№ 6 (025), 2004
Summary
Erich Joаchimsthaler, Ph.D, Founder and CEO, Vivaldi Partners (USA—UK)
BRANDING: IF YOU ARE NOT PROCTER&GAMBLE OR SONY
The classic branding model has to be replaced by a new one — Brand Leadership Model. On what can brand leadership be based? What traps can an organization fall into? A world-famous specialist in the problems of branding shares his thoughts on these subjects. Yury Shirobokov, Leading Expert in the Russian Federation Government's Prize for Quality (St. Petersburg)
INNOVATIVE MANAGEMENT — ORIENTATION TOWARDS FUTURE CONSUMERS
What is innovative management? What are its basic principles? How does innovative management conform with strategic and operational management? A well-known expert offers his answers to these questions. T h e m e o f t h i s I s s u e:
OUTSOURCING: HOW CAN IT BE MADE EFFECTIVE?
Q u e s t i o n s f o r d i s c u s s i o n:
1. Why is outsourcing necessary?
2. The pitfalls of outsourcing.
3. Outsourcing of human resources: qui prodest? Elina Burganova, PhD in Sociology, Assistant Editor-in-Chief of “Personnel-Mix” Magazine (St. Petersburg)
HR OUTSOURCING: COMPONENTS OF SUCCESS
How to decide on outsourcing? How to come to an effective agreement with a provider? What part can organizational culture play in the effectiveness or ineffectiveness of outsourcing? This article contains a review of literature from other countries on the problems of outsourcing. Elvira Osipova, HR-Director at “Ingosstrakh” (Moscow), Member of the Editorial Board of “Personnel-Mix” Journal
OUTSOURCING: HOW CAN IT BE MADE EFFECTIVE?
Why do companies decide to outsource certain parts of their work? How can outsourcing be made effective? The HR Director of Russia's largest insurance company offers her answers to these questions. Q u e s t i o n s f o r t h e E x p e r t s:
1. For those who use outsourcing for certain functions:
— For which functions has your company used outsourcing?
— What, in your opinion, are the results of this outsourcing?
— What lessons have you learned from outsourcing?
2. For service providers:
— Are you satisfied with your co-operation with your service's consumers and why?
— What problems arise in working with your service's consumers?
— What lessons have you learned from working with your service's consumers? T h e E x p e r t s:
Irina Avdonina, Senior Customer Service Manager at “Manpower” (Moscow)
Natalia Kruzhalova, Compensation and Benefits Manager at “Wrigley” (Moscow)
Sofia Kuzmina, Director of Training & Development at “Wrigley” (Moscow)
Ruslan Nikiforov, PhD in Economics, Managing Partner of AMT Consulting Group (Moscow)
Mikhail Papylev, General Director of “Timber Works 25” (Arkhangelsk)
Marina Simonova, Director of “Ventra Consulting” (Moscow)
Olga Udovichenko, General Director of “Profikon”, Senior Lecturer in the School of Management, St. Petersburg State University (St.Petersburg)
Natalia Uskova, Development Director at the “KLASS” Personnel Training Centre (Moscow)
Olga Yepifanova, General Director of the “Chic” Trade & Industry Group (Arkhangelsk) Maria Afonina, Director of the Customer Relations Development Department at “Intercomp” (Moscow)
OUTSOURCING OF STAFF ADMINISTRATION AND WAGES CALCULATION
Personnel administration and the calculation of staff salaries are currently among the main candidates for outsourcing. What does the model of such outsourcing look like? What advantages does an organization derive from it? A representative of a well-known firm of consultants describes the experience of Russian companies in this field. Yuliya Yanovskaya, Expert Analyst at “VIZAVI Consult” (Moscow)
RECRUITING AGENCY AS AN OUTSOURCING PROVIDER
Worldwide statistics prove that personnel recruitment is one of the most popular types of HR outsourcing. The benefits of this outsourcing and the principles of the recruitment of contractors are discussed by the author. Yekaterina Gorokhova, General Director and Vice-President of Kelly Services CIS (Moscow)
QUALIFIED PERSONNEL UNDER THE MINIMAL RISKS
What does a company need to know about a provider of HR outsourcing services? Specialists from one of Russia's best-known recruitment agencies give their recommendations. Anna Berson, Oksana Soboleva, ANСOR Company (Moscow)
RECRUITMENT COMPANIES THROUGH THE EYES OF CANDIDATES
What does a qualified candidate expect from a recruitment agency? Representatives of one of Russia's major recruitment agencies present the results of their interesting research. Svetlana Sidorkina, Head of the Department of Corporate Management Policy in Staff Relations for the “Druzhba” Group of Companies (Moscow)
THE ROADS WE CHOOSE
School-leavers today are seeking to choose a profession that will be in demand in the future, maintains this well-known specialist, based on the results of a large-scale study of the professional preferences among schoolchildren in the Moscow Region.Yekaterina Mikhaylova, Training Consultant at the “KLASS” Personnel Training Centre (Moscow)
ALONE, WITHOUT THE ANGELS
The business trainer: who is he/she? What interests him/her? What pleases and disappoints him/her? The author offersa portrait of the typical Russian business trainer. Violetta Serdyuk, student in the Department of State and Municipal Management at the Russian People's Friendship University (Moscow)
IS THE STATE INTERESTED IN PAYING THE SALARIES OF COMPANIES' STAFF DURING THEIR TRAINING? Foreign experience.
Should the state interfere in relations between employer and employee as regards the latter's training? Foreign experience in addressing this problem is analysed in this article. David Barkan, Doctor of Economics, Professor, Head of the Centre of Management Consulting in the School of Management, St. Petersburg State University
Sergey Kiryukov, PhD in Economics, Associate Professor, Director of the MBA Programme and Director of the Centre of Management Consulting in the School of Management, St. Petersburg State University
Nikolay Tyutyunnikov, General Director of “Karavay” Company (St. Petersburg)
COMPENSATION OF SALES DIRECTORS: AN APPROACH BASED ON THE CONCEPT OF DEVELOPMENT
Effective sales directors are in short supply and are targets for head-hunting. How can they be persuaded to be loyal to an organization? How can they be stimulated to ensure the constantly effective work of a sales department? These well-known experts share their experience in solving these problems.Yevgeny Ostryakov, Head of the Sales Department at “Dialogue Management Consulting” (Moscow)
THE “HIDDEN REEFS” IN THE USE OF ALL-ROUND STAFF APPRAISAL
All-round staff appraisal is being used ever more frequently by Russian companies. One of the managers of a well-known firm of consultants shares his thoughts on the principal mistakes arising from the use of this HR technology. Galina Sartan, PhD in Psychology, Director of the “Catharsis” Centre of Business Technology (Moscow)
PRACTICAL EXPERIENCE IN TEAM-BUILDING IN BUSINESSES
Training in team-building is currently very popular. What must be done to ensure that it results in the creation of a real team that will work for the success of the organization? The head of a well-known firm of consultants describes the stages of effective team-building. Sergey Mordovin, Candidate of Economics, Rector of the St. Petersburg International Institute of Management, Vice-President of the Russian Association of Business Education, Chairman of the Board of Accreditation of CEEMAN (Central and East European Management Development Association), Member of the Editorial Board of “Personnel-Mix”
”BUT YOU, MY FRIENDS, WHATEVER SEATS YOU TAKE...”
Under the heading “Conundrums for Practical People”, this well-known expert examines an incident from practice (case study). Maria Smirnova, Deputy Director of the “European Centre of Management Training” (St. Petersburg)
MODELS OF ENTREPRENEURSHIP IN RUSSIAN SMALL BUSINESSES
Classic entrepreneurship? Orientated towards the quality of business management? Orientated towards rapid development management? The author gives the results of an analysis of the principal models for the management of small businesses in contemporary Russia connected with the individual characteristics of the proprietors. Material from the 12th International Conference of the Central and East European Management Development Association (CEEMAN)
T h e m e o f t h e c o n f e r e n c e:
”THE EXPANSION OF THE EUROPEAN UNION AND ITS INFLUENCE ON MANAGEMENT DEVELOPMENT”
Quotes from key speeches at the 12th International CEEMAN Conference Interview with Professor Danica Purg, CEEMAN President, Dean and Director of the IEDC Bled School of Management, Honorary Doctor of GUU (Slovenia)
SUCCESS IS A GREATER MOTIVATOR THAN MONEY Interview with Anton Artemiev, Vice President of Baltic Beverages Holding (Sweden)
LEADERSHIP IS POSSIBLE!
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