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The mainstream perception of Russian business today is framed by images of wild capitalism and a Dutch-diseased resource-dependent economy with poorly functioning rules and institutions. Despite the continued relevance of these issues in the current environment, readers of this book will discover that business in Russia has undergone a remarkable transformation. Important characteristics of the contemporary Russian business climate include the rise of a new generation of Russian business leaders and entrepreneurs, a variety of innovative and adaptive business strategies developed to respond to the increasingly VUCA world, a confident middle class with significant purchasing power, as well as a surprising level of integration in the world economy, including increasingly with China and its Belt and Road Initiative (BRI). These evolving developments have received little attention from researchers and practitioners.
This book has been written by Russian experts and thought leaders to address this knowledge gap. The five sections provide a diverse but integrated set of opinion pieces, analyses and cases about Russian business covering markets and macro perspectives, strategy and governance, innovation and entrepreneurship, internationalization and leadership. The aim is to overcome preconceptions by illustrating the underreported and multifaceted nature of the life of Russian business and take the reader closer to what is really happening on the ground. The book contains more than 50 contributions from 54 authors representing opinion leaders in Russia and abroad including prominent academics and businessmen.
The Life of Russian Business is aimed at practitioners, policy-makers and educators, as well as those generally interested in Russia. By disseminating state-of-the-art insights on Russian decision-makers and institutions, the book ultimately delivers a well informed and balanced guide for those wishing to participate in Russia’s economy.
Introduction: This Time It's a Business Revolution; Tomas Casas i Klett and Yuliya Ponomareva.
Acknowledgments.
Section I. Markets And Macro Perspectives.
Introduction.
Chapter 1. No Size Fits All: The Diversity of Emerging Market Opportunities; Andrey Shapenko and Vladimir Korovkin.
Chapter 2. Russia, Perfect Partner? China's Bold Belt and Road Initiative (BRI); Oleg Remyga.
Chapter 3. Quo Vadis Russian Economy? On Trials and Challenges; Andrey Shapenko and Tomas Casas i Klett.
Chapter 4. Import Substitution: Russia's Unrealized Business Opportunities for Foreign SMEs; Lorenz Widmer.
Chapter 5. Human Capital or Encumbrance? How to Create an Economic Miracle with Russia's Aging Population; Andrey Shapenko.
Chapter 6. Russian Healthcare: The Pharmaceutical Industry in Transition? Alena Soboleva, Yury Krestinskiy, Irina Svyato, Oleg Svyat, and Elena Dumnova.
Chapter 7. Russian Cities: Is There Life Without Federal Crutches? Elena Korotkova.
Chapter 8. Russia as an Agrifood Superpower? Seizing Opportunity From Key Trends; Anastasia Belostotskaya.
Chapter 9. Bumper Harvests Beat Soviet Production Records: Where Are the Profits? Michail Mishchenko and Tomas Casas i Klett.
Chapter 10. Russian Steel: The Urgent Need for Reform; Marat Atnashev.
Chapter 11. The End of Oil Rent, Not of the Oil Age: How Technology Has Ushered in Commoditization; Marat Atnashev.
Chapter 12. Coal: The Russian Economy's Most Successful Reform; Marat Atnashev and Sergey Stepanov.
Section II. Strategy And Governance.
Introduction.
Chapter 13. Don't Swim With or Against the Current: Swim Anywhere You Like; Ruben Vardanyan and Mikhail Kusnirovich.
Chapter 14. Evolve or Become Extinct: Insights From Herman Gref, CEO and Chairman of the Executive Board of Sberbank; BeInTrend Editorial Staff.
Chapter 15. How Brusnika Is Reshaping Real Estate Development in Russia: From Square Meters to Standard of Living; Irina Kulikova.
Chapter 16. A Khabarovsk Shopping Mall Venture: Stepping Out of a Window; Keith Goodall and Yuliya Ponomareva.
Chapter 17. Building an LNG Tank in the Russian Arctic: Double the Construction Speed or Wait Until Next Summer; Keith Goodall and Yuliya Ponomareva.
Chapter 18. Sustainable Russia: A Guide for Multinational Corporations; Natalia Zaitseva and Kamila Novak.
Chapter 19. Unilever's Zero Non-Hazardous Waste Strategy: Achieving Sustainable Production Systems in Russia; Andrey Shapenko.
Chapter 20. Enabling Russian Boards: Western Fancy? Dmitri Melkumov.
Chapter 21. Corporate Diversification and Value Creation: Should Russian Firms Diversify? Irina Ivashkovskaya and Irina Skvortsova.
Chapter 22. Independence in Russia's Finance Industry: The Birth of the Analytical Credit Rating Agency (ACRA); Tomas Casas i Klett and Vladimir Korovkin.
Chapter 23. High Net Worth Individuals in Russia: Evolving Needs; Ruslan Yusufov and Marianna Slutskaya.
Section III. Innovation And Entrepreneurship.
Introduction.
Chapter 24. Technology-Based Entrepreneurship in Russia: How the Cold War-Era Innovation System Is Being Upgraded Into a Modern, More Open Innovation Ecosystem; Max von Zedtwitz and Ekaterina Vainberg.
Chapter 25. Foreign R&D Investment in Russia: How to Translate Into Innovation? Max von Zedtwitz, Zeljko Tekic, and Kelvin Willoughby.
Chapter 26. The Winning Strategies of Russian SMEs: Beyond Resilience in an Unpredictable Landscape; Ekaterina Molchanova.
Chapter 27. Atlantis-Pak: Russia's Bespoke Atelier for Meat Packaging; Ekaterina Molchanova, Oleg Remyga, Maria Cristina Di Vito, and Ksenia Sokolova.
Chapter 28. SPLAT's Leap of Faith: Niche Strategies of a Russian Medium-Sized Company; Benoit Leleux, Tomas Casas i Klett, Ekaterina Molchanova, and Yuliya Ponomareva.
Chapter 29. Neurosoft: From Accidental Innovation to In-House Strategy; Ekaterina Molchanova, Oleg Remyga, Maria Cristina Di Vito, and Ksenia Sokolova.
Chapter 30. SPIRIT DSP Software: Engine Inside; Ekaterina Molchanova, Oleg Remyga, Maria Cristina Di Vito, and Ksenia Sokolova.
Chapter 31. Venture Capital in Russia: Re-Emergence, Hype, and Looking Abroad; Yuri Mitin and Vitaly Polekhin.
Chapter 32. Russia at the Heart of Cybercrime Prevention: How a Cybersecurity Startup Became a Global Leader; Ruslan Yusufov.
Chapter 33. How to Sell Roses? Russian Robots on the March; Dmitri Sinitsin.
Chapter 34. Jewish Crypto-Tokens From Russia? Speculating About Bitcoin's Future; Tomas Casas i Klett.
Chapter 35. The Internet Initiatives Development Fund (IIDF): Kirill Varlamov's Public-Private Partnership to Accelerate Entrepreneurship; Tomas Casas i Klett.
Section IV. Internationaliazation, Outbound, And Inbound.
Introduction.
Chapter 36. How to Do Business in Russia; Carl F. Fey and Stanislav Shekshnia.
Chapter 37. Russia's Pivot Towards Asia: Why We Need to Look to the West to Turn to the East; Andrei Shapenko.
Chapter 38. Fighting for Every Cent and Fen: Russian Firm Builds Lean Sourcing Network in China; Egor Pereverzev.
Chapter 39. One Tight Belt, One Hard Road: A Chinese Private Firm's Belt and Road Initiative (BRI) Investment; Egor Pereverzev.
Chapter 40. Russian Speaking Latvians: A Bridge to the West or Trojan Horse from the East? Timurs Umans The Enchanted Generation: Why Russia's Top Managers Are Not Wanted Abroad; Andrey Shapenko.
Chapter 41. Lighting Technologies and the India Connection: Illuminating Emerging Market Internationalization; Ekaterina Molchanova, Oleg Remyga, Maria Cristina Di Vito, and Ksenia Sokolova.
Chapter 42. Cooling Off the World With Evapolar: The Travails of a Radical Russian Born-Global Start-Up; Yuliya Ponomareva.
Chapter 43. Argus-Spectrum Securing the Future: Product Development in Russia, Production Plants Aboard, Ekaterina Molchanova; Oleg Remyga, Maria Cristina Di Vito, and Ksenia Sokolova.
Chapter 44. Manufacturing in Russia: Still an International Affair; Pavel Bilenko.
Chapter 45. Russia Is About Business: Views from a Resilient Swiss Entrepreneur; Walter Denz.
Section V. Leadership.
Introduction.
Chapter 46. Authoritarian Business Leadership: Losing Sway in China and Russia; Steven J. DeKrey.
Chapter 47. Seven Delusions of Russian Business Leaders: Money Likes Silence and Businesses Need a Brilliant Idea; Andrey Shapenko.
Chapter 48. The Russian Inability to Communicate: How Culture and Hierarchies Interfere With Doing Business; Andrey Shapenko.
Chapter 49. I'm the Manager, You're the Fool: Understanding Russian Leadership Through Proverbs; Virpi Outila.
Chapter 50. Culture First: A Lawyer's View of Business Success in Russia; Karl Eckstein.
Chapter 51. Banya Leadership: Where the Master Is a Servant; Tomas Casas i Klett.
Chapter 52. Culture and Negotiations: Russian Style; Moty Cristal.
Chapter 53. Sales Leadership From an Israeli Russian: Four Cross-Cultural Stories, Each With a Moral; Max Feldmann.
Chapter 54. Leadership Development: A Challenge for Russia; Konstantin Korotov.
Chapter 55. Developing a New Generation of Leaders for Russia: Not Without an "Emerging Market Leadership Mindset" From an Interview With Andrei Sharonov; Alexey Kalinin, Andrey Shapenko, Vladimir Korovkin, Natalia Zaitseva, Oleg Remyga, Kamila Novak, and Bryane Michael.
About the Contributors.