Issue 4, 2012

Latukha M. O., Panibratov A. Yu. Rebranding in Educational Sector: An Experiment of Two Schools’ Merger (Case Study).

The case discusses the problem of two schools’ merger in St. Petersburg. While Gymnasium 261 is known as high quality educational service provider and possesses with highly professional pedagogues, the school 257 does not have such good reputation. The prospects of the merger are not obvious, and director of the Gymnasium 261 Inessa Petrenko (who is responsible for the merger implementation) has to carefully consider the merger strategy and practical steps. Keywords: Market for Educational Services, Schools, Strategy, Brand.

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