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Sustainable marketing communication strategies of Russian companies under the import substitution policy

Author

Listed:
  • Veronika Yu. Chernova

    (Peoples’ Friendship University of Russia, Russian Federation)

  • Alexander M. Zobov

    (Peoples’ Friendship University of Russia, Russian Federation)

  • Vasily S. Starostin

    (State University of Management, Russian Federation)

  • Galina V. Butkovskaya

    (State University of Management, Russian Federation)

Abstract

The sanction standoff between Russia and the West opened up new opportunities for Russian food manufacturers. A new import substitution policy declared by the government restricted the access of the leading foreign countries to the market and unlocked a potential for internal development. Russian producers spotted new niches in the food market. There exist numerous obstacles to assimilating new market prospects: organizational (logistics, infrastructure, etc.), investment, legal, economic, etc. The paper underlines that the problem of enhancing the effectiveness of food companies’ marketing policy in the context of import substitution is among the most formidable challenges. The article generalizes the problems of implementing the marketing policy of Russian enterprises. It reviews the core findings of the research studies on exploring consumers’ attitude towards Russian and foreign-made food products. The author formulates recommendations about executing sustainable marketing communication strategies of Russian companies under import substitution.

Suggested Citation

  • Veronika Yu. Chernova & Alexander M. Zobov & Vasily S. Starostin & Galina V. Butkovskaya, 2017. "Sustainable marketing communication strategies of Russian companies under the import substitution policy," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 5(2), pages 223-230, December.
    • Handle: RePEc:ssi:jouesi:v:5:y:2017:i:2:p:223-230
    DOI: 10.9770/jesi.2017.5.2(5)
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    References listed on IDEAS

    as
    1. Evgeny A. Kuzmin, 2016. "Sustainable Food Security: Floating Balance of Markets," International Journal of Economics and Financial Issues, Econjournals, vol. 6(1), pages 37-44.
    2. Evgeny KUZMIN & Valentina GUSEVA, 2016. "Survival Rate and Lifecycle in Terms of Uncertainty Review of Companies from Russia and Eastern Europe," Journal of Advanced Research in Law and Economics, ASERS Publishing, vol. 7(7), pages 1754-1766.
    3. Kuzmin, Evgeny, 2015. "Food Security Modelling," MPRA Paper 67029, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing communications; import substitution; food products; consumer goods;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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