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Author Muravsky, Daniel, author

Title Beyond all boundaries : women empowerment and the Russian sportswear market / by Daniel Muravsky (School of Business and Creative Industries, University of the West of Scotland, London, UK), Snezhana Muravskaia (Marketing Department, Graduate School of Business, HSE University, Moscow, Russian Federation), Diana Akkalaeva (Graduate School of Business, HSE University, Moscow, Russian Federation), and Sofia Shkaruba (Graduate School of Business, HSE University, Moscow, Russian Federation)
Published Bingley, U.K. : Emerald Publishing Limited, 2022


Description 1 online resource (17 pages)
Series Emerald emerging markets case studies
Notes Learning outcomes: The case demonstrated the importance of cultural peculiarities and mechanisms of customer learning in localizing global marketing campaigns. It introduced the consequences of unexpected spillover of viral marketing and PR scandals on the competition. It helps in developing the students' ability to determine and assess the impact of viral marketing campaigns from the perspectives of various stakeholders of the organization
Case overview/synopsis: In 2017, Nike Russia created one of the most successful and influential ad campaigns in the Russian women's sportswear market by encouraging young girls to try new sports. At the same time, Reebok launched a successful worldwide "be more human" campaign aimed at empowering women all around the globe. Two years later, Reebok Russia tried to localize the successful campaign while adjusting the message to be more assertive. As a result, the company met a country-wide outrage from both feminists and anti-feminists. The case centers around Nikolay Borisov, the CEO of Nike Russia, who was unexpectedly drawn into a provocative public discussion on the use of the female empowerment agenda for cause-related marketing. The case dilemma was set during mid-February 2019 and involved Borisov's assessment of the impact of the competitor's viral campaign on the market and choice of a reaction strategy to public outrage
Complexity academic level: This case is appropriate for an undergraduate or graduate-level program curriculum for courses dedicated to or including topics related to positioning, doing business in emerging markets, corporate social responsibility and consumer behavior. Before engaging with the case, the students should be aware of basic management and economics-related concepts and terms, such as strategy, positioning, CSR and viral marketing
Supplementary materials: Teaching notes are available for educators only
Subject code: CSS 8: Marketing
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Viral marketing -- Case studies
Marketing -- Social aspects -- Case studies
Business planning -- Case studies
Business & Economics -- Marketing -- General.
Sales & marketing.
Form Electronic book
Author Muravskaia, Snezhana, author
Akkalaeva, Diana, author
Shkaruba, Sofia, author