Women: the hidden face of Russian business

In its short history, business in Russia has been largely dominated by men. The chaotic transition years that gave birth to the country’s market economy in the 1990’s were ruled over by masculine tribal warfare, and the ensuing oligarch club which rules over the business world today is very much “men only.” But a recent list of the 100 most influential women in Russia suggests that women pull more strings in the country than they are generally given credit for.

Tucked away among the usual pile of pop-stars, socialites, and public activists are around 24 mostly little-known businesswomen, whose resumes are studded with top positions and major achievements. There is a Russian saying that behind any successful man there is a strong woman. The 24 businesswomen in this rating represent only those women who are visible, but behind the scenes, women are also playing a significant role because half of the chief lawyers and half of the senior accountants and financial directors in big businesses in Russia are women. The group is a varied bunch and come from a wide range of sectors, from the traditionally manly world of aviation, technology and oil and gas, to more feminine sectors like media and retail.

There is a fairly clear-cut line between those generally less public figures who have attained their influential positions through years of conscientious hard work, and those who have been given a lift up by an influential and wealthy husband. Two of the list’s most public businesswomen, Daria Zhukova and Polina Deripaska, were in relationships with some of the country’s richest men when they began their business ventures, which is not to say they do not deserve credit for their achievements.

Zhukova runs one of Moscow’s most popular modern art galleries, Garazh, while Polina Deripaska is credited with having pumped new life into Forward Media Group, the publishing house she was put in charge of by her husband. Less reputable, is a real estate tycoon Yelena Baturina, the wife of former Moscow mayor Yury Luzhkov and the world’s third richest woman, according to Forbes, who is being investigated for alleged involvement in embezzling millions of dollars of state funds in 2009.

But perhaps surprisingly, given the nature of Russia’s business climate, a large number of the business types on the list are women who have worked their way up the career ladder through talent and hard work. A prime example is Natalia Kasperskaya, Russia’s second richest woman according to Forbes, who, together with her husband, founded and ran Kaspersky Labs, a world-class IT security company. Kasperskaya, who now runs her own company, InfoWatch, is often put forward as a prime example of Russia’s potential in the global technology industry.

Other businesswomen on the list have worked their way to high positions in major Russian companies, but have had little public presence and are rarely regarded as the face of the corporations they work for. The deputy director of Sberbank, Bella Zlatkis was a chief negotiator for the restructuring in Russia’s debt during the 1998 default.

And Olga Dergunova, ranked 37 on the list, has twice made it to the Wall Street Journal’s list of most successful female European business leaders for her running of Microsoft Russia and current role on the management board of VTB bank. TV hosts Tina Kandelaki and Ksenia Sobchak are not regarded as businesswomen in the traditional sense – and yet their influence in Russian society is considered largely undeniable. While Russian women are high achievers in the business world, they rarely reach top company positions.

The study found that some 91 percent of chief accountant positions were held by women, but only 6 percent of company president positions, showing that women perhaps have the right skills, but don’t generally aim for the top.

Ex.1. Match each strategy with the correct definition.

1.A promotion strategy based on getting a.generic advertising

the consumer’s attention and interest, then

desire for the product, then action b. below-the-line

(buying the product) promotion

2. All forms of advertising except

mass-media advertising. c.AIDA

3.Advertising on Internet.

4.Mass media advertising.

5.A selling style based on identifying d.customer-oriented

and meeting the customer’s need. selling

6.Advertising for a whole sector,

such as tourism or health promotion, e. push strategy

rather than for a specific product.

7.A sales-oriented selling style f. above-the-line

using high pressure and persuasion, promotion

discounts and free services. g. hard-sell approach

8.A method of sales promotion which

uses pressure on distribution or h. in-store promotion

on retailers.

9..Advertising at the point of sale. i. on-line promotion

 

Ex.2. Match the consumer type to the lifestyle.

Achiever 1. This person has a traditional, conservative lifestyle.

He likes to feel comfortable but doesn’t like change.

Belonger 2. This person has the original idea to dosomething.

Decision 3. This person is ambitious, hard-working and determined

maker to win.

Dependent 4. This person is competitive and seeks to become richer

and more successful, but is content with life.

Emulator 5. This person has worked hard and got what he wanted.

He’s rational and reasonable.

Influencer 6. This person announces that something is

going to happen.

Initiator 7. This person tells other people about an innovation

they think is a good one, and recommends buying.

Integrated 8. This person is unable to survive well alone because of

physical or mental disability or age and lack of money.