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Marketing in an emerging economy: The Russian e-commerce market
Understanding emerging economies is one of the most important issues on the
research agenda in the marketing field. Claims have been made that emerging
economy contexts require revisiting extant marketing theory, paradigms and
practices (Sheth, 2011), marketing tools and research approaches (Burgess and
Steenkamp, 2006). More studies should be conducted in emerging economy
contexts to provide us with insights and to generate a deeper understanding of
what is required for successful marketing outcomes (Pham, 2013).
Since the disintegration of the Soviet Union, the Russian market has gone
through several transition stages in occupying its distinctive place among
other emerging market economies (World Bank, 2014). Despite its status as
an emerging market, Russia has not yet attracted sufficient research interest
to investigate its contemporary marketing characteristics. The extant research
on marketing in Russia is rather fragmented, capturing just some aspects of
marketing development in the post-Soviet transformation process. The limited
research on marketing in Russia outlines a meagre development of marketing
impacted by reinforced business practices and external factors, such as
regional, global or national crises, as well as changes in the institutional environment.