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Video International: Sustaining Market Dominance in the TV Advertising Market in Russia
Káganer, Evgeny; Korovkin, Vladimir; Tatarinov, KatherineCase SI-198-EInformation Technologies, Innovation and ChangeThe case addresses the various trends facing the advertising market, both in TV advertising and online advertising. It sets out the dilemma of Vi, the biggest TV advertising service provider in Russia. The company was facing not only a difficult economic environment in Russia but also changes in consumer habits and a rapidly evolving advertising industry. While Vi's TV business was still holding up fairly well in this context, its online business...Starting at €8.20