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Model by С. Kim and R. Mauborgne in Developing Leadership Strategy for Publishing Companies



D.A. Stepanenko
Yu.S. Zakharin
N.A. Sokolova
kadar_77@mail.ru
kadar_77@mail.ru
kadar_77@mail.ru
senior lecturer, the Department of Management and Innovation, St. Petersburg State University of Economics, PhD in Economics
assistant, the Department of Economics of Entrepreneurship, St. Petersburg State University of Economics, PhD in Economics
assistant, the Department of Economics of Entrepreneurship, St. Petersburg State University of Economics, PhD in Economics
St. Petersburg
St. Petersburg
St. Petersburg

Keywords:

  • publishing market
  • innovation of values
  • strategic outline
  • four-action model
  • strategy
  • marketing research
  • printing industry
  • We research the printing market of the Russian Federation. We consider the problem of developing alternatives to the strategies of printing industry development to ensure sustainable development of the economy as a whole via expanding the printing market, creating new values for consumers of printing products under a sharp decline in the demand in the book and magazine and newspaper sectors. The alternatives in question can be implemented independently or simultaneously depending on the financial condition of business. Successful practical implementation of the strategies will help to avoid marketing wars and create a new market.