UDC 005.7
LBC 65стд1-21
M69
Recommended for publication by the Academic Council of the Graduate School of Business,
National Research University Higher School of Economics
S. Smirnova, PhD, Associate Professor, Head of Department of Marketing,
Graduate School of Management, Saint-Petersburg State University;
I. Melnik, PhD, Director for Innovations, X5 Group
R e v i e w e r s :
P. Artamoshina, A. Vinogradov, M. Gorgisheli, T. Grishchenko, Y. Zelenkov,
A. Ivanova, E. Ivanova, O. Isaeva, A. Lebedev, A. Likhachev, N. Milovantseva,
O. Mondrus, A. Osipova, O. Osipova, E. Panteleeva, V. Rebiazina, A. Rozhkov,
V. Silchev, A. Stepanov, A. Sterligova
A u t h o r s :
S. Kushch, Doctor of Sciences, Professor, Deputy Dean,
HSE Graduate School of Business
E d i t e d b y
M69
Management practices of Russian companies : in 2 vols. Vol. 1 / P. Artamoshina et al. ;
ed. by S. Kushch ; National Research University Higher School of Economics, Graduate
School of Business. — 2nd ed., electronic. — 1 file pdf : 116 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 978-5-7598-2485-5 (vol. 1)
ISBN 978-5-7598-2815-0
This collection of compact cases on management practices in Russian companies was produced
by professors of HSE Graduate School of Business and other units of HSE University and resulted from
a joint project between HSE GSB and The Case Centre, the one of the top case clearing houses globally.
The cases in this volume reflect on a wide range of the current issues in business management, such
as Strategic Management, Business Innovation, Supply Chain Management, Brand Management, ESG
and Business Ethics, Talent Mana gement, Entrepreneurship, as well as doing business during the
COVID-19 pandemic.
UDC 005.7
LBC 65стд1-21
Electronic edition based on the printed edition: Management practices of Russian companies : in 2 vols. Vol. 1 /
P. Artamoshina et al. ; ed. by S. Kushch ; National Research University Higher School of Economics, Graduate School
of Business. — Moscow : HSE Publishing House, 2022. — 120 p. — (Cases from the collection of the HSE Graduate
School of Business). — ISBN 978-5-7598-2688-0. — Text : direct.
This case collection is recommended for students, participants and faculty of various programs in
management — from Bachelor and Master to MBA and Executive Education.
ISBN 978-5-7598-2485-5 (vol. 1)
ISBN 978-5-7598-2815-0
© National Research University
Higher School of Economics, 2022
Стр.3
CONTENTS
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
E. Ivanova, N. Milovantseva
CIRCULAR ECONOMY DILEMMA AT BIOFOODLAB: HOW TO STAY FAIR,
HEALTHY AND GREEN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
V. Rebiazina, A. Rozhkov
RELOADING THE KALASHNIKOV BRAND IMAGE, HIT OR MISS . . . . . . . . . . . . . . . . . . . . . 19
O. Mondrus, A. Osipova
CRACKING CROC’S TALENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
E. Panteleeva, A. Lebedev
50 SHADES OF GREEN: THE RE-POSITIONING OF PEREKRESTOK
IN THE GROCERY SUPERMARKET SECTOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
A. Sterligova, M. Gorgisheli
JOOM — CHALLENGE TO THE AMAZON . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
T. Grishchenko, P. Artamoshina
WHICH PERSONA? APPLYING ARTIFICIAL INTELLIGENCE TECHNOLOGIES
AND DIGITALIZATION TO TRANSFORM THE FASHION INDUSTRY . . . . . . . . . . . . . . . . . 67
O. Isaeva, O. Osipova
ORGANIZATIONAL CHANGE MANAGEMENT IN PAŞ ABAHÇ E-RUSSIA:
MOVING UPSTREAM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
A. Vinogradov, A. Ivanova
GAINING COMPETITIVE ADVANTAGE IN THE E-GROCERY MARKET IN MOSCOW:
VKUSVILL’S RESPONSE TO THE CORONAVIRUS PANDEMIC . . . . . . . . . . . . . . . . . . . . . . 91
Y. Zelenkov, V. Silchev
DELIVER2.ME: EXPLORING THE POTENTIAL OF DATA SCIENCE TO IMPROVE
RELIABILITY OF SUPPLIER DELIVERIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
A. Likhachev, A. Stepanov
DIGITAL CHALLENGE: THE STORY OF THE INNOVATIVE 3D SCANNER
OF THE HUMAN BODY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
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