Received:
2017-07-15 | Accepted:
2017-10-26 | Published:
2017-12-29
Title
Sustainable marketing communication strategies of Russian companies under the import substitution policy
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.
Keywords
marketing communications, import substitution, food products, consumer goods
JEL classifications
Q13
, Q18
, M30
URI
http://jssidoi.org/jesi/article/146
DOI
HAL
Pages
223-230
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
Authors
State University of Management, Moscow, Russian Federation
https://guu.ru
State University of Management, Moscow, Russian Federation
https://guu.ru
Journal title
Entrepreneurship and Sustainability Issues
Volume
5
Number
2
Issue date
December 2017
Issue DOI
ISSN
ISSN 2345-0282 (online)
Publisher
VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania
Cited
Article views & downloads
HTML views: 3874 | PDF downloads: 2245
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