BUSINESS REPUTATION AS A NEW COMPETITIVE ADVANTAGE OF RUSSIAN METALLURGICAL ENTERPRISES IN FOREIGN MARKETS

Abstract

The latest tendencies in the development of the global and Russian metals sectors are identified under the new eco­nomic conditions of Russian membership in WTO. The positive and negative impact of Russia’s accession into the WTO on the Russian metals sector are analyzed. The importance of forming and utilizing the new competitive advantages for the Russian metals sector is discussed given the fact that the cost of production of the Russian metals products is increasing and the traditional competitive advantages of this sector are diminished. A new competitive advantage is suggested (enter­prise reputation and goodwill) for effective management which would lead to sustaining the long term competitiveness of the Russian metals products.