Marketing in Russia by UK businesses: lessons from a survey of trade missioners to Moscow

Marketing in Russia by UK businesses: lessons from a survey of trade missioners to Moscow This paper explores and analyses the findings from a survey of UK participants in a trade mission to Moscow, with reference to relevant academic literature. The focus is on their experience of doing business in transition economy (TE) country‐markets (including Russia itself); their perceptions of Russian market opportunities and risks; their main sources of information and advice; and their strategies for Russian market entry and development. The findings suggest businesses with experience of TEs and Russia may be best placed to succeed in the Russian market, provided that they draw fully on the resultant lessons. Newcomers to the Russian market can maximise their chances of success by seeking out good information and advice, forging good contacts with Russian businesses, and by adopting a well‐structured, but flexible approach to their marketing strategies. Official support agencies can help UK businesses to succeed in Russia by maximising the quantity and quality of the support, information and advice that they provide. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Small Business and Enterprise Development Emerald Publishing

Marketing in Russia by UK businesses: lessons from a survey of trade missioners to Moscow

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1462-6004
DOI
10.1108/14626000410537119
Publisher site
See Article on Publisher Site

Abstract

This paper explores and analyses the findings from a survey of UK participants in a trade mission to Moscow, with reference to relevant academic literature. The focus is on their experience of doing business in transition economy (TE) country‐markets (including Russia itself); their perceptions of Russian market opportunities and risks; their main sources of information and advice; and their strategies for Russian market entry and development. The findings suggest businesses with experience of TEs and Russia may be best placed to succeed in the Russian market, provided that they draw fully on the resultant lessons. Newcomers to the Russian market can maximise their chances of success by seeking out good information and advice, forging good contacts with Russian businesses, and by adopting a well‐structured, but flexible approach to their marketing strategies. Official support agencies can help UK businesses to succeed in Russia by maximising the quantity and quality of the support, information and advice that they provide.

Journal

Journal of Small Business and Enterprise DevelopmentEmerald Publishing

Published: Jun 1, 2004

Keywords: Marketing environment; Strategic marketing; Russia; Small to medium‐sized enterprises

References

  • The classical Soviet‐type economy: nature of the system and Implications for reform
    Ericson, R.E.
  • Internationalisation of the firm
    Ghauri, P.
  • The international marketing challenge facing Danish small and medium‐sized enterprises
    Hollensen, S.; Jenster, P.V.
  • Emerging market conditions and their impact on first mover advantages
    Nakata, C.; Sivakumar, R.
  • International Marketing
    Terpstra, V.; Sarathy, R.

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