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

Veronika Yu. Chernova (1) , Alexander M. Zobov (1) , Vasily S. Starostin (2) , Galina V. Butkovskaya (2)

1 Peoples’ Friendship University of Russia
2 State University of Management

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.

Mots clés: marketing communications; food products; consumer goods; import substitution

Domaines: Economies et finances; Méthodes et statistiques; Ingénierie, finance et science [cs.CE]; Finance [q-fin.GN]; Econométrie de la finance [q-fin.ST]

Veronika Yu. Chernova, Alexander M. Zobov, Vasily S. Starostin, Galina V. Butkovskaya. Sustainable marketing communication strategies of Russian companies under the import substitution policy. Entrepreneurship and Sustainability Issues, 2017, 5 (2), pp.223 - 230. ⟨10.9770/jesi.2017.5.2(5)⟩. ⟨hal-01705739⟩