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
How to retain the image of a leader in a changing business environment
The paper considers the case of the BeeLine brand in the context of the rapid changes in the market situation in the Russian telecom industry before and after the financial crisis of 1998.
