Export of educational services in Russia in the context of marketing positioning of the country in the new economy and global competition

Authors

D. N. Beresnev
Belgorod State National Research University, Russian Federation

Abstract

The author of the article studies the importance of educational services export to ensure the competitiveness of the country in the emerging new economy and global inter-country competition. The key importance for increasing the export of educational services of positioning the country’s brand on the world market is determined. Difficulties in adequate positioning of the Russian brand in the segment of educational services export due to its position in a number of cross-country ratings are noted. The conclusion is made about the necessity of systematic efforts to overcome this situation.

Keywords

export of educational services, new economy, positioning, country brand, “soft power”

Author Info

D. N. Beresnev

Applicant at the Department of World Economy at Belgorod State National Research University

Email: dnb@yandex.ru

References

  1. Григорян А.Л. Проблемы определения термина «новая экономика» // Экономика и менеджмент: ученые записки. Воронеж, 2007. Вып. 5. Ч. 2.
  2. Ивойлова И. За какими профессиями едут в Россию // Российская газета. Федеральный выпуск № 6676 (105). URL: https://rg.ru/2015/05/18/filippov.html
  3. Исследование GfK: Россия глазами россиян и мира, Нюрнберг — Москва // GfK. 07.02.2018. URL: http://www.gfk.com/ru/insaity/press-release/issledovanie-gfk-rossija-glazami-rossijan-i-mira/
  4. Каганович А.А. Сущностные характеристики и компоненты национального брендинга: формирование бренда современной России в условиях глобальной конкуренции // Вестник РУДН. Сер. Политология. 2018. Т. 20. № 2. С. 288–297.
  5. Капферер Ж.Н. Бренд навсегда: создание, развитие, поддержка ценности бренда. М., 2007.
  6. Махлуп Ф. Производство и распространение знаний в США. М., 1966.
  7. Нордстрем К., Риддерстрале Й. Бизнес в стиле фанк. Капитал пляшет под дудку таланта / пер. с англ. П. Павловского. СПб., 2005.
  8. Пашкус В.Ю., Пашкус Н.А. Продвижение в условиях новой экономики: от создания инновационных продуктов к стратегии «прорывного» позиционирования // Стратегический менеджмент. 2012. № 1 (17). С. 44–58.
  9. Пэйтел К., Мак-Картни П. Секреты успеха в электронном бизнесе. СПб., 2001.
  10. Расторгуев С.В. Позиционирование страны методом рейтингования: научный анализ или технология манипуляции // Гуманитарные науки. Вестник Финансового университета. 2017. № 1. С. 13–17.
  11. Трофимов Н.А. Зарубежные подходы к инвестициям в человеческий капитал: инновации в образовании // Инновации. 2006. № 10. С. 97–102.
  12. Anholt S. Competitive Identity: The New Brand Management for Nations, Cities and Regions. Palgrave Macmillan, Basingstoke, 2007.
  13. Anholt S. Definitions of Place Branding: Working Towards a Resolution // Place Branding and Public Diplomacy. 2010. Vol. 6. No. 1. P. 1–10.
  14. Dinnie K. Nation Branding. Concepts, Issues, Practice. Oxford: Butterworth-Heinemann, 2008.
  15. Fan Y. Key Perspectives in Nation Image: A Conceptual Framework for Nation Branding. Brunel Business School. Working Paper. 2008. P. 1–13.
  16. Fan Y. Branding the Nation: Towards a Better Understanding // Place Branding and Public Diplomacy. 2010. Vol. 6. No. 2. P. 100–103.
  17. Fetscherin M. The determinants and measurement of a country brand: the country brand strength index // International Marketing Review. 2010. Vol. 27. No. 4. P. 466–479.
  18. Fragile states index 2016. URL: http://fsi.fundforpeace.org/rankings-2016
  19. Keller K.L. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. 2012.
  20. Kim H. The Importance of Nation Brand. URL: http://www.culturaldiplomacy.org
  21. Kotler P., Gertner D. Country as brand, product, and beyond: A place marketing and brand management perspective // Journal of Brand Management. 2002. Vol. 9. No. 4–5. P. 249–261.
  22. Nye J.S. Soft Power: The Means to Success in World Politics. Public Affairs, New York, 2004.
  23. Open Doors 2016. Report on International Educational Exchange // Institute of International Education. URL: http://www.iie.org
  24. Olins W. Branding the Nation – the Historical Context // Journal of Brand Management. 2002. Vol. 9. No. 4–5. P. 241–248.
  25. Simons G. Nation Branding and Russian Foreign Policy // Swedish Institute of International Affairs Occasional Papers. 2009. № 21. P. 1–19.
  26. Sun H.H. International political marketing: a case study of United States soft power and public diplomacy // Journal of Public Affairs. 2008. Vol. 8. No. 3. P. 165–183.
  27. World Happiness Report Update 2016. URL: http://worldhappiness.report/ed/2016/

Statistics

Download data is not yet available.

Article Sidebar

PDF (Russian) JATS XML

Article Details

Issue

2020 · No. 1 (57)

Section

Marketing

Publication History

Published 2020-03-12

How to Cite

[1]
Beresnev D.N. Export of educational services in Russia in the context of marketing positioning of the country in the new economy and global competition // Economics: Theory and Practice. 2020. No 1 (57). С. 71–77. URL: https://etip.kubsu.ru/article/view/523

License

Copyright (c) 2020 D. N. Beresnev

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.