Caso Russian Standard Vodka 1) Entendiendo las causas del valor de la marca: ¿Cuáles son las causas del valor de la marca Russian Standard? ¿Porqué fue la marca capaz de conseguir un suceso tan rápido en Rusia? La firma logró, con el asesoramiento de las principales firmas de marketing mundiales y a través de una intensa investigación de mercado, conocer el cliente Ruso y hacerlo sentir identificado con la marca. Logró transmitir el concepto de que Russian Standard era representativo de las
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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:
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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
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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
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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:
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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
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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
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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
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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
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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
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