The Impact of Market Reforms and Economic Conditions on Marketing in Russia

Abstract

This study uses the case of the Russian economic downturn and promarket reforms to investigate the relationships between market conditions and organizations' adoption and use of marketing strategies and techniques. We administered a series of surveys to 500 company executives and marketing professionals. We demonstrate that after the initial disarray in the last months of 2008 the economic downturn provoked a shift to the most productive and effective marketing techniques such as the use of the Internet. We conclude that the role of economic conditions is very important in enhancing learning about these techniques and refocusing efforts on the most productive and effective uses of such marketing techniques.