How to Create Competitive Organization: Leveraging Strategic Capabilities in Russia
What core strategic capabilities should multinational and domestic firms possess to create competitive organization in Russia? In this paper, we try to answer this question with our pilot case study of six firms operating in the Russian high-tech, low-tech and services markets - four global companies, and two Russian. Our research shows that customer orientation is the crucial strategic capability, highlighted by all of the firms involved in the research. For multinational and high-tech players, this is followed by research and development, mentioned by two thirds of the respondents. Moreover, the four multinational companies leverage their strategic capabilities of cross-cultural management and general sales capabilities as keys for their success in Russia. Russian firms emphasize importance of entrepreneurship, understanding local customer needs, and an engaged team as strategic capabilities that particularly differentiate them from the multinational players in the Russian market.