The Valio Company in the Russian market : will processed cheese Viola hold a winning position? / Igor Gladkikh, Sergei Starov.

Format:

Book

Author/Creator:

Gladkikh, Igor, author.

Starov, Sergei, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Process cheese--Marketing.

Process cheese.

Valio (Firm).

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Graduate School of Management, St. Petersburg State University, 2011.

System Details:

text file

Summary:

The case is based on the analysis of a range of problems associated with the Viola brand long-term strategy development in the Russian processed cheese market by the Finnish company Valio. The Valio company was one of the first companies which started branding in the Russian processed cheese market. By using the "first step" advantage, Valio won a steady position in that market. However, in the recent time, the competition in the Russian market sharpened, the appearance of strong players fostered Valio to lose its leading position. The attack of competitors made the company take new effective decisions in marketing and branding to fasten its position.

Notes:

Originally published in Gladkikh, I., & Starov, S. (2011). The Valio Company in the Russian market: Will processed cheese Viola hold a winning position? St. Petersburg, Russia: Graduate School of Management, St. Petersburg State University.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526431929

OCLC:

1023551816

Access Restriction:

Restricted for use by site license.