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.

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...