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    ,     .           頖 ,            , ,   .      ,  ,  ,  ,        ,    ,    ,       .

      頖                     .  ,           ,  , ,     .        ,    (   )  smekalka       .



 

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   (  436  29.12.2010.)








:  ,  

:  ,  ,  

 :  

 :  

 :  

-:  

:  

 :  

:  ,  

:  



 The Economist Newspaper Ltd, 2015

 Navi Radjou and Jaideep Prabhu, 2015, 2024

 Paul Polman, 2015

 .  -, 2019

    , , . Π λ, 2026


* * *







     Instagram / Facebook,   Meta Platforms, Inc.,           .

  .           () .  ,  ,   ,  ,   ,          .  ,   ,     ,  ,          ,      ,   ,       .

,      ,  ,   ,        () ,        ,    .


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    -   ,        . Ѡ ,       ()  ,            ,  ,        ,  ,  smekalka              ;   ,        ,     .

   smekalka         :       ,             . , ,       ,   :        ,         .    smekalka        ,         :  .

        ,          ,     .  ,     2022-  2030             ,    2000-,   2,2%  ,       .       -      ,    ?:  ,   ?  ,    .

         . ,          109     ()   54 䠖   2030   ,    .           ,    .   ,         110   2029.  ,  ,       ,             ,          .

       .         1,2%  2022,     3,6%-   2023   3,8%-  2024.         1%  2026-.  -        23%   2030     20%           ,            . ʠ2024   ,  20%               ,      ,        .

    ࠖ :       1   ,       11   2030.   -  2025             , ,    ,  ,   ,  .               smekalka,   ,          .

       ,          . 2024         .     2,5   ,        2020.   ,    ,    ,           2025          ESG    ,     .

      .  , -      7%     2035,   ,  ,    ,    ,  20%.              $885   2030-     $1,2   2050- .     15%   ,   ,     .   , ,   ,      ,    $10      ,  ,     ,         .

     ,     :    ,   .     ,  4 ,      . ,    18%  ,    4%   ,         .      :   ,  -,     ,        2030,      ,   2050  88%     ,           .

  ,     31%   ( $70 )            $15 ,  24%  ,  2010.     , ,       ,   .      ,  ,         ,    ,   - ,       .

   2026, ,      ,    ,      ,          ,        .      ,              :   ,  ,        ,          .     ,  2015,         ; 2024  ,   65%       ,    ,      2025               .

        :        .         ,          ,    ,      ,           .              ,          .

 蠖      , ,         ,        .            ,      ,    ,      :    ,          ,       .          ,        , ,   [1 - Volatile, Uncertain, Complex, Ambiguous, . VUCA (.).] .

      smekalka     .    smekalka             ,  ,      ,             .             smekalka  ,          , , -  -  ()    .

 , ,           ,           ,     .    ,        ,   頖 頖 . ,  9 ,           ,       ,    ,    .  10 ,     ,                 .

,             ,          . ,      ,         ,    :       .        ,  ,           ,        XXI.







  ( )   ,       ,     ?        ,    ,   ? .                   ,      ,        ,     .           .   蠖   ,    -:      ,         ,    .

  2012        ,    .          ,   , ,   ,     -  . (          .    ,    smekalka ,    .)    ,                : ,   ; ,     ;         .

                  .      ,            .                  ,            ,          .

              ,    ,     ,   ,  ,  ,   .            ,          . -,   Danone, Engie, Fujitsu, General Electric (GE), GlaxoSmithKline (GSK), Novartis, Pearson, PepsiCo, Renault-Nissan, Siemens, Tarkett, Tata Group  Unilever,           - , ,   ,      .

    , ,           .         ,            .       ,         .   1  - ,         ,  ,            .   27       ,          ,      .   :



 1.    ()  .      2.         ,         ,    ,              ,          .   ,  ,   ,     ,     ,       .       ,  Arla Foods, Fujitsu, GE, GSK  Intuit, ,                 .



 2.      .   3       ,  ,       ,    .                ,     (,    3D-)       (,     )              ,      ,        ,     .        (BMW  Volkswagen),   (GSK  Novartis),   (Cemex),   (Coca-Cola)   (Engie  GE).          ,      ,          .     Saatchi & Saatchi + Duke   -  W. L. Gore ,             -     .



 3.     .   4 ,               ,      ,       .   Kingfisher, Levi Strauss, Method, Tarkett  Unilever,         -      ,    ,   .      Tata Group,  ,                 .   ,  -  Interface      ,       ,      ,       (,  ,         ).



 4.   .   5  (                   ,  Barclays, IKEA,  , Nest  Progressive),              (,       )            .                              ,    ,               .



 5.    .  6      頖       (,    1982)   -      ,          ,         .    ,      ,  Danone, Decathlon  Leroy Merlin,         ,   Fablabs,                .  ,    IKEA      (, Airbnb)                 .                           .



 6.     .    -,  Air Liquide, Ford  GE,   ,   -  -    ,       .   7 ,    -       ,   -         (   , ,   ).



  8       : ,       ,  Danone, IBM, Kingfisher, Marks & Spencer (M&S), PepsiCo, Renault-Nissan, Siemens  Unilever,         ,          .       - ,          .

     ,   -          ,               .         ,       , ,            . ,        頖 ,  ,  , ,  ,   栖   ,               .

         ,          ,   ,        ,    ,             ,       .




1

 :     



 1999 - ,   -    Renault,       .  ,  ,     Renault,     ,    ,           $6000.

      蠖  , ,       $6000  ,     Renault   .

 :



     ,   , ,    ,           $6000. Ƞ        : , , ,  ,      ,    .


  ,        ,        $6000      .

             ,     .        廠 ,            .  Renault       ,    :         .   ,         ,  ,       Renault   .

            . -        ,          . -           ,         ,      ,             .                 -  ,  ,             .

   ,         Renault.      $6000     -,     . ,   ,                        ,   -,          .   Renault          ,       ,    .            ,                .

    :      ,        ,       ,    .    ,   1999  Renault     Dacia.             -   -.             ,            .   Renault         ,           ,                .

  .         ,   50%    ,    Renault,       .        .        ,           , ,   100 .         -       (      ),     (  ,            )     .        ,         .         ,     ,         .          ,      . Ƞ 2004     Logan         5000 ($6000).

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

   ,     ,  Renault      . ,   Logan,   Dacia   -,  ,  ,   ,      Sandero,  Duster   Lodgy.    Dacia        (      ).  Renault         Dacia        : ,  2022     Groupe Renault  40%      ,      2008           20%. Ѡ2004 Renault   7  Dacia  44    .  ,       Renault  ,        . Ƞ    :         95% ,    Dacia  ,     .   Logan       Dacia  Renault   ,  ,      ,      .         .

    Renault, ,  . -,          ,   Volkswagen  Opel (    General Motors [GM]),        . -, Renault              ,   Dacia, ,                 ,   .

 Renault        Renault       ,     .  ,  ,   Renault     ,    ,      .     (   Renault-Nissan   )  Renault       ,    .                          ,     ,         .

 Renault ,    Logan         ,              .   ,     ,     -    ,      . Ƞ  2012      Renault     ,   ,           .

     -,     Common Module Family-Affordable (CMF-A),        ,        Renault  Nissan,      ,        .  CMF-A   :           40%,   蠖  30%  . CMF-A    400 ,   -       ,         .

 2015  Renault   ,   CMF-A, Kwid,      4200.  2016  Nissan   ,   Datsun redi-GO   ,    CMF-A,    3140.         .     2017     175 000 Kwid,   Renault       .       Renault      Kwid   .  2019       7900   Renault City K-ZE,    .

 2021 Renault        堖 Dacia Spring   12 400    (    21 000).     ,  (!)   ,  Renault        (CMF-A)    .            ,               Renault.  Renault   Dacia (      8,4%)      .

   Renault                .  2024   Renault 5 E-Tech   Renault 5,     1970- .  2025   Renault 4 E-Tech   Renault 4,     1960- .   2026 Renault  Twingo E-Tech     Twingo. Twingo E-Tech,    ,      20 000,   Renault      MG, BYD, XPeng  Chery,      .

 Renault         ,        ,     . ( ,     ,     ,   2025  2019 .)

       ,    ,      ,   ,       ,  -    ,     . -:         ? Ƞ-:             ?




  


            . -,          蠖     .          ,  , ,          ,         .

   ,           ,        .      (OFCE),      2022  2023 -      1%  2024  2025.     : ,      2022,           2030.       2024  2025,         - ,    ,       .      ,   : 75%  -      ;  15%   23%        . ,   2024  53%  ,       ,    69%  2008.

       ,        ,        ,     ,    .    CNN  :      ?     ,          2018        50   .  2024  1%    30,5%  ,      50%    2,5%  .  2024 93,3    (21% )       .     ,  -   ,       , 31%      .

         .      2025        $38,3 .       100%  2013   125%  2025-젖 ,          .          20232027         111%   2027.      ,   2027      118,5%.   :              110   2029.

       100%  (,    60),        2024        ?13,5,  15%-     .         2.0.  ,         ,     ,     ,       .

    ,         ,        ,       .

 -    ,   .                 ,    .        ,   , ,   ,   ,         .    ,    Carol Cone On Purpose,    Edelman      ,



     頖      軠    ,   ,    ,          . Ƞ         ,     [2 - Cone, C., global chair, Edelman Business + Social Purpose. Interview with Navi Radjou, November 26th 2012.].


    ,              ,       .  ,   15%  28%                  .

     .      ,   XIX,           ,    . Havas,         -,  2023  13 000    18    30      ,       ,   .  Havas : 67%   ,   , ,  ,       .




  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=74233696)  .

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



notes


Notes





1


Volatile, Uncertain, Complex, Ambiguous, . VUCA (.).




2


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


