Стратегия локализации компаний автомобильной промышленности на российском рынке
Цель исследования – выявить различные типы стратегий локализации среди автопроизводителей в России, описав каждый этап цепочки создания ценности в отдельности. Для достижения этой цели была изучена теоретическая основа и проведен анализ данных. Методы исследования включали сбор первичных данных с помощью полу- структурированных интервью, а также контент-анализ.
Основные результаты исследования включают выявление различных способов локализации цепочки создания ценности среди автомобильных компаний, а также анализ преимуществ и проблем, связанных с каждой из стратегий локализации.
Introduction ……………………………………………………………………………………………………………… 7 Relevance of the Study……………………………………………………………………………………………………….7 Research Questions……………………………………………………………………………………………………………8
Chapter 1: Theoretical background……………………………………………………………………………..9
1.1. Standardisation vs localisation………………………………………………………………………………… 9
1.2. Localisation in Russia…………………………………………………………………………………………… 13
1.3. Localisation in the Automotive Industry ………………………………………………………………… 20
1.4. Localisation of the Automotive Industry in Russia ………………………………………………….. 23
1.5. Summary of the Chapter………………………………………………………………………………………. 27
Chapter 2: Research Methodology……………………………………………………………………………..29 2.1. Research Design ……………………………………………………………………………………………………….. 29 2.2. Research Method………………………………………………………………………………………………………. 30
2.3. Methods of Data Collection………………………………………………………………………………………… 30 2.3.1. Primary Data Collection Methods……………………………………………………………………………………… 30 2.3.2. Secondary Data Collection Methods ………………………………………………………………………………….. 31
2.4. Data Collection Process……………………………………………………………………………………………… 33 2.5. Data Analysis Process………………………………………………………………………………………………… 34 2.6. Research Limitations…………………………………………………………………………………………………. 36 2.7. Chapter Summary…………………………………………………………………………………………………….. 36
Chapter 3. Research Findings……………………………………………………………………………………38
3.1. Different Localisation Strategies……………………………………………………………………………. 40
3.1.1. Localisation of Inbound Logistics ………………………………………………………………………………….. 42
3.1.2. Operations ………………………………………………………………………………………………………………….. 43
3.1.3. Marketing and Sales …………………………………………………………………………………………………….. 45
3.1.4. Service………………………………………………………………………………………………………………………… 46
3.1.5. Conclusions on Value Chain Analysis …………………………………………………………………………….. 47
3.2. Reasons and Benefits of Localisation Strategies amongst Automotive Companies in Russia 49
3.3. Main Challenges of the Localisation Policy in Russia amongst Automotive Manufacturers………………………………………………………………………………………………………………… 51
3.4. Chapter Summary ……………………………………………………………………………………………….. 52 Chapter 4: Discussion of Findings and Implications…………………………………………………….54 4.1. Discussion of the Empirical results ……………………………………………………………………………… 54 4.2. Theoretical Contribution …………………………………………………………………………………………… 55 4.3. Managerial Implications ……………………………………………………………………………………………. 55 4.4. Limitations and Opportunities for Further Research ……………………………………………………. 56
5
List of References……………………………………………………………………………………………………..58
Relevance of the Study
With the development of globalisation, the supply chains of large companies have become multinational, and the interdependence of markets has strengthened. For MNEs, the global trend provides an opportunity to penetrate remote markets as countries become more open to foreign investors. At the same time, managers face multiple difficulties while operating in different cultures. The debate among scholars and practitioners on managing MNEs has been going on for decades. One of the crucial questions is whether companies should pursue a standardisation or a localisation strategy while being present in diverse markets. The debate continues almost as long as the term globalisation exists. The theoretical concept referred to standardisation and localisation continuum is often described as “glocalisation” (a blend of two words), meaning the simultaneous occurrence of universalising and particularising tendencies.
This dilemma has become especially vital in Russia due to the aggravation of socio- economic life in the country in recent years. Due to Western sanctions and the subsequent import substitution policy in Russia, many companies were forced to adapt or leave the country. One of the sectors of the economy most affected by the events of recent years is the automotive industry. The Russian state has provided car manufacturers with a wide range of benefits in exchange for localisation of production, which has prompted many car manufacturers to localise their business in Russia.
At the moment, many researchers have paid attention to the issue of the localisation of production in Russia. Many studies have also focused on the localisation of automotive companies. However, these studies are rather fragmentary and do not contain data on the localisation of car manufacturers in Russia at all value chain stages. In addition, there is no full-fledged comparison of various cases of different car companies with a discussion of the pros and cons of their strategies. At the same time, understanding the main components of a localisation strategy in Russia is necessary for the successful functioning of car manufacturers in Russia, as well as for the academic understanding of the topic.
This proves both the scientific and practical relevance of the present research. It is necessary to develop the basic principles of localisation of automotive production in Russia, which will be based on the practical experience of leading companies.
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