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The issue of translatability is pressing in international evaluation, in global transfer of evaluative instruments, in comparative performance management, and in culturally responsive evaluation.

Through the examination of the concept of 'commercial service' the article explores the ideological underpinnings and cultural embeddings of the market economy in post-Soviet education modernisation reform vis-à-vis the makeup of indigenous Russian culture and pedagogy. While post-Soviet Russia's educational sector has been extensively commercialised, the public attitude towards the new educational economics have remained largely antagonistic. By bringing together the economic and the ideological angles, I show how bottom-up resistance is maintained and normalised, triggering a policy backlash. The article probes the obstinate public resistance to the idea of education as a 'commodity' and exposes the cultural logic behind it. Drawing on discourse studies and policy borrowing frameworks, the analysis demonstrates how the market values of competitive individualism, material profit and entrepreneurship were left underconceptualised in the official discourse and consequently rejected in the public discourse in favour of domestic values of egalitarianism, collegiality, moral education, and an orientation towards non-materialist values. JEL Classification: Z.