Entering the Russian Market: The Peculiarities for Foreign Companies

Abstract

Entering a foreign market is always a challenge. This is especially true under the economic, political and cultural changes that are constantly taking place. Revealing the target markets' peculiarities is the initial phase of any entry and promotion strategy. The market of the largest country in the world − the Russian market − is of the greatest interest today. Its special traits descriptively summarized and examined in the paper may give a foreign company an advantage entering the market. The promotion strategies that to some extend meet the peculiarities of the Russian business environment promise to be more effective on the Russian market.