...Russian Standard Vodka 1) Understanding the sources of brand equity: What are the sources of the brand equity of the Russian Standard brand? Why was the brand able to enjoy such rapid success in Russia? 2) The value of horizontal brand extensions: Are the banking and vodka business compatible with a single brand? Can a single brand offer a common promise to such seemingly different categories? Is the brand getting diluted or can it benefit from synergies? 3) Managing global branding: Should Russian Standard adapt the positioning of the brand and its marketing mix (name, price, packaging, distribution, communication) or should it try to keep the positioning and marketing that have been successful in Russia, in order to create a consistent global brand? 1) El dueño de la marca Russian Standard tenía en claro 2 objetivos: a) desarrollar una línea original de productos y servicios en múltiples categorías que puedan cubrir calidades y standares internacionales; b) crearía una marca donde los rusos se sintieran identificados tanto localmente como internacionalmente, y convirtiéndola de esta manera en la primer marca Premium de Rusia. Quería que los Rusos se identificaran con la marca y también puedan ser identificados en el mundo con el claim de Made in Rusia. Quería que asocien el vodka en el mundo como originariamente de Rusia, como lo es Coca con USA o Chanel en Francia. Por ende la estrategia de la marca estaba orientada a captar la atención (brand...
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...1- Understanding the sources of brand equity: What are the sources of the brand equity of the Russian Standard brand? Why was the brand able to enjoy such rapid success in Russia?. La estrategia de marca estaba orientada a inicialmente captar la atención (brand awareness) para luego lograr la aceptación del producto por parte de los consumidores rusos. Para esto enfocó su posicionamiento haciendo hincapié en la tradición rusa (lo que está relacionado a su nombre de Russian Standard), en la calidad del producto, en su fórmula. Logró construir una Identidad de Marga fuerte, que fue aceptada por el mercado. Lo anterior fue complementado con las fortalezas en la distribución que ya tenía Roustam Tariko, y con una estrategia de merchandising adecuada, enfocada en que el producto estuviese disponible en los lugares de compra y de consumo. Todos estos factores se combinaron para dar lugar a un rápido crecimiento en el mercado ruso. Considero entonces que los orígenes de su brand equity están sumamente relacionados con la identidad de marca que se logró construir, la cual se apoya fundamentalmente en las tradiciones rusas y en la calidad, y con la estratégica distribución del producto. 2- The value of horizontal brand extensions: Are the banking and vodka businesses compatible with a single brand? Can a single brand offer a common promise to such seemingly different categories? Is the brand getting diluted or can it benefit from synergies? En principio la estrategia de...
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...• Geographically - Biggest country in the world: 17 millions km² - Population: 9th country in the world 143 millions inhabitants - 75% in Asia, 25% in Europe 9th world power, member of the BRICS • Generalities Language: Russian Money: rouble Political system: federal Republic President/government’s president: Vladimir Poutine/Dimitri Medvedev Capital: Moscow Known for: communism, Cold War, USSR (ended in 1991) Principal religion : orthodox religion • Culture - Russian culture had a late development because of the totalitarianism/authoritarianism of its political systems - Known for literature: Dostoïevski, Tolstoï - Theater: Tchekhov - Music: Tchaïkovski, Stravinski - Paint: Kandinsky, Chagall - Danse: Bolchoï - XIXth century: bourgeoisie spoke French fluently. • Traditions and believes - Superstition: you don’t shake a hand through a doorstep - You don’t pour something to drink to someone the hand turned on the outside - A lot of Russians prefer to take a knife and the salt on the table than from your hand - Vodka is the main beverage - In public: Russians aren’t warm, in private sphere it’s the opposite. - They are frank - Don’t kiss women you don’t really know - Celebration’s days France Russia Cultural Essen.als Food and Wine Family Ma.ers Eloquent Discourse Rela8onships—Public and Private Gree.ng Handshakes are common Bisous Address Formalty ...
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...Russian Culture When talking about the culture of Russia, using the ASCOPE method is an accurate approach to get an overview of what the culture consists of and the breakdown of the important factors. ASCOPE an abbreviation for: Area, which is the geographic location or territory of the country. Structures, is a physical location and function that can hinder a military operation: schools, government buildings, mosques and cemeteries. Capabilities, which refer to limitations of key personnel and civilian organization: Health, education and social status. These can also be measured by what they produce. Organization, are categorized by the positive or negative impact of the U.S mission. People, understanding the people are the most important in Counter Insurgency Operations. Learning the people and relating to the people will benefit the country by limiting the mistakes from misunderstandings and will guarantee more accomplished missions. Lastly is Events, which are the cultures religious traditions and holidays or any specific event that is cherished amongst the people (Miles). “Know thy self, know thy enemy. A thousand battles, a thousand victories” (Sun Tzu, The Art of War). So, when looking at Russia it is important to take into consideration the aspects of ASCOPE, especially the people. Russia is located in northern Eurasia, and is considered to be the world’s largest country on the basis of territory. It spans over 17,075,200 kilometers and covers roughly one eighth of...
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...147 million people the business opportunities are just as great as the abundance of raw materials and the landmass of the country. Russia is a unique business opportunity and the first thing that needs to be established before thinking of doing business in Russia is an understanding of its people and their diverse culture. Russia’s turbulent past and breakup of the U.S.S.R. along with the switch to a free market and privately held companies have combined making the people of Russia complicated and cultural diverse. Understanding how these cultural diversities allow for international business to be more successful inside of Russia will allow for the expansion of business and the creation of opportunity for those willing to understand Russian culture. Russia is in a unique position to allow for foreign investment to help grow and stabilize their economy and grow their relationships with foreign countries and investors. It is the investors and businesses responsibility to understand and accept the cultural differences that are encountered during the commission of international business. Keywords: dimensions, culture, business, differences, Global Business Cultural Analysis: Russia Globalization has brought cultural awareness to a new level, instead of diminishing the need for cultural knowledge it has increased the rate by which we have to acquire and understand cultural dimensions. Knowing who you are doing...
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...Rus Wane Equipment Case Study Joint Venture In Russia Michael G Rutkowski Upper Iowa University Abstract Wane Machines Inc. engages in the manufacturing, installation, and maintenance of large scale heating and cooling equipment for office and apartment buildings. In February 1990 a joint venture was formed called Rus Wane Equipment with NLZ, a medium sized factory outside Moscow, that manufactured similar equipment, but of much lower quality. This case shows the difficulties that can arise if a company does not follow the organizational structure, management systems, and the human resources policies of the company. And how changing government legislation in a rapidly changing business environment like Russia, can have serious financial impacts and decline the advantages of a joint venture. This case shows the situations and difficult problems that can arise from a joint venture between Wane Machines, Inc and NLZ the Soviet partner company. Wayne Machines started in New York City and specializes in manufacturing, installing, and maintaining large scale heating and cooling equipment. The corporation is divided into four divisions that unite 50 companies in 160 countries. After exploring markets in Eastern Europe and the Soviet Union a Soviet-Belgian joint venture was formed in February 1990, called Rus Wane Equipment. Rus Wane established another joint venture with a St. Petersburg partner, to install and service its products in Russia. The market potential in the...
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...POL 101 Politics: Comparative Introduction State Role in Development Hypothesis—Development covaries with state capability in complex, population-dense world. Definitions of Key Terms state— territory, population, government, international capacity state capability—delivery of essential functions; providing physical security, efficient institutions to assure rule of law, competent administration development—diversified commons with overlapping, cross-cutting allegiances, interactive networks of communication, invention, production, distribution, innovation, regeneration, sanctioned by performance-linked status quality of life—pervasive literacy, discretionary leisure, opportunities for self-improvement and life-long education, various sets of friends and associates, choice of urban or country life, privacy, with adequate prosperity and technological sophistication to make it all work Comments ● Republic of Kazakhstan: Kazakhstan’s development of immense mineral reserves and massive economic prospective (major foreign investments in oil sector) co-varies with its state capability of efficient administration, primarily from competent leaders, like President Nursultan Nazarbayev. ■ Republic of Latvia: Under the rule of successful and competent administration, Latvia has been able to restore economic growth in times of global hardship, co-varying with its efforts in establishing a status as a world educator in transferring that knowledge to member states...
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...The Russian “Trepak” vs. The Ukrainian “Hopak” The popular FOX TV show “So You Think You Can Dance” began introducing various styles of dance to bring awareness of traditions of other cultures into the mainstream television in the US. In last season’s finale, the two top male dancers, Joshua and Twitch, danced a ‘Russian “trepak”’ while wearing Ukrainian folk costumes and dancing traditional hopak moves. The hopak is the traditional dance of Ukraine. This caused some controversy, and offended those from Ukraine as well as Russia. The dance was choreographed to music from “The Nutcracker”, which raised questions as well. The fact that the composer, Tchaikovsky, who was of Ukrainian origin, used Ukrainian folk melodies in his works does not make them automatically Russian. Just to give a little history, trepak, or hopak was developed and then danced by the Ukrainian Cossacks even before Ukraine was taken over by Russia. The costumes, choreography and music had nothing to do with Russian culture, but instead were tied to Ukrainian traditions. Russians have never danced “trepak” as part of their traditional cultural dance. The fact that the dance was presented as a Russian number was not only an uncharacteristic sign of ignorance, but also insulted many Ukrainians watching everywhere! The “trepak” and hopak are distinct Ukrainian national dances that even the Soviet government never suggested were Russian in origin! Also, it was said that it was “Russian street dancing”...
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...Country Analysis: Russia MBA Fall 2015 International Management in Sport and Entertainment Table of Contents Country Analysis: Russia 1 Introduction 1 Economic Environment 1 Political and Legal Environment 2 Culture 2 Conclusion 6 Country Analysis: Russia Introduction Russia is the world’s largest nation, covering 6,5 million square miles, with a population of 143 million people recorded in 2014. Russia borders European and Asian countries as well as the Pacific and Arctic oceans. In order to make a decision, concerning the market expansion of an organization into Russia, the economic environment as well as the political and legal environment will be analyzed with a focus on the cultural aspects. Economic Environment Russia is one of the BRICS countries (Brazil, Russia, India, China and South Africa), which are projected to be the fastest growing emerging economies, with a combined GDP of $16 trillion. With a GDP of $2.6 trillion, Russia is a leading exporter of natural gas and oil and is the fifth largest economy in the world. Services are the largest sector of the economy and accounts for 58 percent of the GDP. The most important segments in services include wholesale and retail trade, repair of motor vehicles, motorcycles and personal and household goods. This represents 17 percent of total GDP; public administration, health and education (12 percent); real estate (9 percent) and transport storage and communications (7 percent). Industry contributes...
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...were joined with four Russian cosmonauts. The three researches were from Japan, Canada, and Austria. None of the participants spoke English as their first language, however they each communicated in English at varying levels of proficiency during their stay. The replica was no larger than the size of a train car. As part of the study, the researchers were asked to join the Russian cosmonauts for 110 days, after the four Russians had already completed almost half of their 240 days in isolation. Only one female, Judith Lapierre, was invited to participate in the experiment. She had a PhD in public health and social medicine, and had previously conducted isolation research in Antarctica. It should also be mentioned that this would be her fourth trip to Russia enabling her to learn the language. Lapierre claims that the Japanese and Austrian participants viewed her as something favorable. Lapierre created a comfortable environment by rearranging furniture, hanging posters and putting down a tablecloth on the kitchen table. Lapierre explained that the Russians only viewed their environment as something to be endured. It was during a New Year’s Eve party, when an event ensued that created tension between the participants in the study. After drinking vodka, two of the Russian cosmonauts engaged in a fistfight and had to be restrained by the other men. The two involved generally did not cope well with each other even before the incident. Soon after, the Russian commander grabbed Lapierre...
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...regional operations. Nearly all the work force will be recruited in Russia as they understand the culture and will be more capable of opening the market and helping to increase consumer confidence in the product. Another point to consider is that, while recruiting and staffing are a fairly straightforward processes for most American companies, some Russian companies have had to actively search for and recruit employees. In one case, a client seemed surprised that he should spend time and money looking for qualified employees. He assumed that prospective employees would come to him . This is not necessarily the case in Russia and is a good reason why a local person should be on ground handling most of the recruiting and staffing stages. Training and Development - Training and development plan should be outsourced to bring the best based on the business , cultural and political environment of Russia . Performance Management – Forty-four percent of Russian managers spend more than one-tenth of their time managing employees' poor performance, which is much less than in the rest of the world, unlike in Western countries, Russian manager have not established the...
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...DBQ Having lived in multi-national empires in Eastern and Southern Europe during the eighteenth century, the Slavic people began to think about having their own state. Beginning in the early nineteenth century, a movement called Pan-Slavism emerged, which was a movement pushing for just that. In 1848, the movement began to become mainstream and soon became a dominant movement. Many were opposed to Pan-Slavism, however, thus a debate arose which raised political and cultural issues. Those involved in this debate can be placed into four distinct groups: supporters of Pan-Slavic ideals, (Docs 3, 8) those against Pan-Slavism for Nationalist reasons, (Docs 4, 7, 9, 11) Supporters of Pan-Slavism for Imperial reasons, (Docs 1, 2, 5, 6, 10, 13) and those against Pan-Slavism for Empirical reasons. (Docs 11, 14) A discernable change over time is that as time progressed people became more sympathetic to the Slavic people and support for Pan-Slavism increased. Those who identified themselves as Slavs in addition to those who felt that the Slavic people were being oppressed were supporters of Pan-Slavic ideals. (Docs 3, 8) Bronislaw Trentowski, a Polish philosopher, says in a lecture that if he were czar, he would create a Slavic empire and destroy the Ottoman and Austrian empires. (Doc 8) Jan Kollar, a Slovak poet and early advocate of Pan-Slavism, preaches that all Slavs should unite as one nation because that is their true identity. (Doc 3) This opinion is due to a personal bias as...
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...An introduction to Russian: History, culture, and psychotherapy. Elms College Maxim M. Arbuzov Spring 2012 Abstract: On March 15, 2012, I landed in Vladivostok, Russia. I was amazed by the diversity and fast growth of the city since my last visit in 2006. Everything has changed the population has quickly grown, and people from around the world are visiting this place that is economically expanding. I seen family, friends, and professionals, which all knew my academic intentions. I talked a lot about social work and counseling, and more specifically: what would they do in times of crisis? Would they seek help? Where? I interviewed a few people of different age brackets, and they all had the same thing to say, for some odd reason; grab a bottle, head over to your best friends house, that is our therapy session. From this I became very interested in one underdeveloped and not heavily researched topic: psychotherapy and counseling in Russia. Introduction It is rather difficult to understand the status of psychotherapy in Russia nowadays, without background information on its history and culture. Russia among other nations has a long history of war and revolutions, which impacted every sphere of life for their populations. Different nations fell under the umbrella of the former “Soviet Union”, which is why Russia is such an interesting country to study because of the vast diversity. Along with diversity the most interesting part researching Russian Psychotherapy is that...
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...retail chain; Save Money, Live Better and EDLP (Everyday Low Price). Walmart is in 57 countries under multiple banners, but is Walmart right for Russia and if so, is Russia right for Walmart? The Russian People The Russian population stands at a 143 million people across multiple districts and is projected to decrease to 140 million (1.6%) by the year end of 2015. The main point associated with the population decrease is that the death rate of the Russian Federation, which holds 85% of the total population, is increasing at a faster pace than the birth rate. There is a slight increase of people that are migrating to Russia, not enough to outweigh the significant population decreases. Poor health conditions due to alcohol consumption (Vodka) have reduced the male life expectancy is 60 years of age. This has caused there to be a starling 10,000 more deaths than births over the last decade. This is 15 years less than other industrialized nations. It has also been reported that the live birth rate has decreased due to the overwhelming job opportunities for women beginning in the economic downturn of 2008. Russia is an ethnically diverse country. Although almost 81% of Russian citizens identify themselves as ethnic Russians, there are also other ethnic groups. • 3.9% of Russians are Tartars • 1.4% Ukrainians • 1.2% Bashkirs • 1.1% Chuvashs • 1.0% Chechens • 3.9%...
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...Igor Sikorsky’s Flying Empire I am Russian-Ukrainian, from an Eastern Ukrainian city of Ivano-Frankovks. My grandparents from my father’s side are from Russia, and my mother’s side of the family is Ukrainian, thus making me a combination of both. Being Russian in the Eastern part of Ukraine is pretty uncommon, as the eastern part closer to Poland speaks Ukrainian, and the Western part of the country mostly speaks Russian. Ukraine was occupied by Poland and Lithuania in the 14th century. Ukrainian peasants who fled the Polish who forced them into slavery came to be known as Cossacks. The Cossacks created their own colonies and led several uprisings against Polish rule, but ultimately they turned to the Russians for security. The country became one of the republics within the Soviet Union in 1922. Ukraine gained independence after the fall of the Soviet Union in 1991. From the nine years that I lived in Ukraine, and the many summers that I’ve spend there after coming to United States, I’ve come to realize that it’s a very beautiful country, with breath taking Carpathian mountains, and the cold Black Sea. Both Ukrainian, and Russian cosines are delicious, with the cultural menus ranging from borsch to the famous pirogues, and my favorite being blini (also known as crepes). Although Ukraine is a wonderful country to spend summers in, but economically and politically the country is currently not doing very well, especially with the ongoing protests that began last...
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