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List of publications on a keyword: «localization»

  • Cultural Influence on the International Strategy of Transnational Corpora-tions: an Industry Analysis Based on the Skincare Cosmetics Sector

    Book Chapter
    Economic and Legal Processes: Issues, Strategic Guidelines, Monitoring
    Authors:
    Alla I. Matveeva, Alena V. Fofanova, Oksana I. Volkova
    Work direction:
    Глава 2
    Abstract:
    The relevance of this study is determined by the growing influence of the cultural factor on the international strategy of transnational corporations amid the digitalization of communication channels and intensifying competition in foreign consumer markets. The object of the study is the international strategy of transnational corporations in the skincare cosmetics industry. The subject of the study is the mechanisms through which cultural differences shape the choice of foreign market entry modes, brand positioning, and product and communication policies under conditions of heterogeneous global demand. The purpose of the study is to identify the nature of culture's influence on the international strategy of transnational corporations and to develop an applied model of cultural adaptation based on the skincare cosmetics industry.The methodological basis of the study comprises a comparative case analysis of the strategies of four transnational corporations (L'Oréal, Beiersdorf, Shiseido, and The Estée Lauder Companies), together with an original empirical survey of 313 respondents, testing the statistical significance of intergroup differences using Pearson's chi-square test. The findings show that basic functional product characteristics, namely skin-type fit and ingredient transparency, exhibit no statistically significant cross-cultural differences (p > 0.05), whereas symbolic perception parameters, including naturalness, ethical positioning, and cruelty-free labeling, differ significantly between the Russian and international audiences (p < 0.05). The study concludes that the effectiveness of international strategy in culturally sensitive consumer market categories is achieved through a combination of standardization and localization rather than a choice between them: by preserving a universal functional core of the product while flexibly adjusting the symbolic layer of the brand to cultural context. This conclusion underlies the proposed eight-stage decision-making model for the cultural adaptation of international strategy.
    Keywords:
    cultural adaptation, cultural intelligence, cross-cultural management, international strategy, skincare cosmetics industry, consumer trust, standardization and localization, brand positioning
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  • General concepts and development directions for companies in the light industry of the Russian Federation: industry structure, challenges and strategic guidelines in 2026–2027

    Book Chapter
    Economic and Legal Processes: Issues, Strategic Guidelines, Monitoring
    Authors:
    Svetlana I. Suchkova, Danila R. Lukin
    Work direction:
    Глава 11
    Abstract:
    The chapter provides a comprehensive analysis of the general concepts and key development directions of light industry companies in the Russian Federation over the horizon of 2026–2027. The relevance of the study is driven by a change in the phase of sectoral development: after the recovery growth of 2023–2025, the industry is entering a period of stabilization and structural restructuring, in which the key condition for competitiveness becomes not an increase in volumes, but the depth of localization, the quality of brands, and the sustainability of sales channels. An additional factor of uncertainty is the tightening, from January 1, 2027, of the localization assessment rules under Resolution No. 719, which sets new requirements for supply chains. The chapter examines the basic concepts of light industry, its sectoral structure, quantitative indicators for 2026, expected parameters for 2027, and the systemic challenges determining the development directions of companies. Based on the systematization of official data and expert assessments, three stable groups of companies are identified, and strategic guidelines for the industry are formulated.
    Keywords:
    import substitution, localization, state support, technological sovereignty, development strategy, marketplaces, light industry, textile production, garment industry, raw material dependence, Resolution No, 719
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  • Kul'turnyi obmen i global'nye brendy: strategii lokalizatsii reklamy v usloviiakh sotsial'noi gibridizatsii

    Conference Paper
    Socio-Economic Processes of Modern Society
    Authors:
    Andrei I. Egorkin, Iuliia I. Shitova
    Work direction:
    Социальные процессы в контексте глобализации
    Abstract:
    В статье исследуется вопрос влияния культурного обмена в условиях глобализации на стратегии глобальных брендов. Анализируются процессы социальной гибридизации, формирующие новые потребительские идентичности, и эффективность локализационных подходов в рекламе. Рассматриваются кейсы адаптации международных кампаний для сохранения бренд-идентичности при учете локальных культурных кодов. Предложены рекомендации по glocalization в Telegram и Yandex.Direct для российского рынка.
    Keywords:
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  • Osobennosti transformatsii brendbuka pri rebrendinge v usloviiakh ukhoda inostrannykh brendov s rossiiskogo FMCG rynka

    Conference Paper
    Current problems of communication: theory and practice
    Author:
    Anna R. Tevosian
    Work direction:
    Интегрированные маркетинговые коммуникации: PR, реклама и взаимодействие со СМИ
    Abstract:
    The article is devoted to the analysis of the impact of the departure of foreign brands from the Russian market on the processes of corporate identity transformation and revision of brand books of companies that have retained operations in the country. The paper examines the key factors that necessitated the adaptation of visual identity, including legal restrictions, the specifics of consumer behavior in the consumer goods market, and the importance of packaging as the main communication tool. The methodological basis of the research is the analysis of theoretical approaches to branding and the study of practical materials, as well as the consideration of the rebranding of the Libresse brand as an illustrative example of localization. Special attention is paid to the principles of maintaining visual continuity and the role of the brandbook as a strategic identity management tool.
    Keywords:
    import substitution, localization, FMCG, rebranding, brandbook
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  • Building a model of the mobilization economy in the process of passing the CBR of Russia in Ukraine, taking into account the Chinese experience

    Book Chapter
    Development of the Russian socio-economic system: challenges and prospects
    Authors:
    Andrei A. Boboshko, Aleksei S. Kharlanov
    Work direction:
    Глава 3
    Abstract:
    The authors consider the model of the Russian economy during its transition to a mobilization regime. To unlock the potential of China's nanoclusters as a global ICT leader and leading US-Chinese decoupling in the development of Industry 4.0 and the growth of key competencies in digitalization and the efficiency of the national economy.
    Keywords:
    China, Russia, USA, localization, decoupling, OWN, mobilization economy, nanocluster, fragmentation, alterglobalization
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  • The specifics of the PR communications organization for the Russian brand in the CIS market

    Conference Paper
    Socio-Economic Processes of Modern Society
    Authors:
    Sofia O. Zykova, Nikolai V. Usov
    Work direction:
    Вопросы социально-экономической эффективности предприятий
    Abstract:
    PR-коммуникации, продвижение, страны СНГ, международный рынок, позиционирование, медиарынок, СМИ, локальный партнер, локализация, международная коммуникация.
    Keywords:
    positioning, localization, mass media, promotion, PR communications, CIS countries, international market, media market, local partner, international communication
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  • Marketing Strategies of Chinese Enterprises in the Media Environment

    Conference Paper
    Strategies of Sustainable Development: Social, Law and External-economic Aspects
    Author:
    Yiyang Wang
    Work direction:
    Общие вопросы экономических наук
    Abstract:
    The article explores the key marketing strategies used by Chinese enterprises for successful expansion in the global market. The main focus of the article is on the development of effective marketing strategies that correspond to the media environment of the target markets. Strategies such as the use of digital platforms as means of communication and promotion, the integration of traditional and digital media channels, the creation of content marketing campaigns, the use of influencer marketing and the adaptation of marketing campaigns to local characteristics are considered.
    Keywords:
    localization, social media, digital platforms, traditional media, marketing strategies, Chinese enterprises, content marketing, influencer marketing, global expansion
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  • Localization of advertising texts as a specific type of translation

    Conference Paper
    History of culture, study of art and philology: modern points of view
    Authors:
    Iana M. Ferents, Tatiana I. Somikova
    Work direction:
    Филология и журналистика
    Abstract:
    This article is devoted to advertising as the object of linguistic research (the definition of advertising text is compiled, the main tasks and functions of advertising are revealed). The most promising directions of further research in the field of advertising texts are outlined, the role of studying localization of advertising is shown, localization of advertising texts is defined as a specific type of translation.
    Keywords:
    advertising, advertising text, advertising text translation, localization
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