Institutional traps as barriers for development of regions’ marketing activities

Abstract

The purpose of the chapter is to study institutional traps as barriers of development of regions’ marketing activities by the example of modern Russia. For that, the work uses the developed proprietary methodology of region’s competitiveness as manifestation of efficiency of its marketing activities and the built logical model of formation and overcoming of institutional trap as an economic phenomenon. The authors performed evaluation of efficiency of marketing activities of Russian regions by the example of Volgograd Oblast, determined institutional traps of marketing activities of regions of Russia, analyzed their formation and development, and developed instrumentarium for fighting institutional traps of territorial marketing—the proprietary institutional model of development of region’s marketing activities. As a result of the research, the authors came to the conclusion that existence of institutional traps is a serious obstacle for efficient marketing activities of regions of modern Russia. A trap was found related to ineffectiveness of the institute of policy in the sphere of support for development of entrepreneurship, ineffectiveness of the institute of corporate responsibility, and institute of social and ecological policy, as well as ineffectiveness of the institute of region’s marketing activities as such. Their overcoming requires not only realization of formal measures but deep change of attitude toward business and region’s citizens from regional authorities.