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Issue № 77. December 2019

Case on Strategy of National Companies to Increase Competitiveness and Attractiveness of the State

Irina A. Zakharova, Alexander D. Melnichuk

Irina A. Zakharova — PhD, Associate Professor, Department of Regional and Municipal Management, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: Zakharova@spa.msu.ru

Alexander D. Melnichuk — student, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: MelnichukAD@spa.msu.ru

In the context of globalization and the growth of international economic relations, modern states are increasingly faced with the phenomenon of interstate competition. The competitiveness of a country depends on many factors, such as the degree of production development, various institutions, business environment, and economy integration into global economic processes. It is very important public task to ensure the country's competitiveness, showing not only the country's position in the international economic arena, but also ensuring its national security. This article discusses the strategies of national companies, their competitiveness and impact on the country image in the international arena. The image of the state and the strength of national brands are mutually influenced. In the stable economic the country promotes its national companies, however, the opposite trend occurs when individual companies promote a country in the competitive market and political arena, contribute to an increase in the Global Competitiveness Index. The aims of the article are to analyse the country's competitiveness factors, assess the competitive position of Aeroflot airline, consider the airline’s strategy and provide a comparative analysis of airline promotion in the global market, in particular with Emirates. We determined further growth points for the national Russian company, the airline’s client policy and the impact of its success on the economy of the country as a whole and the situation on the world level.

Keywords

Competitiveness of the company, competitive advantages of the state, company strategy, strategic goals, market segments, international hub.

DOI: 10.24411/2070-1381-2019-10023

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