title: Companies’ competitiveness in the context of food embargo: Brand orientation of Russian food producers
metadata.name: dc.contributor.author
metadata.value: Kusraeva, O. A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Rebiazina, V. A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2021-08-30T11:50:06Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2021-08-30T11:50:06Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2021-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kusraeva O. A., Rebiazina V. A. 2021. Companies’ competitiveness in the context of food embargo: Brand orientation of Russian food producers. Russian Management Journal 19 (1): 67–96.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu18.2021.103
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/33016
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: In this paper, based on an empirical study of 198 Russian companies-food producers, an attempt
  is made to identify the features of brand orientation realization in the context of the food embargo.
  The data was collected using a questionnaire based on a brand orientation scale, developed
  under the circumstances of the Russian market features. The data collected are analyzed using
  hierarchical and non-hierarchical cluster analysis. As a result of the cluster analysis, a typology
  of Russian companies-food producers is formed, four clusters are identified, differing in
  the level of brand orientation and the specifics of brand management activities: 1. high brand
  orientation, 2. medium brand orientation focused on communication, 3. low brand orientation
  focused on research, 4. no brand orientation. Each cluster is described by eight parameters that
  reflect the characteristics of brand management: the focus of the company's brand management
  activities, brand identity, employees, positioning, brand values, communications, visual identification,
  and performance evaluation. For each cluster, the features and limitations are identified,
  which determines the behavior of the companies in the Russian market. The article also
  defines the marketing features of the Russian food market caused by the introduction of the
  food embargo, reveals a change in the structure of foreign food suppliers to Russia, as well as
  a change in the level of competition among companies operating in the Russian market. In addition,
  the results of the cluster analysis were compared with the data of the TGI Marketing
  Index, which revealed the correlation between the indicators of brand effectiveness and the
  level of brand orientation implementation.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: This research has been conducted within the applied research project “Development of Multifactor Model
  to Improve Innovative Companies Competitiveness in the Digital Transformation Age" as a part of the HSE
  Faculty of Business and Management Research Program (protocol No.5, 19.06.2020) in 2020–2021.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
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: Russian Management Journal;Volume 19; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand orientation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Russian food embargo
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: companies-food producers
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: cluster analysis
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Companies’ competitiveness in the context of food embargo: Brand orientation of Russian food producers
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 67-96.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/33016/1/67-96.pdf
resources.format: Adobe PDF
resources.size: 241,46 kB