This work analyses the relationship between personal consumer values and the tendency to use the brand name in consumption decisions. We hypothesized that the tendency to use brand name is influenced by consumer values and that there are differences between countries. Although brand name is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey of two samples in Spain and Russia was carried out. Results show that nine of eleven values have significant effect on the tendency to use brand name. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low tendency to use brand name. Some personal values are antecedents of the tendency to use brand name –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.
Sarabia-Sanchez F.J and Ostrovskaya L.I., 2012, “Consumer Values and the Tendency to use the Brand Name in Purchase Decisions: A Comparison between Spain and Russia”, Marketing Management Journal, Volume 22, Issue 2, pp. 19-30.

In a new foreign market strategy of adaptation of the regional department of an international pharmaceutical company has its own peculiarities that arise from the specifics of the pharmaceutical market. In article the strategy to adapt to the new market has been discussed, as conceived plan for use of any of options available to the regional office. This range of options for adaptation will vary depending on the level of competition in different segments of the new market. In his article the author, based on the specifics of the pharmaceutical market, examines the impact of factors such as «competition» to choose a set of possibilities to adapt the regional office. The article is classified in the new market segments based on consumer awareness and choice in the way of treatment. In his article, the author discusses the different feature sets for adaptation the regional branch of pharmaceutical company in the new market. Conclusion: To achieve the desired level of adaptation to the new market under the current conditions (when the balance of power in favor of an informed buyer and seller competition), the regional office has to acquire and use every opportunity not only to meet but to exceed customer expectations
Charchyan В.Е., Uvarov V.V. Adaption strategy of regional department of international pharmaceutical company in a new foreign market // Saratov Journal of Medical Scientific Research, Vol. 8, Issue 2, 2012, pp. 199-202