THE HISTORY OF RUSSIAN PHARMACEUTICAL INFORMATION MARKET. REPORT III: THE MAIN CENTERS OF PRODUCTION OF ADVERTISING MARKETING INFORMATION

Large pharmaceutical companies (commonly referred to as Big Pharma) determine transformation trends in the global and national pharmaceutical market, make the largest investments in RD to create new original medicines, act as leaders in the processes of creating cross-border pharmaceutical value chains. In recent years, more and more Big Pharma companies penetrated the Russian pharmaceutical market. The purpose of this work is to identify the business models of Big Pharma companies in Russia from the point of view of their participation in a particular link of the pharmaceutical value chain, as well as to assess future trends. Based on the analysis of the collected information, we identify the following business models for Big Pharma companies: export model of supplying market; model of transferring RD links; production localization model at owned enterprises; model of contract manufacturing; model of participation in the links of wholesale distribution and retail. Foreign companies in Russian pharmaceutical market can use several models, and the more models are used, the deeper the company is integrated into the pharmaceutical chain. Such companies as Sanofi, Abbott, AstraZeneca, and Takeda are engaged in their own localized production and contract manufacturing, and they also exporting produced medicine abroad. So, they are the ones that are mostly involved in the pharmaceutical value chain in the Russian market. The transformation of business models of foreign pharmaceutical companies will be influenced by two interrelated factors: foreign strategy and geographic priorities of Big Pharma and the role of Russia in this strategy, which in turn is determined by the specifics of the Russian pharmaceutical market (compared to other countries).

The authors, in series of articles, analyze becoming of pharmaceutical information market in Russia It emerged from two sources fragments of the Soviet system of circulation of pharmaceutical information and as consequence of business projects The information segment, being "sectoral" or "internal" to pharmaceutical market, formed over time infrastructure of production, distribution, storage and consumption of its goods Initially, being considered as auxiliary, it turned out into autonomous market with its own rules of the game, leading players and prices for services In the Report matter is the Soviet system of supplying pharmaceutical industry with information places of its accumulation and production, information flows and their conducting system.

In this series of articles the authors analyze becoming of pharmaceutical information market in Russia. It originated from two sources: fragments of the Soviet system of circulation of pharmaceutical information and as consequence of business projects. The information segment, being "sectoral" or "internal" for pharmaceutical market, formed with time infrastructure of production, distribution, storage and consumption of its goods. Initially, it was considered as auxiliary and then it changed into autonomous market with its own rules of game, leading players and prices for services. In Report II the question is about transformation of pharmaceutical information into commodity, about need of young market of medications in information, its packaging forms, sources and technologies of production in the 1990s.

ECONOMISTS have vigorously debated whether advertising and other messages supplied by sellers to buyers represent the efficient provision of information or the exploitation of buyers' imperfect access to it. Many economists now agree that each view commands some truth. Advertising should convey information efficiently where the buyer can easily verify it. But it may engender inefficient rent-seeking outlays by producers able to hamper buyers' gaining of information from alternative sources. For example, if buyers sample product information randomly, an incumbent can "jam" the channels through which entrants transmit their messages by loading the sampled population with messages of his own. Or the incumbent's messages can reinforce buyers' habits so as to reduce their prior expectations of the value of trying an alternative brand.2 If sales promotion is effective (by whatever means) in causing buyers to shift among competing products, it becomes a form of rent-seeking outlay by which sellers bid for the available customers.3 The problem for empirical research is to determine the extent to which seller-supplied information pursues a rent-seeking goal and thus incurs social costs. Those costs must be set against the efficiency advantage of sellers (relative to buyers or

Introduction. In recent years, an online education market has emerged in Russia with proven technologies and significant financial turnover. The range of courses offered to the consumer is quite wide (marketing, management, humanities, IT, etc.). The purpose of the article is to present a classification of the online courses offered on the Russian market by subject matter and technical tools on the basis of the results of the study conducted, as well as to trace the dynamics of the market capacity for 2014–2021. Materials and Methods. Russian online education market at the present stage of its development was the object of the research. The empirical material included: a statistical analysis of the thematic diversity of online courses on the Russian market; a secondary analysis of the Online Education Barometer questionnaire for 2019, RBC’s ranking of the 35 largest Russian private companies providing services in the field of online education; education market studies for 2017, 2018 and 2020. Results. The Russian online education market capacity rapidly rose on 90 times for 2014–2019, from 0.4 to 36.5 billion rubles, which indicates the explosive growth of online education popularity. The thematic diversity of online courses is determined by the main educational society needs (programming, it-technologies, marketing and business administration). The thematic focus on the Russian “state” platforms corresponds to the education areas of the Russian offline universities. Discussion and Conclusion. The market for online education in Russia exponentially grows. On the one hand, the high demand for online courses can be explained by increasing of knowledge-intensive work number. On the other hand, labor realizes that knowledge and skills are a guarantee of employment. The diversity of online disciplines correlates with the idea of mutual incentives of supply and demand. Indeed, the most of courses are business, IT and design orientated. The article will be useful to universities’ chiefs and private educational companies planning to expand their online courses; for those who are planning to enter the Russian online education market and looking for perspective directions; for researchers and business analytics of the education market.

THE economic and welfare effects of advertising have been extensively studied over the last half-century. However, these efforts have not led to a consensus either as to the effects or the value of advertising. Economists continue to reach polar conclusions that appear to be derived mainly from preconceptions of the social desirability of advertising. On the one hand is research that emphasizes promotion's ability to create "artificial" product differentiation and thereby produce informational confusion.1 This line of research stresses the empirical association of extensive advertising with high concentration and high accounting profits-evidence judged to support increased market power and entry barrier effects.2 A contrary body of research emphasizes the value of advertising in providing information and, hence, in promoting competition.3 The empirical findings most consistent with this view are that prices paid by consumers in (selected) markets are lower with advertising than without it.4

Innovations in management is one of the most relevant research topics within the global academic community, and the one that encourages the development of multinational companies. The purpose of this article is to examine the key sources of managerial innovations within Russian and multinational companies operating on the Russian market. The empirical study is based on a sample of over 1,000 employees from nearly 800 companies operating in Moscow and the Moscow Region The findings show the importance of “internal know-how” and “access to consulting services” as the key drivers of managerial innovations for companies operating on the Russian market. “Collaboration with other Russian players” is limited mainly to Russian companies. The “collaboration with multinational players” is an underdeveloped source of managerial innovations among Russian companies, resulting in the slowdown of Russian managerial practices’ development. The analysis traces the correlation between managerial innovations’ drivers and the type of economic activity, size of business and the degree of internationalization. The study reveals specific features that contribute to overall understanding of the research topic and its implications.

The article discusses the issues of organizing communications between pharmaceutical companies and the subjects of pharmaceutical market. The work analyzes the existing approaches to pharmaceutical communications in both Russian and foreign pharmaceutical markets, identifies the characteristic features of multichannel and omnichannel approaches to organizing communications, conducts comparative analysis of these two approaches. It identifies the main subjects of communication interaction in the pharmaceutical industry, and substantiates the feasibility of moving from a multichannel communication strategy to omnichannel. Besides, it identifies the steps of such transition. In the context of the study, it was found that the focus of companies’ attention in the field of pharmaceutical communications is customer-oriented promotion. The purpose of the study is to analyze the current state of pharmaceutical communications market in Russia and identify the trends in establishing communications for subsequent development forecasting in this area by the market players.

This chapter examines the possibilities of economic growth in Russia from the perspective of the development of organizational capability, namely through the study of best managerial practices of multinational companies (MNCs) doing business in Russia, and their use by Russian companies. With tightening competition, companies are forced to focus on the development of organizational capabilities. Our large-scale empirical research into the managerial capabilities and management practices of MNCs and Russian companies employs a comprehensive sample of 1,530 companies and 1,245 companies in 2016 and 2017, respectively, covering the 10 main sectors of economic activity in Moscow and the Moscow region. The analysis was performed across five managerial capabilities: communication, leadership, problem-solving and decision-making, conflict resolution, and motivation, each subdivided into five management practices. Using statistical methods, we identified the major statistically significant differences in and between the managerial practices of MNCs and Russian companies operating in the Russian market, and their dynamics from 2016 to 2017. Taking MNCs operating in the Russian market as a benchmark, we discover that Russian companies need to close the gap in 17 out of the 25 managerial practices in order to maintain competitiveness in the Russian market and be able to influence their economic growth in Russia.

The study aimed to evaluate the influence of coronavirus on the functioning of the system of healthcare and the associated pharmaceutical industry in Russia. The study of the influence of coronavirus infection on the system of healthcare and pharmaceutical market in Russia was made using a statistical method of comparison of the parameters. The degree of influence on the system of healthcare was estimated by the monthly dynamic of the morbidity rate, which reflected the load on medical institutions of the budgetary system of healthcare of the RF. The changes on the pharmaceutical market were evaluated through quantitative and price factors: quantitative factor was defined by the dynamics of general volume of sales and price – by the changes of the average-weighted prices on the market. As a result, it was established that the dynamics of the morbidity rate with coronavirus in Russia varied wavelike, significantly increasing in the periods of pandemic peaks in May and December 2020. This indicates that the system of healthcare lacks mechanisms of fighting the infection spread in complicated epidemiologic conditions, the bed capacity is low, and there is a deficit in medical personnel. During pandemics, a significant increase in the drug cost was observed on the pharmaceutical market. Especially, it was evident for drugs used to limit the spread of coronavirus, which was confirmed by the shift of drugs sales to the group of antimicrobials. Coronavirus pandemic significantly affected the structure and tendencies in the development of healthcare and Russian pharmaceutical market.

Communication is key to any industry, but it is especially important for the pharmaceutical industry. In this article, we will look at why effective communication is so important in the pharmaceutical industry and how it can be improved. We defined the purpose of the study, which was to perform a comparative analysis of the methods of information interaction used in the pharmaceutical market in Russia and in and abroad. The following methods were used to conduct the study: content analysis of literary sources on the problem of information exchange between participants in the pharmaceutical market. Also, we used the comparison method, structural analysis method and information retrieval method. As the result, during the critical analysis, a comparative analysis of the communicative interaction between participants in the pharmaceutical market was performed. The main digital methods of information interaction used in the Russian pharmaceutical market and in the pharmaceutical markets of foreign countries were identified. Using the comparison method, opportunities for the implementation of digital methods in the Russian pharmaceutical market were identified, which will improve the level of pharmaceutical care provided to the end consumer.

This article presents an assessment of the state and development perspectives of the pharmaceutical substances market in Russia. The pharmaceutical industry occupies a significant place — its share in the total industrial production is 1.3%. In this work, the features of the Russian pharmaceutical market, objects of export and import of pharmaceutical substances are considered, and also forecasts of the development of the market of pharmaceutical substances for the near future are presented. Providing the production of drugs of pharmaceutical substances is the key to the stability of the industry and an important factor in ensuring the national security of the country. Currently, in the context of economic sanctions, the revival of the production of domestic (Russian) substances is relevant. The pharmaceutical industry uses about 9.7 thousand tons of substances per year, of which about 1.9-2.4 thousand conventional tons are produced by Russian enterprises. The obtained results can be used in the pharmaceutical industry to improve the reliability of forecasts of the situation on the pharmaceutical substances market, as well as to build more general models.

This article analyzes the ownership structure of state-owned companies and their role in the Russian economy. Using a sample of 114 of the largest Russian companies, we estimated direct and indirect state participation as a percentage of shareholdings for direct and indirect federal property during the time period of 2006–2014. We used two methods to estimate the role of state-owned enterprises (SOEs), which allowed us to compare our results with OECD and Rosstat statistics for a broader sample of Russian companies owned by the public sector. This study revealed a decline in SOEs’ share in the capitalization of the Russian stock market and a slight increase in their share of total revenues and employment. The results indicated that public SOEs demonstrated significantly higher productivity compared to non-public SOEs and private companies had a distinct advantage in productivity compared with public SOEs. Despite the significant advantages in productivity of private companies over the SOEs, over a 9-year period, we observed that this gap narrowed. This may be due to conditions of high financial volatility and stagnation of the economy that result in certain advantages for SOEs in terms of access to sources of long-term funding and other forms of state support. However, SOEs with indirect state control experienced a rapid growth in revenue and productivity compared to other firms. This may indicate the presence of a specific stock selection mechanism for transferring more effective SOEs from direct state ownership to indirect control as an alternative to privatization.

Mergers and acquisitions play a dual role in the development of national economies. On the one hand, the quantitative and value assessments of transactions should directly affect the capitalization of the stock market, but the Russian economy is exposed to political risks than economic ones to a greater degree. On the other hand, concerning the impact of determining factors (GDP, interest rate, changes in law, taxation system) we can discover specific conditions of the M&A market in Russia. Over the past decade, the Russian M&A market has been multidirectional. Due to the imposition of sanctions, the devaluation of the ruble, and increased key interest rate in 2015, the M&A market demonstrated the worst indicators. In 2018, the Russian M&A market showed moderate growth, as far as the Russian economy managed to adapt to external challenges (unstable geopolitical situation, insignificant economic growth, and lower interest rates). These factors will have a lagged effect on the M&A industry as a whole. Most Russian companies do not place shares on the stock exchange, therefore the correlation between capitalization of the stock market and the total value of transactions is only 0.244. The structure of the M&A market indicates the prevalence of acquisitions in the Russian market. The Russian stock market is underdeveloped than in the West, and the Russian securities cannot be regarded in the long term as a liquid payment instrument.KeywordsMergers and acquisitions (M&A)Russian economyEntrepreneurshipEconomic development

The pharmaceutical market is one of the most important and lucrative industries in the trade world. The expansion of non-oil exports and shifting away from the mono-product economy and its problems (high volatility in the oil market and, consequently, the country's revenue, as well as the issue of sanctions on Iran's oil sales by the West) have made it inevitable for Iran to expand its export of pharmaceutical products. Meanwhile, the Russian Federation, for historical reasons, has a high potential to become a destination for Iran's pharmaceutical products due to the geographical proximity of the two countries and the possibility of direct shipment of goods to Russia via the Caspian Sea, as well as due to the fact that Russia is a large consuming market with the population of 145 million and high volume of pharmaceutical imports (over $ 10.5 billion in 2018). The article analyzes the pharmaceutical export potential of Iran to the Russian Federation using the indicators of revealed comparative advantage index, cosine index and trade plan index. The findings of this study indicate the high potential of Iranian pharmaceutical products for export to the Russian consuming market and the lack of utilization and the neglect of the Iranian pharmaceutical manufacturers and exporters from the Russian market. As policy implications, the authors recommend making pharmaceutical products a priority for export to the Russian market, which will lead to more efficient use of Iran's productive potential.