Ответственное потребление: пространство новых возможностей для бизнеса и опыт российский компаний (Responsible Consumption: Space for New Business Opportunities and Cases of Russian Companies)

101 Pages Posted: 9 Jan 2018

See all articles by Natalia Zaitseva

Natalia Zaitseva

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Anastasia Belostotskaya

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Enzhe Nasyrova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Kamila Novak

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Yulia Polonsky

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Agatha Postnova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Olga Sedinkina

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Yulia Fetisova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Alina Churikova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies

Date Written: June 8, 2017

Abstract

Russian Abstract: Растущее количество ответственных потребителей и связанные с этим процессы развития предложения, существенно трансформируют глобальную конкурентную среду, раскрывая новые возможности для роста бизнеса и формируя новые риски. Данный отчёт анализирует опыт российских компаний, которые реализуют стратегии, ориентированные на ответственных потребителей. Доклад включает детальный анализ 7 ниш, ориентированных на конечного ответственного потребителя, а также 20 кейсов российских компаний. Кроме того, рассматриваются доступные внешние источники финансирования, включая российские краудфандинговые платформы и беспроцентные займы от Фонда «Наше будущее»; а также барьеры, с которыми сталкивается сегодня российский бизнес, ориентированный на ответственного потребителя, включая растущее конкурентное давление со стороны «последователей» и недобросовестных конкурентов; ограничения для масштабирования бизнеса.

English Abstract: The report ‘Responsible Consumption: Space for New Business Opportunities and Cases of Russian Companies’ continues a series of analytical publications on sustainable business agenda, released by the Moscow School of Management SKOLKOVO. The report focuses on the phenomenon of responsible consumption and the emergence of a new type of consumers that make their buying decisions in a more conscious, environmentally and socially responsible manner. Increasing number of responsible consumers has a significant impact on markets and companies through fast growing market niches, additional differentiation criteria and changing competitive environment.

There are three perspectives of responsible consumption covered in the report: international – with a special focus on trend dynamics and best practices; market-based – with examples of markets and corresponding niches; Russian – focusing on specifics of responsible consumption in the Russian market. The report presents illustrative cases of 20 pioneering small and medium-sized Russian companies serving responsible consumers in their respective sectors.

Note: Downloadable document is in Russian.

Keywords: Russia, Responsible Consumption, Sustainable Development

Suggested Citation

Zaitseva, Natalia and Belostotskaya, Anastasia and Nasyrova, Enzhe and Novak, Kamila and Polonsky, Yulia and Postnova, Agatha and Sedinkina, Olga and Fetisova, Yulia and Churikova, Alina, Ответственное потребление: пространство новых возможностей для бизнеса и опыт российский компаний (Responsible Consumption: Space for New Business Opportunities and Cases of Russian Companies) (June 8, 2017). Available at SSRN: https://ssrn.com/abstract=3094304 or http://dx.doi.org/10.2139/ssrn.3094304

Natalia Zaitseva

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

Anastasia Belostotskaya

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

Enzhe Nasyrova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

Kamila Novak (Contact Author)

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

Novaya street 100
Odintsovsky district, Moscow region 143025
Russia
4955393003 (Phone)
4955393003 (Fax)

Yulia Polonsky

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

Agatha Postnova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

Olga Sedinkina

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

Yulia Fetisova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

Alina Churikova

SKOLKOVO Moscow School of Management - SKOLKOVO Institute for Emerging Market Studies ( email )

No. 8 Beichendong Road, Unit 1608
Chaoyang District
Beijing, Beijing 100101
China

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