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 ()
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Veronika Yu. Chernova: Peoples’ Friendship University of Russia, Russian Federation
Alexander M. Zobov: Peoples’ Friendship University of Russia, Russian Federation
Vasily S. Starostin: State University of Management, Russian Federation
Galina V. Butkovskaya: State University of Management, Russian Federation

Entrepreneurship and Sustainability Issues, 2017, vol. 5, issue 2, 223-230

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 (search for similar items in EconPapers)
JEL-codes: M30 Q13 Q18 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:5:y:2017:i:2:p:223-230

DOI: 10.9770/jesi.2017.5.2(5)

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