Shekhalevich, A.

Zhuravleva, E.

English

Scientific hub Dnipro University of Technology

150different cities of our country. «Lviv Chocolate Factory" produces special sweets forspecial people which are prepared to pay more for the first-rate chocolate.In conclusion, there are advantages and disadvantages of niche marketing butcertainly this strategy is a promising start for many new entrepreneurial projects. Thismodel of marketing strategy gives a company a chance to become a leader in anarrow (not small!) niche of market and acquire regular clients who will becomeloyal friends.Shekhalevich A.Zhuravleva E., research supervisorPeoples’ Friendship University of RussiaCORPORATE CULTURE IN RUSSIAThe definition of corporate culture came to Russia not that long time ago. Forsoviet people whose target was accomplishing of production plan such tool as acorporate culture didn't even exist. Since the collapse of Soviet Union westerncompanies have gradually integrated into Russian economy. With this integrationforeign companies brought some organizational tools, one of them was a corporateculture.During the transition to the market economy most of Russian employerschased a short-time profit and didn`t care about other aspects of running thebusiness. That means that they didn`t pay enough attention to internal environmentand relationships among employees. At one point employers started to lose profitdue to foreign competitors, who knew how to run business in a market economy.One of the reasons why did Western companies had success that time in Russia wasproper usage of corporate culture.Whether written as a mission statement, spoken or merely understood,corporate culture describes and governs the ways a company's owners andemployees think, feel and act. Your own business's culture may be based on beliefsspelled out in your mission statement. It could consist in part of a corporate symbol,like the rainbow-colored apple that symbolizes Apple Computer. Whatever shape ittakes, your corporate culture plays a big role in determining how well your businesswill do[1].In this article two different models of corporate culture are being overviewed.First one is Daniel Denison’s model[2], second one is David H. Maister`s model[3].“Customer Focus” and “Quality of Relations” In these models somesimilarities can be found. For example are pretty close. Denison says that employeesrecognize the need to serve both internal & external customers and continually seeknew and improved ways to meet customer expectations, Maister says employees letknow our customers that we appreciate them as well employees do their best tosatisfy customer needs and make deals in high standards. These statements are prettysimilar and have same goals – to make customer satisfied, to find new ways to meetcustomer expectation. Or statements of Denison “Goals and Objectives” and Maister“Long-term Goals and Objectives” show that employer should set short-term and151long-term goals at the same time. Short-term goals help every employee see howhis/her daily activities connect to the vision & the strategy. Long-term goals usuallydirected to save good relationships with customer, so he/she would recommendcompany to his/her friend, family mates and others. Then goes Denison`s“Capability Development” and Maister`s “Training and Development”, both authorssay that training and special courses are essential. It helps employees to get newskills; even if it is costly it will pay back in times.These analysis shows that Denisonand Maister have some similar views on certain problems of corporate culture.Fig. 1. Daniel Denison`s modelFig. 2. David H. Maister model Service and Customer152Coming back to Russian market, these corporate culture tools describedbefore allowed improving internal environment and relationships among employeesin Russia. And this is very significant for company, because people would ratherwork for a company with good corporate culture and for less money, than with lackof corporate culture and for more money. This corporate culture tool integrationadmitted Russian employers to be able to compete with foreign companies. Actuallythey took their experience, changed it a little for Russian conditions, and now theyare pretty stable on the market.References:1) Definition of Corporate Culturewww.entrepreneur.com/encyclopedia/corporate-culture2) Denison`s model www.denisonconsulting.com/model/organizational-culture3) Practice What You Preach: What Managers Must Do to Create a HighAchievement Culture Paperback – July 2, 2003 - by David H. Maister chapter 9“Path to success”.Sheludko A.Makukha Yu., research supervisorNational Mining UniversityTHE IMPORTANCE OF THE BUSINESS MODELA business model is a firms plan or diagram for how it competes, uses itsresources, structures its relationships, interfaces with customers, and creates value tosustain itself on the basis of the profits it earns.In principle, a business model does not matter to customers; it is important to thecompany and the organization of its business. The business model determines theexternal relationships with suppliers, customers and partners. However, it is primarilyfocused on the company’s business processes.At the business model development stage, it is premature for a new venture toraise money, hire a lot of employees, establish partnerships or implement a marketingplan. A firm needs to have a business model in place before it can make additionalsubstantive decisions.Fig. 1

CORPORATE CULTURE IN RUSSIA

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CORPORATE CULTURE IN RUSSIA

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