Innovations as a Basis for Marketing Strategies of Russian Oil Companies in the Conditions of Oil Prices Reduction

Elena G. Popkova (), Lilia Poluyufta (), Yulia Beshanova (), Larisa V. Popova () and Elena Kolesnikova ()
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Elena G. Popkova: Volgograd State Technical University
Lilia Poluyufta: Volgograd State Technical University
Yulia Beshanova: Volgograd State Technical University
Larisa V. Popova: Volgograd State Agrarian University
Elena Kolesnikova: Rostov International Institute of Economics and Management

A chapter in Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management, 2017, pp 449-455 from Springer

Abstract: Abstract The purpose of the article is to verify this hypothesis and study innovational components of marketing strategies of Russian oil companies in the conditions of oil prices reduction. Methodological basis of this work includes general scientific methods of research. In particular, the authors use the method of regression and correlation analysis, adapted method of evaluation of effectiveness, method of analysis of causal connections, and method of problem and systemic analysis, synthesis, induction, deduction, and formalization. The authors perform the analysis of influence of the level of global oil prices on innovational activity of Russian oil companies, evaluate effectiveness of current marketing strategies of Russian oil companies in the conditions of world oil prices reduction, and develop framework perspective innovations-oriented marketing strategy for Russian oil companies in the conditions of oil prices reduction.

Keywords: M31; O32; Oil companies; Oil markets; Innovations; Marketing strategies; Development and improvement of oil market; Oil prices reduction (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/978-3-319-60696-5_57

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