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ABBYY: the digitization of language and text

Andrey Shapenko (SKOLKOVO Institute for Emerging Market Studies, Moscow School of Management SKOLKOVO, Moscow, Russia)
Vladimir Korovkin (SKOLKOVO Institute for Emerging Market Studies, Moscow School of Management SKOLKOVO, Moscow, Russia)
Benoit Leleux (IMD, Lausanne, Switzerland)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 22 June 2018


Subject area

Entrepreneurship, Innovation Management, Bringing Technology to Market, International Growth Strategy from Emerging Markets, Russia, B2B Marketing.

Study level/applicability

MBA and executive education programs, technology management programs and electives.

Case overview

The case investigates the 20-years growth story of ABBYY, one of the most successful Russian technological companies in a global market. It covers the company’s roots, development of unique technology, evolution of products, market development and globalization and discusses a strategic threat from Google Translate to the company’s sustainable position and its business model.

Expected learning outcomes

The expected learning outcome is to discuss the key issues associated with establishing, growing and globalizing technology-driven business in an emerging market: bringing technology to market, defining customer value proposition, entering overseas markets from Russia, building partnerships, developing organizational structure to fit growth, financing rapid growth and solving “Innovator’s Dilemma”.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 3: Entrepreneurship.



Sergey Andreev, Board Director, President and CEO of ABBYY and Nastasya Savina, Vice President of Corporate Communications, ABBYY.

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Shapenko, A., Korovkin, V. and Leleux, B. (2018), "ABBYY: the digitization of language and text", Emerald Emerging Markets Case Studies, Vol. 8 No. 2.



Emerald Publishing Limited

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