Resilient Organizations in the Russian Pet Product Industry: Digital Communications under Economic Instability

Student: Salnikova Alena

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2017

The current paper is aimed at analyzing the Russian Pet Product Industry (RPPI) with an interdisciplinary approach which encompasses the fields of communication, economy and business. It addresses the crucial gap between public opinion and five industry medium-sized players. It covers a previously poorly covered industry in the bid to redirect the emphasis of mainly looking at major players, as small-to-medium type companies form the backbone of any well structured economy. It draws that digitalization works as a stimulus to avert shocks and pays notice to the ideas of resilience as companies must anticipate, organize and adapt to looming realities of the 21st century.

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