-known fact is a high share of unsuccessful implementations of this kind of projects in various industries, which is largely due to the inadequate elaboration of strategic aspects of CRM implementation. The article presents analysis of data obtained during the realization of dozens of consulting projects on the development of CRM strategies for Russian companies. In each project the study (in the form of interviews) was conducted among the decision makers on the issues of CRM. The obtained results allow assessing the general level of interest of Russian companies in the development of strategic aspects of CRM, as well as identifying existing problems in this area. In addition, they should draw the attention of Russian company executives to the need for detailed study of the strategic component of CRM and to increase the expert level of the staff responsible for its implementation
The aim of this study is to investigate the relationship between talent management and absorptive capacity of Russian companies. Specifically, the paper discusses the theoretical framework, which demonstrates how talent attraction, development and retention are related to absorptive capacity dimensions, namely knowledge acquisition and assimilation (referred to as potential absorptive capacity), and knowledge transformation and exploitation (referred to as realized absorptive capacity). The paper suggests a number of testable hypotheses and via multiple linear regression analyzes 60 Russian companies showing the applicability of the proposed framework. Consequently, the research proves the important role of talent management practices, specifically talent development, in developing absorptive capacity dimensions in Russian context.
This article is a case study of the bankruptcy of the Russian passenger aviation company “Transaero” that took place in 2015 aimed to reveal the preferences of creditors of financially distressed companies between formal bankruptcy and restructuring. We tested the hypothesis that the creditors of Transaero have chosen its bankruptcy because its liquidation value was significantly higher than its going concern value. Firstly we derived the equations of the market value of civil airplanes by plane type depending on their age based on the information gathered from the announcements of the plane sales. At the next step we calculated the market value of Transaero’s fleet. According to our estimate the liquation of the company will lead to the 75% debt recovery for its debt holders. Then we modelled the hypothetic restructuring that included asset sales and return of a number of planes in financial lease to the leasing companies, and in total we got rid of 35 planes. This restricting could bring the debt down by 22% but under no future cash flow scenario the company would be able to serve its debt. The enterprise value of Transaero as a going concern is less than its liquidation value and the value of its equity is negative. The future cash flow to the firm is less than annuity payments needed to serve and to pay out debt. In case of restructuring the losses of creditors would have been in the range of 60% to 78%. Thus, we concluded that the choice of the creditors was rational.
The article studies entrepreneurial activity in Russia. In order to select the most relevant areas for analysis at the country level, an overview of current research on entrepreneurial activity is presented. It includes the analysis of opportunities and constraints of the Global Entrepreneurship Monitoring (GEM) project, which has a unique, annually updated database that is used to comprehensively study entrepreneurship at the national and global levels. The article analyzes the dynamics of the level of entrepreneurial activity, the aspirations of entrepreneurs, the attitude to entrepreneurship in the society, the assessment of the factors that impede and stimulate entrepreneurial activity in Russia, as well as the changes that occurred between 2006 and 2016. It gives the possibility to assess the sustainability of the main indicators of entrepreneurial activity and the main trends in entrepreneurship development.
The article investigates entrepreneurial intentions factors in Russia. The empirical analysis is based on Global Entrepreneurship Monitor data. GEM methodology for survey uses a multistage, stratified, probabilistic sample of 2029 respondents to represent the adult population of Russia between the age 18 and 64 years. The models of binary choice are applied to reveal the factors of entrepreneurial intentions. The results demonstrate that it is hard to predict intentions on the base of socio-demographic characteristics. At the same time perception of having appropriate knowlege and skills to undertake entrepreneurial activity, individual's acquaintance with someone who has opened a business, the previous entrepreneurial experience and assessment of environmental favorability for starting up a business in the locality where the respondent lives determine entrepreneurial intentions in Russia.
The paper explores practical issues of using price discrimination in the markets of new apart-ments. First, we discuss various strategies of price discrimination which may be applied by construction companies to increase revenue (i. e. discrimination by observable characteristics or by self-selection). then we suggest an approach for empirical estimation of possibility of price discrimination in this market, based on the survey of real buyers of apartments. Finally we present results of the pilot application of this approach on the basis of a construction company in St. Petersburg and suggest the next steps for development of this approach.