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Сравнительный анализ современных маркетинговых практик на развивающихся рынках
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Publication based on the results of:
In book
СПб. : Отдел оперативной полиграфии НИУ ВШЭ – Санкт-Петербург, 2013
Vera A. Rebiazina, Olga A. Tretyak, / Высшая школа экономики. Series MAN "Management". 2014. No. WP BRP 21/MAN/2014.
Previous research has shown that emerging markets represent a significant part of the world economy and are expanding their share. However, they are still not well examined in the marketing field. Russia is especially neglected in the academic discussion of overall marketing strategy. Previous research indicates that the model of “Contemporary marketing practices” (CMP) is ...
Added: October 6, 2014
Libman A., Dolgopyatova T. G., Yakovlev A. A., / Высшая школа экономики. Series MAN "Management". 2014. No. 29.
This paper investigates the role of boards in founder-managed firms with concentrated ownership in emerging markets. The existing literature suggests that this type of company, even if they decide to recruit high-profile individuals as directors, rarely empowers the boards in the corporate governance structure. The paper conducts a case study of AFK Sistema—a large Russian ...
Added: December 26, 2014
Gubareva Mariya, Borges M. R., Annals of Operations Research 2021 P. 1-29
This study addresses interest rate sensitivity of emerging market corporate debt. Previous research suggests that interest rate sensitivity of corporate bonds depends on residual maturity of issues, creditworthiness of issuers, embedded options and other idiosyncratic factors. However, the dependence of interest rate sensitivity on phases of the business cycle has not received an appropriate academic ...
Added: September 22, 2021
Pirogov N., Волкова Н. Н., Корпоративные финансы 2009 Т. 12 № 4 С. 57-78
В статье представлены результаты эмпирического исследования дивидендной политики компаний таких крупных развивающихся рынков, как Россия, Индия и Китай, в период с 1995-го по 2008 год. Результаты исследования показали, что дивидендная политика каждого развивающегося рынка индивидуальна и ключевые драйверы в ее определении различны. Дивидендная политика компаний в до- и посткризисные периоды (дефолт в России в 1998 ...
Added: November 14, 2012
Libman A., Dolgopyatova T. G., Yakovlev A. A., Journal of Management Inquiry 2020 Vol. 29 No. 2 P. 188-205
This article investigates the role of boards in founder-managed firms with concentrated ownership in emerging markets. The literature frequently suggests that in this type of companies, boards have little influence on the corporate decision making. The article conducts a case study of AFK Sistema—a large Russian founder-managed firm with concentrated ownership. We observe that, contrary to the expectations, in this company, the founder provided ...
Added: April 23, 2018
Ivashkovskaya I., Stepanova A. N., Kokoreva M. S., М. : ИНФРА-М, 2015
В монографии обосновывается и развивается новый подход к изучению фирмы и принимаемых в ней финансовых решений. Насколько драйверы эффективности компаний на практике соответствуют теоретическим представлениям о формировании корпоративной эффективности? Есть ли существенные различия между драйверами эффективности на развитых и развивающихся рынках? Нужно ли управлять структурой собственности компаний? Можно ли оптимизировать структуру капитала в отрыве от ...
Added: October 25, 2013
Guseva O., Stepanova A. N., Journal of Corporate Finance Research 2019 Vol. 13 No. 1 P. 107-119
In this paper, the authors focus on two primary governance mechanisms which can be considered as sources of support for startup companies: the company’s ownership contingent and the company’s management personnel. Based on descriptive statistics from a sample of 416 Skolkovo start-ups from the ‘Nuclear’ and ‘Space’ clusters, and a Start-up-Barometer survey of 300 IT-entrepreneurs, ...
Added: August 28, 2019
Tretyak O., Лагутаева Д. А., Маркетинг и маркетинговые исследования 2015 № 6 С. 412-425
The paper examines whether difference between transactional and relationship marketing can be used for marketing practices classifications in Russia. As a result of empirical research we provide the typology of contemporary marketing practices in Russia and characterize the profiles of the clusters in details. Besides that the connections between marketing activities and financial performances of the ...
Added: December 4, 2015
Oyner O. K., Panteleeva E., Управленец 2019 Т. 10 № 2 С. 11-20
The research provides the theoretical ground of customer centricity attributes and discusses their popularity among FMCG companies in Russia. The methodology rests upon theoretical principles of strategic marketing, the findings of the studies conducted by global consulting agencies and holding marketing research. In academic publications, there is still no single approach to understanding the concept ...
Added: May 16, 2019
Galitsky E., Galitskaya E., Dolgova M. V. et al., М. : ГЭОТАР-Медиа, 2012
Данный учебник соответствует содержанию лучшей (по рейтингу Гильдии маркетологов России в 2007-2010 гг.) бакалаврской программы подготовки профессиональных маркетологов в Национальном исследовательском университете "Высшая школа экономики". Авторы учебника - ведущие преподаватели Департамента маркетинга Высшей школы экономики и специалисты-практики. В книге рассматриваются основные проблемы и инструменты современного маркетинга, что создает базовую основу для последующего освоения магистерских программ ...
Added: July 24, 2012
Gulakova O., Rebiazina V. A., Смирнова М. М., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2015 № 4 С. 39-73
The purpose of this paper is to broaden current view of customer orientation by exploring the specific forms of customer orientation in the Russian market. The investigation of the particularities of the customer orientation in Russia is in line with the current trends in marketing theory and instrument development and their adaptation to emerging markets. ...
Added: February 12, 2016
Pirogov N., Бобрышев Н. А., Корпоративные финансы 2009 Т. 10 № 2 С. 40-56
Статья представляет результаты эмпирического исследования агентских издержек на российском и восточноевропейском рынках. В качестве измерителей агентских издержек внутри компании выступают прокси-переменные, которые позволяют измерить влияние структуры собственности, состава совета директоров и банковского мониторинга. Результаты, полученные на выборке, состоящей из 131 компании, позволяют сделать выводы о том, что определенные аспекты агентской теории справедливы для российских компаний. ...
Added: November 7, 2012
Lagutaeva D., Grigoriev A., Tretyak O., Madrid : [б.и.], 2018
The contemporary marketing practices methodology (CMP) attracts attention of a substantial number of researchers in the field of strategic marketing. In the past two decades there were more than fifty papers published in peer-reviewed outlets addressing the analytics of usage of contemporary marketing practices in a variety of countries and industries. In this note we ...
Added: September 16, 2018
Muravskii D., Snezhana Muravskaia, Romanova E. et al., Emerald Emerging Markets Case Studies 2020 Vol. 10 No. 4 P. 1-12
This study enables to critically assess: what constitutes the consequences of a financial crisis to a multi-national enterprise operating in the emerging market of Russia; the decision-making processes behind crisis management and the corresponding search for informational grounds to be used as decision justification; and the role of sustainable development in times of crisis.
Case overview/synopsis
During ...
Added: November 26, 2020
Smirnova M., Rebiazina V. A., Frosen J., Journal of Business Research 2018 Vol. 86 No. C P. 457-467
This study revisits one of the most widely used concepts in marketing - customer orientation (CO) - in the context of the Russian emerging market. Analysis of three sets of survey data, combined with insights from in-depth interviews with industry experts, suggest that customer orientation in the Russian market consists of two distinct dimensions: customer-centric ...
Added: February 25, 2018
Shirokova G., Богатырева К. А., Беляева Т. В., Форсайт 2015 Т. 9 № 3 С. 6-25
В статье анализируется связь между отдельными компонентами предпринимательской ориентации инновационностью, проактивностью и готовностью к риску и результатами деятельности российских малых и средних предприятий. Уточнена роль предпринимательской ориентации в достижении фирмой лучших показателей в условиях развивающегося рынка с учетом факторов внешней среды. Выводы подкреплены данными опроса руководителей российских малых и средних компаний разных секторов, обработанными с применением метода моделирования структурными уравнениями. По итогам обследования более чем ...
Added: February 7, 2023
Rebiazina V. A., Smirnova M. M., Daviy A., Russian Management Journal 2020 Vol. 18 No. 1 P. 5-28
E-commerce market development depends on the configuration of factors which both enable its further development, but might as well hinder its adoption by consumers. In particular, emerging markets provide numerous opportunities for e-commerce; however, they are also associated with specific barriers, limiting the potential for fully exploiting these opportunities. With an Internet audience of 93 ...
Added: May 19, 2020
Oxford : Oxford University Press, 2019
Emerging Markets are the primary source of growth for business in the 21st century. This makes an understanding of managing businesses in emerging markets a fundamental building block for competing in today's global economy. This book's approach is to identify key elements of the business systems and competition in emerging markets around the world, and ...
Added: March 28, 2023
Lagutaeva D., В кн. : GSOM Emerging Markets Conference: Business and Government Perspectives. : St. Petersburg : ., 2014. С. 786-794.
This paper explores the connection between marketing practices and financial indicators in the Russian emerging market, based on the methodology known as Contemporary marketing practices project (CMP) developed at Auckland University, which helps to generalize marketing practices and classify them.
Extending current research, I identify the marketing styles that are associated with best financial practices at ...
Added: March 11, 2016
Gubareva M., Umar Z., Sokolova T. et al., Applied Economics 2022 Vol. 54 No. 18 P. 2067-2076
We investigate how Covid-19 affects the emerging market (EM) bonds by analysing, on a standalone basis, investment grade (IG) and high yield (HY) debt per type of issuer. We document evidence that the option-adjusted spreads (OAS) of the IG and HY financials have recovered to the pre-Covid levels by the end of year 2020, while ...
Added: October 12, 2021
Bykova A., Molodchik M., Шамилова Е. Г., Прикладная эконометрика 2017 № 45 С. 50-74
This study is devoted to the analysis of ownership concentration as the mechanism of corporate governance and its impact on corporate performance. We estimated the concentration through the Herfindahl-Hirshman Index, whereas corporate performance indicators are measured trough ROA and Tobin’s Q. Based on the data of Russian public companies during 2004-2013 years, we found out ...
Added: February 21, 2017
Tretyak O., Rebiazina V. A., Rozhkov A., В кн. : XIV Апрельская международная научная конференция по проблемам развития экономики и общества: в 4-х книгах. Книга 3. : М. : Издательский дом НИУ ВШЭ, 2014. С. 291-299.
Данное исследование посвящено анализу современных маркетинговых практик и выявлению распространенности их основных типов на российском рынке. Как и на многих развивающихся рынках, в России распространено копирование маркетинговых стратегий и практик, которые используются компаниями на развитых рынках. В то же время очень многие маркетинговые стратегии, инструменты, метрики и технологии, разработанные на развитых рынках, не всегда применимы ...
Added: April 1, 2014
Лагутаева Д. А., В кн. : Современный менеджмент: проблемы, гипотезы, исследования. Вып.6 [Электронный ресурс]: Сборник научных трудов. : М. : Издательский дом НИУ ВШЭ, 2015.
In recent decades, the interest in research emerging markets is actively growing. Companies in emerging markets (such as Russia) copy the business models of companies in developed markets, but this behaviour does not lead to the same results. Companies should use a different path of development, thus researches goal is to highlight the features of ...
Added: October 23, 2014
Umar Z., Gubareva M., Sokolova T., Plos One 2021 Vol. 16 No. 7 Article e0253791
This paper analyses the influence of the Covid-19 coverage by the social media upon the shape of the sovereign yield curves of the five major developing countries, namely Federative Republic of B razil, Russian Federation, Republic of India, People’s Republic of China, and the Republic of South Africa (BRICS). The coherenc e between the level, ...
Added: September 22, 2021