Author: Logvinovskaya V.D., Trubnikova N.V.
Communicology. 2017. Vol.5. No.2
LOGVINOVSKAYA Vladislava Dmitrievna – student of a Master`s program of the Institute of World Economy and Business (IWEB) Peoples` Friendship University of Russia (RUDN University), specialization «Advertising Management». Moscow, Russian Federation.
Trubnikova Nina Vadimovna – Candidate of Philosophical Sciences, AssociateProfessor, Head of the department «Advertising Business Communications» Institute of World Economy and Business (IWEB) Peoples` Friendship University of Russia (RUDN University). Moscow, Russian Federation.
Annotation: This article considers the concept of the term “corporate culture” as an essential part of the company which development is the cornerstone of a tendency of cultural and socioeconomic processes of globalization of modern society in a century of digital technologies. Modern trends of business development of the worlds` leading cosmetic companies on the Internet in the XXI century are determined and analyzed. Possibilities of usage of the new communication channels efficiently influenced on development of the companies of the beauty-market are shown. Authors of the research focus on the conditions of globalization, importance of finding and researching new work approaches with consumers, effective support of digital communication channels for successful functioning
and development of leading cosmetic companies on the world beauty-market.
Keywords: social media, cosmetic companies, cosmetics, decorative cosmetics, corporate
culture, customer acquisition.
Text: PDF
For citation: Logvinovskaya V.D., Trubnikova N.V. Corporate culture of cosmetic companies
in the digital sphere (on the example of L’Oreal Company). Communicology. Volume 5. No.2.
P. 116-124 DOI 10.21453/2311– 3065-2017-5-2-116-124
References
1.Shmakova E.D. Formirovanie i razvitie korporativnoj kul’tury, sposobstvujushhej podderzhaniju
organizacionnyh izmenenij v kompanii// Menedzhment segodnja. 2008, No 4, сс. 242-252. [Shmakova E.D. Formation and development of corporate culture that support organisational changes in the company. Management today. 2008. No 4, pp. 242-252]. (In Russ.).
2.Spivak V.A. Organizacionnoe povedenie i upravlenie personalom. SPb.: Izd-vo «Piter», 2000.
416 s. [Spivak V.A. Organizational behavior and personnel management. SPb., Piter. 2000. 416 p.].
(In Russ.).
3.Kapitonov E.A., Kapitonov. A.E. Korporativnaja kul’tura i PR. – Moskva.: IKC «MarT», Rostov-
n/D: Izdatel’skij centr «MarT», 2003. – 416 s. [Kapitonov Je. A., Kapitonov. A. Je. Corporate cultureand PR. Moscow, «MarT», Rostov-on-Don. 2003. 416 p.]. (In Russ.).
4. Oficial’nyj sajt studii logotipov LogoBrand.ru , razrabotka firmennogo stilja kompanii [Electronic
resource]. – Access: http://logobrand.ru/brandbook-kompanii.php (reference date: 24.01.2017).
[Official website LogoBrand.ru, studio of development of corporate style of the company [Electronic
resource]. – Access: http://logobrand.ru/brandbook-kompanii.php (tested: 24.01.2017)]. (In Russ.).
5.Leykina Ya.V. Arhitektura korporativnoj kul’tury //Upravlenie korporativnoj kul’turoj, 2009,
No 04, ss. 258-265. [Lejkina Ja. V. Architecture of corporate culture // The management of corporate
culture. 2009. No 04, pp. 258-265]. (In Russ.).
6.Zhuravleva E.A. Jeffektivna li vasha korporativnaja kul’tura? //Upravlenie korporativnoj kul’turoj,
2012. No 1, s. 52-57. [Zhuravleva E.A. How effective your corporate culture is? // Сorporate culture
management. 2012. No 1, p. 52-57]. (In Russ.).
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Medial’manakh.. 2010, No 2. [Electronic resource]. – Access: http://www.mediaalmanah.ru/
upload/iblock/56b/2010_2_4_karjakina.pdf. (reference date: 12.02.2017). [Karyakina K. The role of
multimedia technologies in creating content for new media // MediaAlmanakh. 2010. No 2. [Electronic resource]. Access:http://www.mediaalmanah.ru/upload/iblock/56b/2010_2_4_karjakina.pdf.]. (In Russ.).
8.Jason Potts, Stuart Cunningham, John Hartley, Paul Ormerod Social network markets: A new
definition of the creative industries // Creative Destruction. 2008. Vol 1, No 1, р. 81-95.
9.Gladkih I.A. Tendencii social’nyh setej kak instrumenta marketingovyh kommunikacij //Reklama.
Teorija i praktika. No 3, 2015g, s.168-172. [Gladkih I.A. Trends of social networks as a marketing
communication tool // Reklama. Teorija i praktika. No 3. 2015. p.168-172]. (In Russ.).
10.Oficial’nyj sajt OOO «LPG Generator», Digital-agentstvo [Electronic resource]. – Access:
http://lpgenerator.ru/blog/2013/12/19/lending-pejdzh-industrii-krasoty-emocionalnyj-dizajn-
kotoryj-prodaet/ (reference date: 30.01.2017). [Official website of «LPG Generator», Digital-agency
[Electronic resource]. – Access: http://lpgenerator.ru/blog/2013/12/19/lending-pejdzh-industrii-
krasoty-emocionalnyj-dizajn-kotoryj-prodaet/ (tested: 30.01.2017)]. [Materials from official website
L`Oreal company in Russia [Electronic resource]. – Access: http://www.loreal-paris.ru/_ru/_ru/home/
index.aspx# (tested: 16.01.2017)]. (In Russ.).
11.Materialy oficial’nogo sajta kompanii L`Oreal v Rossii [Electronic resource]. – Access: http://
www.loreal-paris.ru/_ru/_ru/home/index.aspx# (reference date: 16.01.2017). [Materials from
official website L`Oreal company in Russia [Electronic resource]. – Access: http://www.loreal-paris.
ru/_ru/_ru/home/index.aspx# (tested: 16.01.2017)]. (In Russ.).
12.Zborovskaya M. Prodvizhenie brenda v social’nyh setjah: modnyj trend ili neobhodimost’? //
Brend-menedzhment, No1, 2015, s. 36-50. [Zborovskaya M. Brand promotion in social networks: a
fashion trend or necessity? // Brand-management, No1. 2015. p. 36-50]. (In Russ.).
13.Materialy iz otcheta «Twenty trends in digital marketing for 2016» by Dr. Dylan Kissane,
DOZ Content Manager. [Electronic resource]. – Access: https://www.doz.com/cms/wp-content/
uploads/2016/01/20-trends-digital-marketing-2016.pdf (reference date: 30.01.2017). [The
content from the report «Twenty trends in digital marketing for 2016» by Dr. Dylan Kissane, DOZ
Content Manager. [Electronic resource]. – Access: https://www.doz.com/cms/wp-content/
uploads/2016/01/20-trends-digital-marketing-2016.pdf (tested: 30.01.2017)]. (In Eng.)
14. Materialy oficial’nogo sayta analitiki kontenta Sontently.com [Electronic resource]. – Access:
https://contently.com/product/optimize/ (reference date: 16.01.2017). [The official web-site of
intelligence agency content Сontently.com [Electronic resource]. – Access: https://contently.com/
product/optimize/ (tested: 16.01.2017)]. (In Eng.).
Communicology. 2017. Vol.5. No.2
LOGVINOVSKAYA Vladislava Dmitrievna – student of a Master`s program of the Institute of World Economy and Business (IWEB) Peoples` Friendship University of Russia (RUDN University), specialization «Advertising Management». Moscow, Russian Federation.
Trubnikova Nina Vadimovna – Candidate of Philosophical Sciences, AssociateProfessor, Head of the department «Advertising Business Communications» Institute of World Economy and Business (IWEB) Peoples` Friendship University of Russia (RUDN University). Moscow, Russian Federation.
Annotation: This article considers the concept of the term “corporate culture” as an essential part of the company which development is the cornerstone of a tendency of cultural and socioeconomic processes of globalization of modern society in a century of digital technologies. Modern trends of business development of the worlds` leading cosmetic companies on the Internet in the XXI century are determined and analyzed. Possibilities of usage of the new communication channels efficiently influenced on development of the companies of the beauty-market are shown. Authors of the research focus on the conditions of globalization, importance of finding and researching new work approaches with consumers, effective support of digital communication channels for successful functioning
and development of leading cosmetic companies on the world beauty-market.
Keywords: social media, cosmetic companies, cosmetics, decorative cosmetics, corporate
culture, customer acquisition.
Text: PDF
For citation: Logvinovskaya V.D., Trubnikova N.V. Corporate culture of cosmetic companies
in the digital sphere (on the example of L’Oreal Company). Communicology. Volume 5. No.2.
P. 116-124 DOI 10.21453/2311– 3065-2017-5-2-116-124
References
1.Shmakova E.D. Formirovanie i razvitie korporativnoj kul’tury, sposobstvujushhej podderzhaniju
organizacionnyh izmenenij v kompanii// Menedzhment segodnja. 2008, No 4, сс. 242-252. [Shmakova E.D. Formation and development of corporate culture that support organisational changes in the company. Management today. 2008. No 4, pp. 242-252]. (In Russ.).
2.Spivak V.A. Organizacionnoe povedenie i upravlenie personalom. SPb.: Izd-vo «Piter», 2000.
416 s. [Spivak V.A. Organizational behavior and personnel management. SPb., Piter. 2000. 416 p.].
(In Russ.).
3.Kapitonov E.A., Kapitonov. A.E. Korporativnaja kul’tura i PR. – Moskva.: IKC «MarT», Rostov-
n/D: Izdatel’skij centr «MarT», 2003. – 416 s. [Kapitonov Je. A., Kapitonov. A. Je. Corporate cultureand PR. Moscow, «MarT», Rostov-on-Don. 2003. 416 p.]. (In Russ.).
4. Oficial’nyj sajt studii logotipov LogoBrand.ru , razrabotka firmennogo stilja kompanii [Electronic
resource]. – Access: http://logobrand.ru/brandbook-kompanii.php (reference date: 24.01.2017).
[Official website LogoBrand.ru, studio of development of corporate style of the company [Electronic
resource]. – Access: http://logobrand.ru/brandbook-kompanii.php (tested: 24.01.2017)]. (In Russ.).
5.Leykina Ya.V. Arhitektura korporativnoj kul’tury //Upravlenie korporativnoj kul’turoj, 2009,
No 04, ss. 258-265. [Lejkina Ja. V. Architecture of corporate culture // The management of corporate
culture. 2009. No 04, pp. 258-265]. (In Russ.).
6.Zhuravleva E.A. Jeffektivna li vasha korporativnaja kul’tura? //Upravlenie korporativnoj kul’turoj,
2012. No 1, s. 52-57. [Zhuravleva E.A. How effective your corporate culture is? // Сorporate culture
management. 2012. No 1, p. 52-57]. (In Russ.).
7.Karyakina K. Rol’ mul’timedijnyh tehnologij v sozdanii kontenta novyh media //
Medial’manakh.. 2010, No 2. [Electronic resource]. – Access: http://www.mediaalmanah.ru/
upload/iblock/56b/2010_2_4_karjakina.pdf. (reference date: 12.02.2017). [Karyakina K. The role of
multimedia technologies in creating content for new media // MediaAlmanakh. 2010. No 2. [Electronic resource]. Access:http://www.mediaalmanah.ru/upload/iblock/56b/2010_2_4_karjakina.pdf.]. (In Russ.).
8.Jason Potts, Stuart Cunningham, John Hartley, Paul Ormerod Social network markets: A new
definition of the creative industries // Creative Destruction. 2008. Vol 1, No 1, р. 81-95.
9.Gladkih I.A. Tendencii social’nyh setej kak instrumenta marketingovyh kommunikacij //Reklama.
Teorija i praktika. No 3, 2015g, s.168-172. [Gladkih I.A. Trends of social networks as a marketing
communication tool // Reklama. Teorija i praktika. No 3. 2015. p.168-172]. (In Russ.).
10.Oficial’nyj sajt OOO «LPG Generator», Digital-agentstvo [Electronic resource]. – Access:
http://lpgenerator.ru/blog/2013/12/19/lending-pejdzh-industrii-krasoty-emocionalnyj-dizajn-
kotoryj-prodaet/ (reference date: 30.01.2017). [Official website of «LPG Generator», Digital-agency
[Electronic resource]. – Access: http://lpgenerator.ru/blog/2013/12/19/lending-pejdzh-industrii-
krasoty-emocionalnyj-dizajn-kotoryj-prodaet/ (tested: 30.01.2017)]. [Materials from official website
L`Oreal company in Russia [Electronic resource]. – Access: http://www.loreal-paris.ru/_ru/_ru/home/
index.aspx# (tested: 16.01.2017)]. (In Russ.).
11.Materialy oficial’nogo sajta kompanii L`Oreal v Rossii [Electronic resource]. – Access: http://
www.loreal-paris.ru/_ru/_ru/home/index.aspx# (reference date: 16.01.2017). [Materials from
official website L`Oreal company in Russia [Electronic resource]. – Access: http://www.loreal-paris.
ru/_ru/_ru/home/index.aspx# (tested: 16.01.2017)]. (In Russ.).
12.Zborovskaya M. Prodvizhenie brenda v social’nyh setjah: modnyj trend ili neobhodimost’? //
Brend-menedzhment, No1, 2015, s. 36-50. [Zborovskaya M. Brand promotion in social networks: a
fashion trend or necessity? // Brand-management, No1. 2015. p. 36-50]. (In Russ.).
13.Materialy iz otcheta «Twenty trends in digital marketing for 2016» by Dr. Dylan Kissane,
DOZ Content Manager. [Electronic resource]. – Access: https://www.doz.com/cms/wp-content/
uploads/2016/01/20-trends-digital-marketing-2016.pdf (reference date: 30.01.2017). [The
content from the report «Twenty trends in digital marketing for 2016» by Dr. Dylan Kissane, DOZ
Content Manager. [Electronic resource]. – Access: https://www.doz.com/cms/wp-content/
uploads/2016/01/20-trends-digital-marketing-2016.pdf (tested: 30.01.2017)]. (In Eng.)
14. Materialy oficial’nogo sayta analitiki kontenta Sontently.com [Electronic resource]. – Access:
https://contently.com/product/optimize/ (reference date: 16.01.2017). [The official web-site of
intelligence agency content Сontently.com [Electronic resource]. – Access: https://contently.com/
product/optimize/ (tested: 16.01.2017)]. (In Eng.).
