The article examines the mutual influence of the country's image and its trading activities in foreign markets. Territorial products are in high demand in other countries and connected in the minds of consumers with the country of production. The authors focus their attention on Central Asia as a region with an actively developing economy and essential for Russia in building the Eurasian Economic Union (EAEU). There is also a high interest in this region from other countries – the USA, China, Turkey, South Korea, Japan. The article analyzes whether Russian metallurgical products can be considered a territorial product that increases the country's attractiveness as a whole in the market of Central Asian countries. The study aims to compare consumers' attitudes to Russian and Chinese metal products, as Chinese metal producers are currently becoming more active in the market of Central Asian countries. The study employs two methods: an expert interview and a survey of consumers of metallurgical products.The authors conclude that Russian metallurgical products have a stable positive reputation in the market of Central Asian countries. Its reputation in the minds of consumers is associated not only with the price and quality of the product itself but also with a high level of metallurgical education and research and production activities in Russia. In addition, it is essential for consumers that product information is presented in a familiar language, and the cultural features of business communication of Russian suppliers are close and understandable to them. In turn, Chinese metallurgical products do not have such a reputation since Central Asian consumers do not have experience in its utilization, are not aware of the history of metallurgical production in China, scientific and technical developments, and the quality of professional education in the field of metallurgy in this country. They also do not understand China's language and business culture; they are not familiar enough with Chinese suppliers, which affects their choice in favor of a Russian supplier. On this basis, the authors conclude that Russian metallurgical products can be considered a territorial product in the market of Central Asian countries.
Introduction. The cultural rapprochement between Russia and the countries of Central Asian that are members of global alliances is facilitated by various social institutions, including the system of higher education. The article is of relevance as it analyzes the system of higher education in the context of cross-country interactions in terms of the theory of “soft power”. The purpose of the study is to assess the potential of higher education system as an element of “soft power” of the country in the cultural rapprochement of students from Central Asia and Russians.
Materials and Methods. The study was conducted in April–June 2019 using the method of in-depth interview in Ekaterinburg, a Russian megalopolis with a high concentration of universities, attractive for educational migration from the countries of Central Asia in terms of geographical location and economic development. Twenty-two students and ten graduates of Ekaterinburg universities who came from this region were interviewed. The technique of typical case sampling was employed.
Results. The following results of the impact of “soft power” of the system of higher education have been revealed: in the course of training, attractiveness of Russia, as the country of residence for students from the Central-Asian region, increases; the majority of students have chosen such a strategy of acculturation as integration into the host community; the education system has promoted specific cultural mechanisms for integration of migrants into the host community.
Discussion and Conclusion. The obtained results make it is possible to assert, that the collective efforts of universities to increase their attractiveness for applicants and students from the Central-Asian region have promoted their loyalty to Russia as a whole, have affected further migratory plans, associated with residing in Russia, of a considerable part of students, and promote their cultural integration into the host community. The results may be useful for regional scientists to understand the opportunities and limitations of a deeper cultural rapprochement between people of different cultural background.
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