How to retain the image of a leader in a changing business environment
The case of the Russian cellular brand BeeLine
Elena Mosicheva F-Squared Market Research + Consulting, AndTatiana Folomeeva Moscow State University
THE GENESIS AND DEVELOPMENT OF THE RUSSIAN MOBILE TELECOMMUNICATIONS INDUSTRY
Compared to the level of maturity in the European mobile communication industry, Russia as a whole can be qualified as an emerging market that currently shows substantial growth potential. Despite the fact that the Russian cellular market will count a decade in 2001, network additions and the rate of mobile adoption nationwide had...