Issue 1, 2004

Panibratov A. Yu. MNC Strategy for the Russian Market: Joint Venture «Pobeda/Knauf» Experience

This article is devoted to the experience of the multinational company Knauf on the Russian market. Analysis of specifics of the joint venture «Pobeda/Knauf» strategy helps to the author to make a conclusion that when investing in Russia besides the use of the brownfield strategy, the unique combination of a standardized quality strategy and adapted to the local environment marketing strategy, focusing on the strong communication activity, may be considered as the basis of the company success on the Russian market.

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