Повышение конкурентоспособности российских компаний-производителей продуктов питания за счет повышения уровня ориентации на бренд
The project focuses on brand orientation as a new opportunity for Russian food producing companies to improve their competitiveness in the market. It concentrates on the process of creating competitive advantage through increasing brand orientation in the Russian food market in the case of food embargo. The main question of the research addresses the factors that create additional value for food brands in the emerging market on the example of Russian food producing companies. The project focus area is rapidly expanding food market in Russia and because of the high growth potential of food brands, Russian companies are chosen as the object of the research.Thus, the main goal of the research is to improve the competitiveness of Russian food brands by increasing the level of brand orientation in the context of food embargo. The problems of brand orientation in the modern academic literature remain relevant and are actively studied. Although brand orientation was introduced more than two decades ago (Urde, 1994), it is a “still-emerging concept and new paradigm” for brand management (Baumgarth, Merrilees, and Urde, 2013). Researchers have different approaches to study the brand orientation from fundamentally different sides: using resource-based view (Bridson and Evans, 2004), social benefits (Casidy, 2013b), and even transform the concept itself, e.g. service brand orientation (King et al., 2013).Research methodology of this research includes mixed (qualitative-quantitative) method strategy of the empirical research: in-depth interviews and quantitative survey of food producing companies’ representatives would be conducted.There are two main streams of scientific originality of the projected research results: value added for the Russian companies through deeper understanding of their brand’s opportunities and abilities to transform brand into the source of competitive advantage; higher standard of brand orientation developed in the Russian emerging market.The results of the project could be used by different companies and marketing agencies in developing brand management strategies, its implementation, measuring the orientation of the brand, identifying the weak points of the strategy of brand management and identifying the approach orientation of the brand, implemented by the company.