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 Renault,        ,        ,  ,  ,  .      ,  ,      ,     ,          .    ,  ,   ,    .     .

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 Renault  Logan     ;          .                     ,    .    Renault, Logan          ,    2008 ,                  /  ,  Logan.  2010 ,         LObservatoire Cetelem,       ,   29%     39%        .  ,   Logan   Renault  .

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     頖      軠    ,   ,    ,          .           ,     [5 - Cone, C, global chair, Edelman Business + Social Purpose. Interview with N?vi Radjou, November 26th 2012.].


 :  70%             ,   ,    ,       2008        66%.    80%  ,              .           ,   90% (70) 20-30-  (  180     )         .                  ,      .       /    ,   ,                ,            .               CVS Health,          2014 ;         Gap;            Starbucks    20        .

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                 ,   ,     .       ,  ,        [9 -            :      /  ,   (  ). . .],              [10 - Rifliin, J. The Age of Access: The New Culture of Hypercapitalism, Where All of Life Is a Paid-for Experience.J. P. Tarcher/Putnam, 2000.].      ,     ,  .    Zipcar (      )                         .    ,         ,    .   ,   ,        ?          Zipcar  10 .  ,   400       - ,     Airbnb         (    8. ,   )   40   ?                         - ()  ,           ,    , , ,       .         ,       ,      .   ,       ,   ,        .  2013         BlaBlaCar   ,   Eurostar,     [11 - Botsman, R and Rogers, R. Whats Mine Is Yours: The Rise of Collaborative Consumption. Harper Business, 2010.].  Airbnb      ,       Hilton.           2012 .    2014  Zopa,   ,  2-, ,                     2005 ;               .

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   iPhone 4    ,     ,    .

   Facebook       .                                - .  ,  Forrester Research   ,         ,       ,   ,      ,               -   [19 - Mc(Juivey, J. Digital Disruption: Unleashing the next Wave of Innovation. Forrester Research, 2013.]




  .


   .

   ,     (https://www.litres.ru/prabhu-dzhaydip/berezhlivye-innovacii-tehnologii-umnyh-zatrat/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


.  5. . .




2


Rosemain, . Renault 2013 Sales Gain on Surging Demand for Dacia Cars. Bloomberg, January 21st 2014.




3


Piketty, T. and Goldhammer, A. Capital in the Twenty-first Century. Belknap Press, 2013.




4


  (.)     ,     1952    (. Daniel Joseph Dan Edelman, 1920-2013)      (. Richard Winston Edelman, p. 1954)    PR- Edelman. . .




5


Cone, C, global chair, Edelman Business + Social Purpose. Interview with N?vi Radjou, November 26th 2012.




6


European Commission, Environment: New rules on e-waste to boost resource efficiency. Press release, August 13th 2012.




7


Mainwaring, S. We First: How Brands and Consumers Use Social Media to Build a Better World. Palgrave Macmillan, 2011.




8


Hatch, M. The Maker Movement Manifesto: Rules for Innovation in the New World of Crafters, Hackers, and Tinkerers. McGraw-Hill, 2013.




9


           :      /  ,   (  ). . .




10


Rifliin, J. The Age of Access: The New Culture of Hypercapitalism, Where All of Life Is a Paid-for Experience.J. P. Tarcher/Putnam, 2000.




11


Botsman, R and Rogers, R. Whats Mine Is Yours: The Rise of Collaborative Consumption. Harper Business, 2010.




12


  (. Six Sigma)            .    Motorola  1986          General Electric   2000- . . .




13


 [, ,   ..]   (. Total Quality Management, . TQM)        ,      1980990- . . .




14


Rifliin, J. The Age of Access: The New Culture of Hypercapitalism, Where All of Life Is a Paid-for Experience.J. P. Tarcher/Putnam, 2000.




15


Mulliez, V., CEO, Croupe Auchan. Interview with N?vi Radjou, October 8th 2013.




16


Prahalad, C. K. The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits. Wharton School Publishing, 2004. . .




17


         (. Patient Protection and Affordable Care Act, . PPACA)          . . .




18


State of the Global Workplace Report, Gallup, Inc., 2013. . .




19


Mc(Juivey, J. Digital Disruption: Unleashing the next Wave of Innovation. Forrester Research, 2013.


