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

Chernova, Veronika Yu.
Peoples’ Friendship University of Russia, Moscow, Russian Federation http://www.rudn.ru
Articles by this author in: CrossRef |  Google Scholar

Zobov, Alexander M.
Peoples’ Friendship University of Russia, Moscow, Russian Federation http://www.rudn.ru
Articles by this author in: CrossRef |  Google Scholar

Starostin, Vasily S.
State University of Management, Moscow, Russian Federation https://guu.ru
Articles by this author in: CrossRef |  Google Scholar

Butkovskaya, Galina V.
State University of Management, Moscow, Russian Federation https://guu.ru
Articles by this author in: CrossRef |  Google Scholar

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

Google Scholar

Article views & downloads

HTML views: 3059  |  PDF downloads: 1976

References


Anketolog (the Institute of Public Opinion). 2015. The Real Attitude of Russian consumers to Domestic Manufacturers. Available on the Internet: https://iom.anketolog.ru/2015/10/20/istinnoe-otnoshenie-rossiyan-k-otechestvennomu-proizvoditelyu

Search via ReFindit


Bondarenko, V. A.; Babich, Ya. M.; Chertyanina, Ye. E. 2016. Marketing and Marketing Research in Import Substitution Initiatives of Agricultural Machinery and Agricultural Products, Scientific and Methodological Electronic Journal "Koncept" 17: 945–949. Available on the Internet: http://e-koncept.ru/2016/46364.htm

Search via ReFindit


Edict of the Government of the Russian Federation of August 7, 2014 no. 778 "On measures to implement decrees of the President of the Russian Federation of August 6, 2014 no. 560, of June 24, 2015 no. 320, of June 29, 2016 no. 305, and of June 30, 2017 no. 293". 2014. Rossiyskaya Gazeta 178. August, 8.

Search via ReFindit


FOM (the Public Opinion Fund "Fond Obshchestvennoe Mnenie"). 2015. Domestically Produced Food Products vs. Imported Food Products. Available on the Internet: http://fom.ru/Ekonomika/12587

Search via ReFindit


Grishchenko, I. A.; Sumina, E. V. 2015. Marketing Strategy of a Company in the Context of the Import Substitution Policy. Proceeding of the 5th International Scientific-Practical Conference "The Study of the Innovation Potential of Society and Formation of Directions for Its Strategic Development": December 29–30, Kursk, Russia. Kursk: Universitetskaya kniga, 144–148.

Search via ReFindit


Guseva, V. E.; Kuzmin, E. A. 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 7(7): 1754–1766.

Search via ReFindit


Guziy, S.; Ondreyovichova, M. 2015. Analysis of Consumer Preferences in the Russian Food Market, Moscow Economic Journal. Available on the Internet: http://qje.su/marketing/analiz-predpochtenij-pokupatelej-na-rynke-produktov-pitaniya-rossii/

Search via ReFindit


Kuzmin, E. A. 2015. Food Security Modelling, Biosciences Biotechnology Research Asia 12(2): 773–781. https://doi.org/10.13005/bbra/2259

Search via ReFindit


Kuzmin, E. A. 2016. Sustainable Food Security: Floating Balance of Markets, International Journal of Economics and Financial Issues 6(1): 37–44. Available on the Internet: https://www.econjournals.com/index.php/ijefi/article/viewFile/1575/pdf

Search via ReFindit


Kuzmin, E. A. 2017. Risk and Uncertainty in Concept of Corporate Lifecycle, Problems and Perspectives in Management 15(1): 107–114. Available on the Internet: http://www.twirpx.com/file/2206835/

Search via ReFindit


Marakova, A. V.; Sharafutdinova, D. R.; Krishtafovich, V. I. 2016. The Study of Consumer Preferences for Meat Products in the Framework of Import Substitution Products, Fundamental and Applied Research of the Cooperative Sector of Economy 4: 70–78.

Search via ReFindit


Marchenko, Yu. O. 2016. The Role of Import Substitution in the Development of the Russian Pharmaceutical Market. Cand. econ. sci. diss. Moscow, Russia.

Search via ReFindit


Mechikova, M. N. 2017. Marketing Activity of Russian Industrial Enterprises in Terms of Import, Bulletin of the Siberian Institute of Business and Information Technologies 1(21): 45–51.

Search via ReFindit


Moskalev, S. M. 2017. Strategy of Trademarks Differentiation in Strengthening the Competitive Positions of Market Entities. Proceedings of the International Scientific-Practical Conference "Scientific Support for Agricultural Development and Reduction of Technological Risks in the Food Sector": Vol. 2, St Petersburg, Russia. St Petersburg: SPSAU Publ., 70–73.

Search via ReFindit


Vinogradova, T. G. 2017. Activation of Agricultural Marketing in the Conditions of a Significant Change in the Competitive Environment. Proceedings of the International Scientific-Practical Conference "Scientific Support for Agricultural Development and Reduction of Technological Risks in the Food Sector": Vol. 2, St Petersburg, Russia. St Petersburg: SPSAU Publ., 5–8.

Search via ReFindit


Yudina, E. A.; Pirogova, N. V. 2015. Import-Substituting Advertisements of Food Products: Current State, Agrarian Bulletin of the Urals 6(136): 94–96.

Search via ReFindit