How to retain the image of a leader in a changing business environment

Tatiana Folomeeva and Elena Mosicheva

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 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands