The Impact of Market Reforms and Economic Conditions on Marketing in Russia

This study uses the case of the Russian economic downturn and promarket reforms to investigate the relationships between market conditions and organizations' adoption and use of marketing strategies and techniques. We administered a series of surveys to 500 company executives and marketing prof...

Full description

Saved in:
Bibliographic Details
Published in:International studies of management & organization 2011-12, Vol.41 (4), p.51-64
Main Authors: Komissarova, Tatiana, Grein, Andreas F.
Format: Article
Language:English
Subjects:
Business structures
Consumer advertising
Consumer goods industries
Consumer prices
Eastern Europe
Economic conditions
Economic crises
Economic crisis
Economic recessions
Economic reform
Enterprises
Impact analysis
Internet
Internet access
Market strategy
Marketing
Marketing strategies
Russia
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This study uses the case of the Russian economic downturn and promarket reforms to investigate the relationships between market conditions and organizations' adoption and use of marketing strategies and techniques. We administered a series of surveys to 500 company executives and marketing professionals. We demonstrate that after the initial disarray in the last months of 2008 the economic downturn provoked a shift to the most productive and effective marketing techniques such as the use of the Internet. We conclude that the role of economic conditions is very important in enhancing learning about these techniques and refocusing efforts on the most productive and effective uses of such marketing techniques.
ISSN:0020-8825
1558-0911
DOI:10.2753/IMO0020-8825410403