UDC 005.7
LBC 65стд1-21
M24
S. Starov, PhD, Professor, Department of Marketing,
Graduate School of Management, Saint-Petersburg State University;
V. Evseev, PhD, Executive Director, Association of Managers
National Research University Higher School of Economics
R e v i e w e r s :
Recommended for publication by the Academic Council
of the Graduate School of Business,
M. Akim, V. Boltrukevich, E. Buzulukova, L. Cheglakova, A. Demin,
M. Dvoryashina, A. Gabrielov, N. Guseva, S. Kiselev, M. Maron,
G. Minnigaleeva, Y. Morozov, U. Podverbnykh, N. Pushkareva,
S. Smeltsova, I. Tsarkov, T. Vetrova, O. Zelenova
A u t h o r s :
S. Kushch, Doctor of Sciences, Professor, Deputy Dean for Research,
HSE Graduate School of Business
E d i t e d b y
M24
Management practices of Russian companies : in 2 vols. Vol. 2 / M. Akim et al. ; ed. by
S. Kushch ; National Research University Higher School of Economics. — 2nd ed.,
electronic. — 1 file pdf : 111 p. — Moscow : HSE Publishing House, 2023. — (Cases from the
collection of the HSE Graduate School of Business). — System requirements: Adobe Reader
XI or Adobe Digital Editions 4.5 ; screen 10". — Text : electronic.
ISBN 978-5-7598-2816-7 (vol. 2)
ISBN 978-5-7598-2815-0
The HSE Graduate School of Business continues to support the initiative of involving the faculty
members into the case studies development. The second group of GSB professors has completed the
certification program in case writing from The Case Centre, one of the top case clearing houses. The cases
included into this volume explore a spectrum of managerial challenges from a multidisciplinary angle.
The collection is intended for professors and business school students, as well as for managers
who are interested in understanding the peculiarities of modern Russian business and the specifi cs of
managerial approaches of international companies operating in Russia.
UDC 005.7
LBC 65стд1-21
Electronic edition based on the printed edition: Management practices of Russian companies : in 2 vols. Vol. 2 /
M. Akim et al. ; ed. by S. Kushch ; National Research University Higher School of Economics. — Moscow : HSE Publishing
House, 2022. — 108 p. — (Cases from the collection of the HSE Graduate School of Business). — ISBN 978-5-75982736-8.
— Text : direct.
ISBN 978-5-7598-2816-7 (vol. 2)
ISBN 978-5-7598-2815-0
© National Research University
Higher School of Economics, 2022
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CONTENTS
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
N. Guseva, M. Dvoryashina
AEROFLOT: HOW HIGH AND WHERE TO FLY? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
G. Minnigaleeva, M. Maron
FOOD ROAD TO YANDEX: WHAT DOES A FOOD TECH STARTUP
DO TO BECOME A PART OF A NATIONAL IT GIANT? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
S. Kiselev, O. Zelenova
IS THE CUSTOMER ALWAYS RIGHT? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
M. Akim, V. Boltrukevich
SUPRA: GEORGIAN RESTAURANT IN VLADIVOSTOK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Y. Morozova, A. Demin
PUSHKIN MUSEUM’S VALUE: LOOKING FOR TOMORROW . . . . . . . . . . . . . . . . . . . . . . . 49
I. Tsarkov, A. Gabrielov
WINNERS AND LOSERS, OR WERE THE TERMS OF SBERBANK
AND YANDEX’S DIVORCE MUTUALLY BENEFICIAL? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
L. Cheglakova, U. Podverbnykh, N. Pushkareva
WHEN THE WAYS WE WORK DO NOT WORK, WHAT DO WE DO?
RAISING THE BAR OF TALENT MANAGEMENT AT ABBVIE, RUSSIA, AND CIS . . . . . . . . . . 71
S. Smeltsova, A. Demin
INNOVATION STUDIO: ON THE THRESHOLD OF A NEW MARKET . . . . . . . . . . . . . . . . . . . 81
T. Vetrova, E. Buzulukova
CONQUERING A YOUNGER AUDIENCE: THE CASE OF GILLETTE IN RUSSIA . . . . . . . . . . 91
T. Vetrova
STRENGTHENING MARKET POSITION WITH THE HELP OF SHARING TARIFF:
THE CASE OF MEGAFON . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
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