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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)

  • Alexander M. Zobov

    (Peoples’ Friendship University of Russia)

  • Vasily S. Starostin

    (State University of Management)

  • Galina V. Butkovskaya

    (State University of Management)

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," Post-Print hal-01705739, HAL.
    • Handle: RePEc:hal:journl:hal-01705739
    DOI: 10.9770/jesi.2017.5.2(5)
    Note: View the original document on HAL open archive server: https://hal.science/hal-01705739
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    References listed on IDEAS

    as
    1. 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.
    2. Kuzmin, Evgeny, 2015. "Food Security Modelling," MPRA Paper 67029, University Library of Munich, Germany.
    3. 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.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. V.Yu. Chernova & Z.G. Golodova & E.A. Degtereva & A.M. Zobov & V.S. Starostin, 2018. "Transregional Coordination of Modernization Processes in Implementation of Import-substituting Policy in Russia," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 887-898.
    2. Askar Nailevich Mustafin & Svetlana Nikolaevna Kotenkova & Ivana Kravčáková Vozárová & Rastislav Kotulič, 2022. "Impact of Import Substitution Policy on Economic Growth," Economies, MDPI, vol. 10(12), pages 1-16, December.
    3. V.Yu. Chernova & Z.G. Golodova & E.A. Degtereva & A.M. Zobov & V.S. Starostin, 2018. "Russian Industry in Global Value-Added Chains," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 165-178.

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    More about this item

    Keywords

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

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