Building Competitive Advantages of the Company in Russian Market

Student: Tuybaeva Zarina

Educational Programme: Strategic Management and Corporate Governance (Master)

Year of Graduation: 2018

The present research is devoted to the process of building sustainable competitive advantages of a company expanding into emerging market. It introduces the case of a a global integrated healthcare services and products company. The first part examines the basic theoretical approaches to discovering the sources of competitive advantage and its relation to a company performance. The second part includes a comparative macroeconomic analysis of developed and emerging markets, reviews the key trends, threats and opportunities of Russian medical device market, and describes an experience of international companies operating in emerging markets. The final part of the study analyzes the core problems the company faces in Russian market and provides practical recommendations on using its existing and potential competitive advantages, which should contribute to protection of its competitive position and minimizing the risks of doing business in Russia.

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