STRATEGICALLY REPOSITIONING RUSSIA

Popescu Andrei (), Caescu Stefan Claudiu () and Raluca Brandabur
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Popescu Andrei: Academia de Studii Economice Bucuresti, Facultatea de Marketing
Caescu Stefan Claudiu: Academia de Studii Economice Bucuresti, Facultatea de Marketing

Annals of Faculty of Economics, 2011, vol. 1, issue 1, 774-778

Abstract: Positioning is a very important marketing concept. Its importance was strongly emphasized and implemented in the case of companies, but is somehow neglected when it comes to states. A country acquires a position in the mind of a person very much like any other product does, which is very important especially when that person exerts an executive role. Nowadays Russia has a poor image or no image at all, both internationally and in Romania. In order to regain an important position in the Balkans region, Russia must set aside any political agenda and reposition itself as a business partner on equal terms. The first goal of this article is to clarify Russia's position in the minds of future Romanian executives. The second goal is to outline a recommended course of actions for Russia's repositioning.

Keywords: marketing; positioning; strategy; Russia; marketing research (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ora:journl:v:1:y:2011:i:1:p:774-778

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