title: Asahi Beer Enters the Russian Market
metadata.name: dc.contributor.author
metadata.value: Starov, Sergei A.
metadata.name: dc.contributor.author
metadata.value: Gladkikh, Igor V.
metadata.name: dc.contributor.author
metadata.value: Matsuno, K.
metadata.name: dc.date.accessioned
metadata.value: 2014-03-05T20:18:55Z
metadata.name: dc.date.accessioned
metadata.value: 2014-03-17T05:42:07Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2014-03-05T20:18:55Z
metadata.name: dc.date.available
metadata.value: 2014-03-17T05:42:07Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2011
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/724
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/724
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: On 13 March 2008, Baltika Breweries, the leader in the Russian beer market, and Asahi Breweries, Ltd (Japan) signed a licensing agreement on production and sales of Asahi Super Dry. The case provides the background of Russian beer market, the Asahi Super Dry, and the two partners, Baltika and Asahi, that attempt to penetrate into the growing import beer market. What would be the opportunities and challenges for Baltika with the Asahi Super Dry in Russia? How should the brand be positioned in the Russian market and what should the brand identity be based on? What would be the effect of the country of origin factor in promoting the brand? This case was jointly developed by the Graduate School of Management (GSOM), St. Petersburg University and Babson College. This case has been featured on the ecch website, click to view the article.
metadata.lang: ru
metadata.name: dc.language.iso
metadata.value: English
metadata.lang: ru
metadata.name: dc.publisher
metadata.value: ECCH; Graduate School of Management, Saint Petersburg State University
metadata.name: dc.relation.ispartofseries
metadata.value: 088-C11
metadata.name: dc.title
metadata.value: Asahi Beer Enters the Russian Market
metadata.lang: ru
metadata.name: dc.type
metadata.value: Other
metadata.lang: ru
metadata.name: dc.contributor.altauthor
metadata.value: Старов, С. А.
metadata.name: dc.contributor.altauthor
metadata.value: Гладких, И. В.
metadata.name: dc.contributor.altauthor
metadata.value: Мацуно, К.