Case. Uraltrubmash' unique selling proposition: Increasing competitiveness in the Russian b2b market
The case is focused on the main changes in marketing strategy of the 'Uraltrubmash' company which happened due to the implementation of new production technology in 2006. JSC 'Uraltrubmash' is a tube rolling plant, operating in the Russian market since 1994. Modernization of the plant and changes in production technologies allowed the company to offer unique selling proposition to its clients, to differentiate from competitors and find marketing niches in the Russian B2B market, as well as significantly improve the quality of customer service. In 2014, the company is Russia's largest manufacturer of precision tubes, with leading positions in several niche markets. The implementation of new production technology in 2006-2009 resulted in changing of many areas including the plant's marketing strategy and had positive impact on the image of the plant. The objective of the current marketing strategy of 'Uraltrubmash' is aimed at increasing the loyalty of existing customers, capturing new markets in Russia and entering European market. However, at the moment top management of the company is not satisfied with its marketing strategy, as up to now the plant was focused on improving product quality and optimising production processes, while marketing was viewed as a second priority and as a background function. The existing marketing strategy has to be changed as the company plans to enter European market.
Teaching note. Uraltrubmash' unique selling proposition: Increasing competitiveness in the Russian b2b market
, Teaching note. Uraltrubmash' unique selling proposition: Increasing competitiveness in the Russian b2b market / . 2014. No. 514-082-8.
Added: March 6, 2017
The Model of Contemporary Marketing Practices (CMP) in the Russian Market: Evidence from Empirical Research
, , The Model of Contemporary Marketing Practices (CMP) in the Russian Market: Evidence from Empirical Research / 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
, , , Russian Management Journal 2019 Vol. 17 No. 1 P. 71-96
While the field of customer orientation (CO) has been studied extensively since the 1990s, there have hardly been any attempts to revisit the concept for the specifics of B2B markets, especially in the context of emerging economies. This paper explores the peculiarities of B2B firms’ CO on the example of Russia. The empirical survey of 272 Russian B2B ...
Added: August 27, 2019
Limiting and Driving Factors of E-commerce Market Development in Russia: Evidence from an Empirical Mixed-Method Study
, , , Journal of Theoretical and Applied Electronic Commerce Research (Chile) 2018
The role of e-commerce in economic growth is constantly increasing; its development though depends on the configuration of the limiting and driving factors. Emerging markets provide a wide space and numerous opportunities for e-commerce, however they are also associated with specific barriers, limiting the potential for fully exploiting these opportunities. With the internet audience of ...
Added: October 19, 2017
, , Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2017 Т. 16 № 3 С. 398-423
Customer orientation in the emerging markets and its specifics represent a separate field within the marketing research. The purpose of this paper is to explore the real or declared nature of customer orientation of companies operating in the Russian market as an example of the emerging economy. The paper introduces the customer oriented business process ...
Added: October 24, 2017
, , , 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
CEIBS - China Europe International Business School, 2018
Added: March 30, 2018
, , , Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2018 Т. 17 № 1 С. 69-98
The role of e-commerce in the economic growth is constantly increasing; its development though depends on some limiting and driving factors. This paper investigates limiting and driving factors that influence e-commerce market development in Russia from the consumer perspective. To identify limiting and driving factors of the Russian e-commerce market development from the consumer perspective ...
Added: October 19, 2017
Оценка клиентоориентированности компании: разработка комплексной шкалы и ее адаптация к условиям российского рынка
, , , Вестник Московского университета. Серия 6: Экономика 2016 № 6 С. 87-111
Specific features of the emerging markets challenge the use of approaches designed for developed markets in emerging markets. Customer orientation as one of the key concepts of contemporary marketing requires a rethinking in the context of emerging markets. The purpose of the article is to develop a tool for a complex evaluation of the company’s ...
Added: January 19, 2017
Межстрановые особенности управления талантливыми сотрудниками в ИТ-компаниях из стран с развивающимися рынками
, , Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2016 № 3 С. 54-81
The article considers the peculiarities of talent management in Russian, Indian and Chinese companies operating in the field of information technology. Nowadays, organizations from emerging economies face increasing competition, which forces them to seek additional competitive advantages to ensure their leading position in the global environment. Due to this increase in competition and demand for highly qualified personnel in ...
Added: January 26, 2021
Специфика клиентоориентированности компаний на российском рынке: результаты эмпирического исследования
, , , 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
L. : Emerald Group Publishing Limited, 2019
Modeling economic growth in contemporary Russia ...
Added: March 24, 2019
MAKING A MUNDANE CEREMONY INTO A MEANINGFUL ORGANIZATIONAL RITUAL -- RE-DESIGN OF RIBBON-CUTTING CEREMONIES FOR OVERSEAS MANUFACTURING PROJECTS
, MAKING A MUNDANE CEREMONY INTO A MEANINGFUL ORGANIZATIONAL RITUAL -- RE-DESIGN OF RIBBON-CUTTING CEREMONIES FOR OVERSEAS MANUFACTURING PROJECTS / Высшая школа экономики. Series MAN "Management". 2020. No. WP BRP 62/MAN/2020.
According to UNCTAD, the global number of foreign direct investment projects in manufacturing announced in 2018 reached 8049 (UNCTAD, 2019: 9-10). Although the real number of realized projects will be much smaller in 2020-2021 because of the global fall of foreign direct investments (UNCTAD, 2020: xi) the overall number of newly installed factories will be ...
Added: September 22, 2020
, , Monetary policy in an economy sick with Dutch Disease / ЦЭФИР и РЭШ. Series WP101-1 "Научные труды ЦЭФИР и РЭШ". 2007. No. 101.
The paper studies monetary policy in an economy, in which the manufacturing sector is ousted completely by the presence of a large natural resource industry. Thus, the economy produces only non-tradable goods, which can complement or substitute imported goods, and the primary shock to the economy comes from the ”uctuations in the world price of ...
Added: April 22, 2013
, Global Business and Organizational Excellence 2016 Vol. 35 No. 4 P. 44-54
Oriflame CIS, a regional subsidiary of a Swedish beauty and cosmetics company operating in the countries of the former Soviet Union, generated 43 percent of global sales and 62.2 percent of operating profits for the parent company in 2014—despite the fact that markets in Russia and Ukraine were stagnant or declining. Using an attractive remuneration ...
Added: April 5, 2016
, , М. : Издательский дом НИУ ВШЭ, 2017
В аналитическом докладе представлены результаты форсайт-проекта «Исследование глобальных вызовов и долгосрочных тенденций инновационного развития в сфере возобновляемых источников энергии», проведенного ИСИЭЗ НИУ ВШЭ при информационной и финансовой поддержке Группы компаний «Ренова». Исследование было сфокусировано на трех тематических областях: преобразование энергии солнца в электрическую; преобразование энергии ветра в электрическую; преобразование энергетической биомассы в тепловую и электрическую энергию. ...
Added: April 4, 2017
State-controlled "national champions" of the Russian banking market: Concentration, competitiveness, and efficiency
, State-controlled "national champions" of the Russian banking market: Concentration, competitiveness, and efficiency / Social Science Research Network. Series "SSRN Working Paper Series". 2013. No. 2223686.
This paper tries to assess some of the effects from industrial policy of growing state-controlled "national champions" in the Russian banking industry. We look at market concentration and competitiveness and average bank efficiency. A modified method of calculating the indicators of market concentration suggests that main segments of the market have crossed the threshold of high ...
Added: February 25, 2013
, Foresight 2017 Vol. 19 No. 2 P. 139-151
Purpose – The purpose of the study is to present and critically assess the outcomes of the Foresight study of the Russian energy sector, undertaken in 2014 in the course of a large-scale national Foresight exercise – ‘Science and Technology (S&T) Foresight 2030’. Design/methodology/approach - Methods applied in the Foresight study include literature review, statistical, bibliometric ...
Added: January 25, 2017
, International Journal of Culture,Tourism and Hospitality Research 2013 Vol. 7 No. 1 P. 3-10
Purpose – The purpose of this paper is to introduce findings of comparative analysis and various models based on cultural heritage resources to foster regional development. Design/methodology/approach – Comparison of operational schemes, market positions and branding of three successful cultural heritage centers in Germany, Great Britain and Russia demonstrates a variety of regional development models based ...
Added: October 22, 2013
, , How to Implement Category Management in Russian FMCG Retail Chains? The Case of Bonduelle Company / . 2017. No. 517-0194-1.
The case examines the producer–retailer relationships of the Bonduelle company in the Russian fast-moving consumer goods (FMCG) market. The Bonduelle Group is the world's leading company in vegetable processing. This case focuses on the analysis of the Bonduelle experience in category management development in the Russian market. Category management is a process of managing a ...
Added: February 25, 2018
Exports-performance relationship in Russian manufacturing companies: Does foreign ownership play an enhancing role?
, , Baltic Journal of Management 2018 Vol. 13 No. 1 P. 20-40
Purpose - The purpose of this paper is to examine the relationship between export activity and firm performance for a positive impact of foreign direct investments. We also analyse two possible causes of the effect: technology transfer and financial support. The theoretical background is rooted in the resource-based approach taking into account multinational companies’ perspective ...
Added: October 15, 2016
Россия в глобальном мире. Сборник научных трудов 10-й Всероссийской научно-теоретической конференции
СПб. : Издательство Политехнического университета, 2012
Сборник содержит материалы по проблематике: Россия в условиях глобального кризиса: внутренние и внешние угрозы; эволюция взглядов на роль государства в экономии; модель многополюсного мира; преемственность политической власти в России: история и современность; опыт управления развитием по пути национального проектирования; энергетическая безопасность Запада как вызов России; перспективы вступления России в ВТО: экспертные оценки и прогнозы; Россия ...
Added: February 14, 2013
, Russia's Water Resources 2030: Policy Recommendations / National Research University Higher School of Economics. Series WP BRP "Basic research program". 2015. No. 44.
The Foresight study presented in this paper is devoted to the sustainable use of water resources in Russia. The authors analyse possible trajectories of development in the three thematic areas (i) sustainability of water systems; (ii) water use by households and in industry; and (iii) new water products and services. The Foresight methods cover expert interviews ...
Added: August 31, 2015
, , , Foresight 2017 Vol. 19 No. 5 P. 528-540
Purpose – The purpose of the study is to show the technical potentials of a variety of renewable energy sources in Russia, as well as benefits from their deployment including hydrocarbon savings, emission reduction and lower energy cost. Design/methodology/approach – In the paper, Russia is compared with other countries in terms of actual installed capacity ...
Added: September 25, 2017