Self-positioning of the book publishing leaders in Russia
https://doi.org/10.34020/2073-6495-2023-1-060-075
Abstract
Book publishing is an individual sector of economy, which needs development of successful strategies, also communicational, in the conditions of the ongoing transformation. The aim of the article is to study self-positioning as an element of corporate communication of the leading Russian book publishing groups and publishers. The principal method is content-analysis of the relevant information blocks from the official Internetpages of 15 leaders of the domestic book publishing. The results outline self-positioning with seven components, among which the most frequent are “Production”, “History”, and “Leadership”. Notably, some book publishers emphasize on solution of super-tasks. The companies use chiefly different sets of components, which fact implies individuality of their approaches to self-positioning. The frequency of some components is linked unexpectedly to the monopolization of the domestic book market. Generally, the use of the considered element of corporate communication by the leaders of book publishing in Russia can be judged rather mature, although successful self-positioning may require some additional components.
About the Author
D. A. Ruban
South Federal University
Russian Federation
Russian Federation
Ruban Dmitry A. – Candidate of Geological and Mineralogical Sciences, Associate Professor of the Department of Hospitality Business, Graduate School of Business
Rostov-on-Don
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For citations:
Ruban D.A. Self-positioning of the book publishing leaders in Russia. Vestnik NSUEM. 2023;(1):60-75. (In Russ.) https://doi.org/10.34020/2073-6495-2023-1-060-075
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