title: A study on brand competitiveness: A comparative analysis of European and Korean auto brands in the Russian automotive industry
metadata.name: dc.contributor.author
metadata.value: Lee, Han-Sol
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Chernikov, Sergey U.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Degtereva, Ekaterina A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Zobov, Alexander M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2024-03-27T18:07:17Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2024-03-27T18:07:17Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2024-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Lee, Han-Sol, Chernikov, S. U., Degtereva, E. A. and Zobov, A. M. (2024) ‘A study on brand competitiveness: A comparative analysis of European and Korean auto brands in the Russian automotive industry’, St. Petersburg University Journal of Economic Studies, 40 (1), pp. 58–79. https://doi.org/10.21638/spbu05.2024.103
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu05.2024.103
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/45147
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: This study compares brand competitiveness of European and Korean auto brands in the Russian
  automotive market based on cross-sectional datasets for 42 auto brands in Russia of the
  year 2022. The econometric models (OLS, WLS, and Robust least squares) are constructed by
  employing a theoretical frame of Porter’s diamond model. The results of the regression analysis
  allowed us to get to the conclusion that product diversification, accessibility to dealers (or retail
  shop) and active social media marketing are critical factors to promote auto sales in the Russian
  market. Based on the comparison, we can draw two important conclusions. First, Korean auto
  brands are ahead of the European auto brands in value chain management as they have a huge
  pool of dealers and maximize contact with potential Russian customers. Secondly, the German
  auto brands lead when it comes to product diversification and social media marketing. However,
  Korean auto brands are not behind based on those criteria compared to the average European
  auto brand, and take an above average-middling position. From the outstanding performance
  of Korean auto brands in the Russian market especially, it seems that securing numerous retail
  channels is particularly crucial. The results of this study are helpful for national and international
  automotives companies to create business strategies in the Russian automotive industry.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: St Petersburg University Journal of Economic Studies;Volume 40; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: Russian automotive industry
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: emerging market
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: competitive advantages
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: international business
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: factors of competition
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Porter’s diamond model
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: cross-sectional analysis
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: A study on brand competitiveness: A comparative analysis of European and Korean auto brands in the Russian automotive industry
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 03.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/45147/1/03.pdf
resources.format: Adobe PDF
resources.size: 1,68 MB