Sustainable marketing communication strategies of Russian companies under the import substitution policy

• Published in: Entrepreneurship and Sustainability Issues Vol. 5; no. 2; pp. 223 - 230
• Main Authors: Chernova, Veronika Yu, Zobov, Alexander M., Starostin, Vasily S., Butkovskaya, Galina V.
• Format: Journal Article
• Language: English
• Published: Vilnius Entrepreneurship and Sustainability Center 01.12.2017
• Subjects: Computational Engineering, Finance, and Science; Computer Science; Economics and Finance; Food; General Finance; Humanities and Social Sciences; Marketing; Methods and statistics; Quantitative Finance; Statistical Finance; food products; marketing communications; import substitution; consumer goods
• ISSN: 2345-0282; 2345-0282
• DOI: 10.9770/jesi.2017.5.2(5)

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.