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The response of the 'new consumer' to promotion in the transition economies of the former Soviet Bloc

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  • Money, R. Bruce
  • Colton, Deborah

Abstract

Before the collapse of communism, promotion in the former Soviet Bloc functioned more as either propaganda or generic information rather than what marketers would call marketing. Today's "new consumer" in these transition economies, however, is being forced to integrate Western-style promotion with traditional suspicion of marketing, all in systems that have transitioned more in some countries of the region than others. What does this mean for the multinational marketer? What old and new characteristics of the consumers in that region will force marketers to adapt their approach to promotion? Through research propositions this conceptual paper explores major themes of consumer behavior specific to the transitioning economies of the area, proposing, rather than answering, the right questions marketers need to ask about new target markets. For managers, the article offers implications and recommendations derived from these questions.

Suggested Citation

  • Money, R. Bruce & Colton, Deborah, 2000. "The response of the 'new consumer' to promotion in the transition economies of the former Soviet Bloc," Journal of World Business, Elsevier, vol. 35(2), pages 189-205, July.
    • Handle: RePEc:eee:worbus:v:35:y:2000:i:2:p:189-205
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    References listed on IDEAS

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    2. Athina-Evera Qendro, 2015. "Albanian and UK Consumers’ Perceptions of Farmers’ Markets and Supermarkets as Outlets for Organic Food: An Exploratory Study," Sustainability, MDPI, vol. 7(6), pages 1-26, May.
    3. Engelhard, Johann & Nägele, Joakim, 2003. "Organizational learning in subsidiaries of multinational companies in Russia," Journal of World Business, Elsevier, vol. 38(3), pages 262-277, August.
    4. Robertson, Christopher J. & Gilley, K. Matthew & Street, Marc D., 2003. "The relationship between ethics and firm practices in Russia and the United States," Journal of World Business, Elsevier, vol. 38(4), pages 375-384, November.
    5. Shukla, Paurav, 2011. "Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison," Journal of World Business, Elsevier, vol. 46(2), pages 242-252, April.
    6. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.

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