Untersuchung strategischer Marketingkonzeptionen deutscher Handelsunternehmen in Russland am Beispiel der Einzelhandelsbranche

With the increasing integration of the world economy the Russian market is becoming ever more attractive for German companies. Successful companies must re-position themselves within the context of globalization in order to counteract growing competitive pressures and tap new markets. Particularly in the Russian market – which is highly dynamic due to the structural reorientation of the country’s economy – strategic marketing decisions for market entry play a decisive role in the success or failure of a business venture. In this regard, questions pertaining to the proper use of marketing-mix instruments with a view to the Russian market’s specific cultural qualities will be of elementary concern. The following analysis focuses on the variety of different possibilities for internationalization as a reference point for market newcomers in order to support certain business decisions in the area of marketing-mix instruments within the scope of a Russian venture.