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

Veronika Yu. Chernova, Alexander M. Zobov, Vasily S. Starostin and Galina V. Butkovskaya
Additional contact information
Veronika Yu. Chernova: RUDN - Université russe de l'amitié des peuples = People's Friendship University of Russia = Rossijskij universitet družby narodov [Moscou]
Alexander M. Zobov: RUDN - Université russe de l'amitié des peuples = People's Friendship University of Russia = Rossijskij universitet družby narodov [Moscou]
Vasily S. Starostin: State University of Management
Galina V. Butkovskaya: State University of Management

Post-Print from HAL

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; food products; consumer goods; import substitution (search for similar items in EconPapers)
Date: 2017-12-29
New Economics Papers: this item is included in nep-cis, nep-mkt and nep-tra
Note: View the original document on HAL open archive server: https://hal.science/hal-01705739v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Published in Entrepreneurship and Sustainability Issues, 2017, 5 (2), pp.223 - 230. ⟨10.9770/jesi.2017.5.2(5)⟩

Downloads: (external link)
https://hal.science/hal-01705739v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01705739

DOI: 10.9770/jesi.2017.5.2(5)

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().