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Research papers

How to retain the image of a leader in 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. The BeeLine story exemplifies the diffusion of the innovation...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Elena Mosicheva, Tatiana Folomeeva
September 23, 2001